傳遞者專業度、訊息數量與聯繫強度對口碑接受度和購買意圖之影響

The Influence of Sender's Expertise, Number of Messages, and Tie Strength on the Acceptance of Word-of-Mouth and Purchasing Intention

黃俊寧(Junne-Ning Hwang) ； 李奇勳(Chi-Hsun Lee) ； 陳俊銘(Chun-Ming Chen)

《輔仁管理評論》 21卷1期 (2014/01) Pp. 33-59

摘要

消費者把個人的消費經驗傳遞給自己的親朋好友，這種分享經驗的過程即為口碑。過去與口碑相關的研究大多在探討影響口碑形成與傳遞的因素，對於接收到口碑訊息的消費者是否相信或如何相信所接收到的口碑則較少探討。有別於以往與口碑相關的研究，本研究以消費者與訊息傳遞者之間的聯繫強度作為干擾變數，探討訊息傳遞者的專業度與訊息數量對於消費者口碑接受度的影響，以及消費者口碑接受度是否會影響知覺風險以及知覺品質，進而影響消費者的購買意圖。本研究以美白產品的女性消費者為受測對象，研究結果發現：1.傳遞者的專業度與訊息數量可以提升消費者的口碑接受度；2.聯繫強度會干擾傳遞者的專業度對消費者的口碑接受度；3.聯繫強度會干擾訊息數量對消費者的口碑接受度；4.消費者的口碑接受度會影響消費者知覺；5.消費者的口碑接受度及知覺價值會影響消費者的購買意圖。文中並根據研究發現，提出相關的管理意涵供業者擬定行銷策略時參考。

關鍵字

傳遞者的專業度 ； 訊息數量 ； 聯繫強度 ； 消費者的口碑接受度

並列摘要

There were plentiful researches related to ”Word-Of-Mouth” exploring the antecedents that affect the formation of ”Word-Of-Mouth” and the successful transmission factors of ”Word-Of-Mouth”, but few of them discussed whether the consumers believe the ”Word-Of-Mouth”, or in what process the consumers believe the ”Word-Of-Mouth”. This research is different from the other antecedents of word-of-mouth on the issue that, we use tie strength between consumers and senders as the moderating variables in order to explore how the impact of consumer's word-of-mouth acceptance be affected by the expertise of a sender and the number of cues. We also explore if a consumer's word-of-mouth acceptance will affect his perceived risk, perceived quality, and even affect his purchase intention. In this study the subjects were focused on female consumer who use whiting cosmetics, the research result shows that: (1) the expertise of senders and the number of cues both enhance the consumer's word-of-mouth acceptance. (2) the tie strength will interfere with a sender's expertise affect on the consumer's word-of-mouth acceptance. (3) the tie strength will interfere with the number of cues affect on the consumer's word-of-mouth acceptance. (4) word-of-mouth acceptance of consumer will affect consumers' perception. (5) word-of-mouth acceptance of consumer and perceived value will affect consumers' purchase intention. Finally the study proposes related management implication for marketing practitioners when framing suitable marketing strategies.

並列關鍵字

Sender's expertise ； Number of messages ； Tie strength ； word-of-mouth acceptance of consumer

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