口碑連結、揭露焦點與體驗順序對多樣搜尋行為之影響

Investigating the Impacts of Disclosured Focus through the WOM-Connected and Experiential Order on Variety-Seeking Behaviors

關復勇(Fu-yung Kuan) ； 江亭璇(Ting-hsuan Chiang)

《台灣管理學刊》 16卷1期 (2016/02) Pp. 39-59

https://doi.org/10.6295/TAMJ.2016.1601.03

摘要

針對消費者行為探討，口碑訊息是為重要影響因素，有可能減少或增加其中的多樣搜尋行為，此有賴於口碑訊息連結的來源、揭露焦點以及訊息呈現的時間順序而定，本研究遂分別針對連結強弱情境下之「焦點」與「體驗順序」，探討對「多樣搜尋行為」的影響。採情境實驗為2（焦點：正面與負面）×2（體驗順序：體驗前與體驗後）組間因子設計。經採隨機分派，共計240名受試者。結果顯示無論連結強弱，焦點與體驗順序對多樣搜尋行為有顯著交互效果。若體驗前先有口碑，因尚未形成情感評估，口碑訊息易於被接納，故負面比正面焦點更容易產生多樣搜尋行為，俾搜尋較多證據以求心安；若體驗後口碑才出現，則因情感評估已成，口碑不易於被接納，此時在正面焦點下，因二度確認產品品質，致使形成對產品高滿足感，故反而較易產生多樣搜尋行為；相對地，在負面焦點下，因較偏向於信任自己的體驗，故堅持己見，以致不易產生多樣搜尋行為。

關鍵字

口碑連結 ； 體驗順序 ； 多樣搜尋行為

並列摘要

The study based on the strong tie like ＂the reality channel＂ or the weak tie like ＂the virtual channel ＂point of view to explore the ＂focus＂ and ＂experiential order＂ on the ＂variety-seeking behaviors.＂ We use scenario experiments at method, conducted with 2 (focus: positive versus negative) × 2 (experiential order: before sampling versus after sampling) between-subject design. The subjects were randomly assigned, a total of 240. The results from the ＂the reality channel＂ versus ＂the virtual channel＂ point reveal that the interaction effect of focus and experiential order on variety-seeking behaviors is significant. When WOM is presented before experience, the WOM is accessible as they initially evaluate the product. As a result, when compared with positive focus, the negative focus displayed more tendency to variety-seeking behaviors. When WOM is presented after experience, it is not accessible until consumers spontaneously form their initial evaluation. At the moment, when consumers are exposed to the positive focus, they reconfirm the product quality and also express high satisfaction toward product, which increase variety-seeking behaviors. Otherwise, on the negative focus, consumers prefer to trust their own experience, so they stick to their own opinions, which decrease variety-seeking behaviors.

並列關鍵字

WOM-connected ； experiential order ； variety-seeking behaviors

參考文獻

Kuan, F. Y.,Jeng, J. L.(2014).The study of the impact of price information and countryof- origin on consumers' quality perceptions: Placebo-like effect validation.Journal of Customer Satisfaction.10,231-261.

尼爾森，2013，「尼爾森：第三方背書的免費廣告最受全球消費者信賴」，尼爾森，2013 年12 月4 日，取自https://mic.iii.org.tw/micnew/IndustryObservations_ PressRelease02.aspx?sqno=366

通泰媒體，2014，「實體零售業如何透過美好購物體驗，促進高「提袋率」？數位時代，2014 年4 月15 日，取自http://www.bnext.com.tw/article/30897/BNARTICLE-30897

資策會產業情報研究所，2014，「台灣有81% 消費者在購物前搜尋口碑訊息」，資策會產業情報研究所，2014 年9 月28 日，取自https://mic.iii.org.tw/micnew/IndustryObservations_PressRelease02.aspx?sqno=366

Aimia(2013).Annual report.