品牌知名度與人際連結強度對線上負面口碑與購買意願關係之干擾效應：以服飾產業、餐飲產業為例

The Moderating Effect of Brand Awareness and Interpersonal Ties Strength on the Relationship between Negative eWOM and Purchasing Intentions, and Consumer Confusion: Apparel and Dining Industry as Examples.

羅融(Jung Lo) ； 徐達光(Ta-Kuang Hsu) ； 徐秀如(Hsiu-Ju Hsu)

《輔仁民生學誌》 18卷1期 (2012/06) Pp. 83-106

https://doi.org/10.29440/FJJHE.201206.0005

摘要

本研究欲探討：服裝產業與餐飲產業中，連結關係與品牌知名度是否會調節負面口碑程度對於消費者購買意願之影響。本研究採實驗設計，以在消費產業中佔大宗的服飾產業與餐飲產業為例，經過三次前測，以確認研究量表的架設，以情境模擬的方式進行測試，針對主要生活範圍位於台北地區的青年族群作測試，共取得有效問卷153份。結果顯示：在服飾產業與餐飲產業，不論依變項為購買意願或顧客困惑，三者間均有一定程度的交互作用。研究建議高知名度服飾品牌需要特別重視其透過弱連結傳播的負面口碑及後續處理，而低知名度的品牌則對網路口碑很敏感，即使口碑負面程度小亦有一定負面影響；高知名度餐飲品牌的高負面口碑在弱連結傳播十分快速且有效，而負面程度較低的口碑則在強連結溝通傳播中有較顯著的效果。

關鍵字

負面口碑 ； 服飾品牌 ； 品牌知名度 ； 連結

並列摘要

This research was aimed to explore whether interpersonal ties and brand awareness would mediate the effect of negative word-of mouth on consumers' purchasing willingness in apparel industry and dining industry. We designed an experiment which took advantage of scenario simulation and focused on apparel industry and dining industry. In addition, we had conducted 3 pre-tests in order to verify the scales' validity and reliability. The data was mainly from teenagers living in Taipei metropolitan district, and we collected 153 valid questionnaires. The result showed that interpersonal ties and brand awareness would mediate the effect of negative word-of-mouth on purchasing willingness and customer confusion in apparel and dining industry. We found that in apparel industry, especially brands with higher awareness, negative word-of-mouth would be diffused through weak ties, and brands with lower awareness cannot ignore negative word-of-mouth due to its significant effects on outcome variables. In dining industry, brands with higher awareness should also pay attention to the weak interpersonal ties due to diffusion behaviors of members, while less negative word-of-mouth would be diffused through strong interpersonal ties.

並列關鍵字

negative word-of mouth ； clothing brand ； brand awareness