The Application of Motivation of Disseminating Word-of-Mouth in Food and Beverage Industry-Exploratory Research

口碑傳播的動機在餐飲業之應用－探索性的研究

陳秀芬(Hsiu-Fen Chen) ； 龔熒慧(Ying-Huei Kung) ； 林建安(Chien-An Lin)

《休閒暨觀光產業研究》 3卷1期 (2008/04) Pp. 76-93

https://doi.org/10.6158/JLTIR.200804_3(1).0007

摘要

本研究的主要目的是在探討潛在顧客在傳播正面與負面口碑的動機是否有不同的構面。消費者傳播口碑是因為他們與產品和服務的傳遞過程中會有愉快與不愉快的經驗，所以需要有管道去抒發他們喜悅與忿怒。口碑傳播的動機在許多的研究中已被討論過了，但過去的研究報告中並沒有特別將餐廰業考慮進去，如：是什麼樣的動機驅使潛在顧客去傳播正面與負面口碑。研究者所要找出的問題是潛在顧客在傳播口碑的動機當中是否有不同的構面存在。經由探索性因素分析的解析之後，結果顯示正面與負面的動機將有五個構面存在。

關鍵字

口碑 ； 動機 ； 探索性因素分析

並列摘要

The purpose of this study was to investigate whether there are some underlying constructs in the motivation of disseminating word-of-mouth for potential customers, in terms of positive and negative word-of-mouth. Consumers disseminate word-of-mouth because they have favorable or unfavorable experiences with products or services, and they need a channel to express their joy and anger. Motivation of spreading word-of-mouth has been discussed in many studies. However, all of the motivations aforementioned do not take specific circumstance into account. For example, in the restaurant business, what motivation will drive those potential customers to disseminate positive/negative word-of-mouth? The problem the researcher dealt with was investigating whether or not there are some underlying constructs in the formation of motivation for potential customers to disseminate word-of-mouth. By utilizing exploratory factor analysis (EFA), the result indicated a five-factor solution for both positive and negative motivations.

並列關鍵字

word-of-mouth ； motivation ； EFA

參考文獻

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