應用使用與滿足觀點探討虛實口碑傳播者之口碑動機差異－以六項產品/服務為例

Uses and Gratifications Perspective for Comparison between Word-of-Mouth (WOM) Motivation of Offline and Online WOM Senders: Six Products/Services as Example

林郁翔(Yu-Hsiang Lin) ； 林孟彥(Tom Meng-Yen Lin) ； 陳冠程(Guan-Cheng Chen)

《服務業管理評論》 14期 (2016/12) Pp. 22-48

摘要

相較於實體口碑傳播者，網路的興盛使得網路口碑傳播者扮演越來越重要的角色。然而，管理者對網路口碑傳播者口碑動機的了解較為匱乏，採用傳統的行銷方式鎖定他們容易招致失敗。再者，若能釐清實體與網路口碑傳播者之口碑動機差異，即能協助管理者鎖定虛實口碑傳播者，進而促使他們成為企業代言人。本研究應用使用與滿足理論，比較實體與網路口碑傳播者之口碑動機差異，並檢驗產品型態與性別對各種虛實口碑傳播者和口碑動機間關係的干擾效果。研究針對588 位樣本，調查六種產品/服務，並利用二因子變異數分析驗證假說。結果顯示，相較於實體口碑傳播者（意見領袖、早期購買者和市場行家），網路口碑傳播者（病毒行銷行家）較易受到訊息刺激、經濟誘因、與他人情感交流、幫助他人、採用新產品和社群強化等口碑動機所影響。市場行家偏好幫助他人且易受經濟誘因影響，早期購買者偏好採用新產品且易受經濟誘因影響，而意見領袖在所有口碑動機中以偏好採用新產品之程度為最高。此外，產品型態與性別會干擾虛實口碑傳播者和口碑動機間關係。換言之，病毒行銷行家較偏好提供有關服務類型的產品訊息來幫助他人和社群強化；實體口碑傳播者則偏好提供有形的產品訊息來幫助他人。再者，女性的早期購買者和病毒行銷行家，以及男性市場行家易受經濟誘因的影響而傳播口碑。研究結論能協助學術界與實務界了解虛實口碑傳播者之口碑動機差異。篇末提供理論和實務建議。

關鍵字

意見領袖 ； 市場行家 ； 病毒行銷行家 ； 早期購買者 ； 使用與滿足理論 ； 口碑動機

並列摘要

Compared to offline Word-of-Mouth (WOM) senders, online WOM senders play important role. However, managers have an insufficient understanding on the WOM motivation of online WOM senders. Film adopted traditional marketing campaigns to lock them could easily lead to failure. Therefore, if the differences of WOM motivations between offline and online WOM senders can be clarified, it could help managers to lock online WOM senders to urge them to become spokesmen of an enterprise. This study applied the theory of uses and gratifications to compare the WOM motivations differences between offline and online WOM senders. Meanwhile, this study further examines the moderating effects of product type and gender on the relationship between the offline/online WOM senders and WOM motivation. 588 samples were used to investigate six products/services, and Two-Way ANOVA were used to test the hypotheses. The results show that, as compared to offline WOM senders (i.e., opinion leaders, early adopters and market mavens), the online WOM senders (i.e., viral marketing mavens) can easily be intrigued by the WOM motivations of online message, economic incentives, affective communication with others, helping others, adopt new products and social enhancement. Market mavens prefer to help others and easily to be influenced by economic incentives. Early adopters prefer to adopt new products and also easily to be influenced by economic incentives. Among all WOM motivations, opinion leaders has higher degree in adopted new products. In addition, product type and gender can moderate the relationship between the offline/online WOM senders and WOM motivations. In other words, viral marketing mavens prefer to provide service product related messages to help others and for that social enhancement; offline WOM senders prefer to provide tangible product messages to help others. Furthermore, female early adopters and viral marketing mavens and male market mavens can easily be influenced by economic incentives. The conclusions of this study can help academics and practitioners to understand the differences of WOM motivations between offline and online WOM senders. Finally, this study discusses the implications of these findings and offers directions for future research.

並列關鍵字

Opinion leader ； market mavens ； early adopter ； viral marketing mavens ； uses and gratifications ； word-of-mouth motivation