網路口耳相傳訊息數量、訊息方向暨性別對訊息說服效果之影響

The Effect of Word of Mouth Message Quantity, Positive and Negative Message, and Gender on Persuasion on Web

李威龍(Wei-Long Lee) ； 留淑芳(Shu-Fang Liu) ； 劉明宗(Ming-Zong Liu)

《行銷科學學報》 1卷2期 (2005/10) Pp. 165-201

摘要

現今多數行銷文獻談及口耳相傳，著眼於人際接觸層面；若將其層面運用於網際網路間之溝通行為，則為之少數。而文獻所論及之議題亦集中於對消費者行為之影響，及訊息之傳播過程，甚少自訊息特性與訊息接受者之觀點探討說服效果差異。而近年來拜科技發達之賜，網際網路興起使消費者多一條資訊蒐徑之途－網路留言版，而此特殊途徑與以往訊息傳遞途徑之差異，可能對消費者態度產生不同之影響。故本研究即欲了解消費者面對網路之某一產品正面暨負面評價，如何解讀、處理該訊息，並將其內化而形成對該產品之態度，並做出消費決策。本研究之實驗，分成兩個部份：其一為探討二個自變項：訊息數量（多／少）與訊息方向性（先正後負／先負後正）之影響效果。研究結果顯示：就留言之數量而言，其數量多寡與口耳相傳之說服效果無直接關連；而訊息方向性會影響訊息接受者之整體態度，即負向訊息之近因效果，其所形成之態度顯著優於負向訊息之初始效果。另一方面，本研究以性別之干擾變項對訊息說服效果之影響分析，研究結果顯示：訊息數量多寡，對女性訊息接受者具有顯著差異，且對男性之訊息接受者亦然。而訊息之不對稱性之觀點，以負向訊息之初始效果（先負後正）對男性而言，與負向訊息之近因效果（先正後負）相較不具顯著性；但女性訊息接受者對於負向訊息之近因效果顯著性優於負向訊息之初始效果。此結果可作為廠商廣告製作或網站管理時之參照。

關鍵字

口耳相傳 ； 正負向訊息 ； 留言訊息數量 ； 訊息方向性 ； 性別之干擾變項

並列摘要

Most marketing literature refer to word of mouth (WOM) which focus on that is exposed to the aspect interpersonally now; If apply its aspect to the behavior, the minority for it of linking up among the internet networks. And the topic that literature touch upon also concentrates on the influence of the consumer Behavior correctly, and spread course of message, very few message characteristic and message receiver who accepts message probe into and persuade the result difference since. Science and technology developed granting in recent years, the way of making another information of consumers search-network message board, and special way this transmit information difference of way in the past, might the attitude to consumer produced on different influence. So this research wants to understand consumers in the face of a certain product of the network will get positive and negative appraisal promptly, how understand, deal with information this, melt but form to attitude of product this inside it, and make the consumption decision. The experiment of this research, divide into two parts: First change one in order to probe into two independent variable: message quantity (the large/little)and information directionality (positive message first! negative message first) influence result. The result of study shows: As regards quantity of leaving message, its number of quantity and persuasion result according to WOM have not been closed and connected with directly; And the whole attitude of the message receiver who will influence information to accept of information directionality, namely shoulder the immediate cause result to information, its attitudes formed are superior to shouldering the recency effect of negative message to primacy effect of once. On the other hand, this research changes a influence analysis to the thing that message persuades the result with the intervening variable of the gender, the result of study shows: The number of quantity of message, have difference of showing to women receiver who accepts information, and as the same to the male person who accepts message. And view of irregularity of message, the primacy effect of negative message (negative message first) as for man, do not have dominance with receiver to the recency effect of negative message (positive message first); But the receiver who are accepted of women's message, for superior the recency effect of negative message to the primacy effect of negative message. This result can be as manufacturer's advertisement making or the reference when websites manage.

並列關鍵字

word of mouth ； positive and negative message ； quantity of message ； message directionality ； gender(of intervening variable)

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