網路口耳相傳訊息與企業回應策略對消費者態度之影響－以購物網站為例

The Impacts of Internet Word-of-Mouth Message and the On-line Shipping Mall's Response Strategies on Consumers' Perception

錢欣樺(Hsin-Hua Chien)

指導教授 ： 郭瑞祥 ； 蔣明晃

國立臺灣大學/管理學院/商學研究所/碩士(2006年)

https://doi.org/10.6342/NTU.2006.00005

摘要

近年來網路已成為現今資訊傳播的新興管道之一。現今大多數文獻所討論的口耳相傳行為多著重於人際接觸層面，故本研究探討網際網路上的口耳相傳溝通行為，並了解消費者在面對網路上關於購物網站的正、負面評價所產生的態度，以及企業如何藉由不同的回應策略改善消費者的態度，提升消費者對於購物網站的認同。
本研究模擬網路留言版方式，其訊息內容皆是討論一虛擬的購物網站，以2×2×2×2×2實驗設計方式操弄三項實驗變數，即訊息數量、正負面訊息呈現順序，及企業回應策略，同時考量訊息接收者的網路購物經驗和訊息涉入程度為干擾變項。所得之結果如下：
一、訊息數量愈多，訊息接收者的態度愈正面，但是在涉入程度高時，訊息數量對於說服效果則沒有顯著差異。
二、先正後負呈現方式的說服效果較先負後正的方式為佳，但是對於經驗豐富者而言，訊息以何種方式呈現都無差異。
三、訊息數量少的情況下，訊息呈現方式並沒有太大的差別；但是在訊息數量多之下，先正後負的呈現方式形成的說服效果較好。
四、相較於訊息結構，低涉入者更容易受到訊息數量的影響，使得數量愈多效果愈正面，而高涉入者則不受訊息數量和結構的影響。
五、回應策略對說服效果改善具有正面的影響，對於經驗不足者或高度涉入者，相對性回應策略較能有效改善說服效果。
六、高度涉入且經驗豐富者，其態度的改善不受回應策略不同而異，但是涉入低且經驗不足的訊息接收者，採用相對性策略可以有效刺激其提升購買意願。

關鍵字

口耳相傳 ； 購物網站 ； 消費者態度 ； 回應策略

並列摘要

With the advances of the Internet and web technology in recent years, consumers have been able to search information through a new channel -- Internet forum. Current research literatures about word-of-mouth (WOM) mostly focus on the effect of interpersonal influence; however, studies on Internet’s WOM message and in particular its effects on on-line shopping mall are limited. As a result, this research studies how consumers’ perception toward a on-line shopping mall is influenced by WOM message and changed by the shopping mall’s response strategies.
In this research, experiments based on a 2×2×2×2×2 design were conducted to manipulate three independent variables: message number (many vs. few), message structure (positive first then negative vs. negative first then positive), and the shopping mall’s response strategies (plain vs. context-relevant). Consumers’ online shopping experience and involvement served as the moderator variables. Based on the survey results conducted on the web, several conclusions are drawn below:
1. On the Internet forum, the larger the message number is, the greater persuasion effects are. But the message number has little effect on high-involvement shoppers.
2. There are significantly positive effects when the messages are structured as positive first then negative. But the message structure has little effect on experienced shoppers.
3. The persuasion effects of positive first then negative messages will be significant only if the number of messages on the Internet forum is large. On the other hand, such persuasion effects won’t be significant if there are limited messages.
4. The message number has a more significant influence on the low-involvement shoppers’ perception than the message structure does. But high-involvement shoppers’ perception is not influenced by both message number and message structure.
5. Positive effects of changing consumers’ perception can be obtained if an on-line shopping mall adopts a response strategy to the customers’ WOM messages. Such effect is more significant if a context-relevant strategy is adopted on non-experienced shoppers or high-involvement shoppers.
6. To experienced and high-involvement shoppers, the effects of changing consumers’ perception is indifferent between two response strategies. A context-relevant strategy increases the purchase desire of non-experienced and low-involvement shoppers.

並列關鍵字

WOM ； On-line Shipping ； Response Strategy

參考文獻

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