網路社群負面口碑對消費者的評價之影響-網路社群意識感的干擾效果

近年來隨著不同類型的網路社群平台崛起，除了維繫日常生活的社交外，消費者在購買產品之前傾向先在網路社群平台上搜尋產品相關的使用心得，因此本研究想要了解，當消費者搜尋產品相關資訊時，若是看到不同程度之負面口碑，是否會影響消費者對產品評價與產品評分，並進而影響品牌態度。除此之外，為了讓本研究架構更有參考價值，本研究將負面口碑細分成「可接受」與「不可接受」之負面口碑，並加入產品之市場綜合評分以及網路社群意識為干擾變數，並創造出四種不同的情境，觀察是否會有不同影響的結果產生。本研究使用Google表單在網路上隨機發放問卷，藉由反向題的設計，刪除無效之問卷，並使用SPSS25.0針對218份之有效問卷樣本進行研究分析，並確認研究結果符合效度與信度之標準，以確保本研究結果能對學術研究有貢獻。根據本研究結果顯示，不同程度之負面口碑對消費者對產品評價與產品評分之影響為顯著，並且會進而影響品牌態度。除此之外，市場綜合評分會干擾消費者對產品評價與產品評分，而網路社群意識則無顯著之干擾效果。

關鍵字

口碑；社群意識；負面口碑；產品評價；品牌態度

並列摘要

In recent years, with the rise of different types of online social platforms, people are not only using them to maintain a daily social life but also search for other’s product evaluation before purchasing. Therefore, this research created four kinds of negative word-of-mouth scenarios to realize how consumers’ evaluation, product rating, and brand attitude are affected by that. Moreover, this research divided negative word-of-mouth into acceptable and unacceptable groups and added a comprehensive score and sense of online community as moderating variables to enrich the research’s value. This research randomly distributed questionnaires with Google Form on the Internet and deleted invalid questionnaires by reversed questions. By using SPSS25.0 to analyze 218 valid samples, and ensure that the research results fit the validity and reliability to make sure have a contribution to academic research. According to the results of this research, different degrees of negative word-of-mouth have a significant impact on the consumers' product evaluations and the product ratings and will affect the brand attitudes as well. Besides, the moderating effect of the comprehensive score has a significant impact on the consumers' product evaluations and product ratings, while the online community awareness has no significant impact.