不同產品類別下口碑訊息來源順序與正負順序對消費者態度之影響

The order effect of recommendation source and message context on consumers’ attitude under different product types

蕭沂函(Yi-Han Hsiao)

指導教授 ： 練乃華

國立臺灣大學/管理學院/商學研究所/碩士(2007年)

https://doi.org/10.6342/NTU.2007.00263

摘要

之前的文獻當中雖有諸多關於口碑傳播的探討，但多針對訊息結構對消費者態度之影響，以及由一般消費者散播出來的口碑，而並未探討不同的訊息來源順序與產品類別的影響；因此本研究欲探討在不同產品類別下，口碑訊息的來源順序與內容順序對於消費者產品態度的影響。
本研究採用2 X 2 X 2之實驗設計，其中口碑訊息的來源順序（專家到消費者/消費者到專家）與訊息正負順序（正面到負面/負面到正面）為操弄之自變數，並以產品類別（專業性產品/經驗性產品）作為干擾變數，來觀察消費者對產品的整體態度、喜好程度與購買意願，再加上兩種問卷流程（前態度到後態度/直接形成後態度），共十六個實驗組。所得之結論如下：
一. 產品類別是專業性產品時，消費者對兩種訊息來源同等重視；產品類別是經驗性產品時，消費者較重視其他消費者意見。
二. 訊息來源順序對產品態度沒有效果，但和產品類別、訊息正負順序有交互作用效果。
三. 產品類別是專業性產品時，訊息正負順序主導消費者產品態度，發生近因效果；產品類別是經驗性產品時，則受到訊息來源與近因效果的同時影響。
四. 在兩種產品類別下，消費者的後態度皆會受到前態度之影響。
五. 在兩種產品類別下，消費者會在專家訊息內容是負面的時候，給予其專業程度較高的評價。
六. 消費者對負面口碑的傳播意願高於正面口碑。

關鍵字

口碑傳播 ； 產品類別 ； 訊息來源 ； 順序效果

並列摘要

Previous studies mainly focus on the effect of WOM message structure toward consumers’product attitude, and only discuss about the recommendation source as other consumers. Therefore, the study would like to explore the effect of WOM message on consumers’product attitude combined with the order effect of recommendation sources and message context under two product types.
A 2 X 2 X 2 experimental design was conducted. The order of recommendation sources (expert to consumers / consumers to expert) and the order of message context (positive to negative / negative to positive) are served as independent variables, and product type (experience good / credence good) is served as moderator. The dependent variable is consumers’attitude toward product performance, preference and purchase intention. There are two types of questionnaire flows (with pre-attitude/ without pre-attitude), which resulted in 16 experimental groups. The conclusions are as follows:
1. Consumers have the same attitude towards both recommendation sources when the product type is credence good, but pay more attention to other consumers’ opinion when the product type is experience good.
2. The order of recommendation sources has no effect on consumers’ product attitude, but has interaction effect with product types and the order of message context.
3. Consumers’ product attitude is influenced by the order of message context due to recency effect when the product type is credence good. However, consumers’ product attitude is influenced by both the recommendation sources and the order of message context when the product type is experience good.
4. For both credence good and experience good, consumers’ post-attitude is influenced by pre-attitude.
5. For both credence good and experience good, consumers provide better evaluation on the degree of expertise while receiving negative message from the expert.
6. Consumers have greater intention to spread negative message than positive message.

並列關鍵字

WOM ； product type ； recommendation source ； order effect

參考文獻

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