- 期刊
期望失驗與定錨點概念下之網路口碑之動態性效果研究
The Expectation Disconfirmation Theory and Anchoring Effect on Dynamic Effect of e-WOM
摘要
網路口碑為電子商務領域重要的研究議題之一，近年來相關研究眾多，由於網際網路發達搜尋口碑資訊相較之下更為容易且快速，消費者不僅在購買前會蒐集口碑訊息，購買後同時也會再次網路口碑蒐集，以做為購後評估，了解自身是否買貴、購買決策是否正確，因此購買前- 購買後同一產品的口碑比較、以及購買後產品與競爭品牌的比較，形成網路口碑影響消費者滿意度的動態過程，但很少研究針對此一效果加以著墨。因此本研究由動態滿意度觀點切入，探討消費者購前期望- 購後實際產品績效評估，兩者差距之期望失驗概念，其所形成的滿意度，會在消費者於購買後，因為自願或非自願地接收相關產品口碑資訊，又產生了「定錨點」效果，在與實際產品績效相互比較下，會發生滿意度的再次校正。本研究藉由不同時期的口碑刺激，以實驗法操弄「購前期望（正負面網路口碑）」、「購後產品知覺績效（更佳或更差知覺績效）」、「定錨點口碑（最佳或最差之替代品口碑）」共有四種實驗情境；研究結果除應證期望失驗概念與定錨點效果外，並發現在購買歷程中，若先前的期望失驗程度較大之消費者，在最終滿意度的變化幅度較低，相反的，若前期的期望失驗所造成的認知不一致較大者，則最終滿意度變化程度較小。本研究結果可提供產品在廣告期望與實際績效落差之應用，而定錨點效果可供擬定新產品進入市場策略之參考。
並列摘要
This research is based on dynamical percept of customer satisfaction to explore the disconfirmation between expectation of pre-purchase and perceived actual performance of pos-purchase. When customers exposure new information such as the word of mouth (WOM) in internet after they formed perceived actual performance, their satisfaction of disconfirmation will change again by the reference point effect. According the stimulation of WOM in internet on different time points, the authors conduct the experiment in which expectation (positive/ negative WOM), perceive performance (better/ worse performance) and reference point effect (best/ worst reference point) are manipulated. The results show that the anchoring effect and disconfirmation effect are exited. This study also finds the cognition inconsistency among three stages in the experiment. The perceive performance-satisfaction is less variance in the last stage when paired with high-disconfirmation in the first stage, whereas perceive performance-satisfaction is more variance when paired with low-disconfirmation. This research also provides some suggestions for marketing application.