企業回應網路負面口碑的策略對消費者之影響─以產品類別為干擾變數

The Impact Corporate Response Strategies of Online Negative Word of Mouth on Consumers: The Product Category as Moderator

張晨愉(Chen-Yu Chang)

指導教授 ： 蔡瑤昇 ； 廖森貴

國立臺北科技大學/管理學院/經營管理系碩士班/碩士(2013年)

https://doi.org/10.6841/NTUT.2013.00034

摘要

由於先前的研究大多以不滿意的消費者為觀點探討其抱怨行為，而較少從企業觀點探討該以何種策略做回應，故本研究探討企業在面對網路負面口碑，應該做出什麼樣的回應策略，並以產品類別作為干擾變數。從文獻探討中可歸納，三種回應策略分別是和解性、防衛性和不採取行動：而產品類別則分成經驗性產品和搜尋性產品。欲探討在企業採取回應策略後，何種策略最能改善消費者的購買意圖和企業形象。本研究以實驗設計模擬消費者在Facebook粉絲專頁所看到企業回應策略，並透過Facebook的連結管道進行電子問卷發放，共有六個實驗情境，每個情境取得35份問卷，共210份問卷，並利用SPSS軟體進行變數間的變異數與相關分析。
分析結果顯示，企業對於網路負面口碑不同的回應策略會顯著影響購買意圖和企業形象，而「不採取行動策略」最具負面影響。產品類別會顯著干擾企業回應網路負面口碑的策略對於購買意圖和企業形象之影響，且搜尋性產品之干擾效果較強。透過本研究，可對企業回應策略之領域更加瞭解，並對實務界有所貢獻。

關鍵字

負面口碑 ； 網路口碑 ； 企業回應策略 ； 產品類別

並列摘要

Because previous studies mostly focused on complaint behavior of disatisfied consumer; however, there’re few studies tried to explore what should companies do when they face online negative word of mouth. For this reason, the study focuses on finding what companies should do when they have problems with online negative word of mouth of different product categories. From conclusion of literatures, we can generalize corporate response strategies, including accommodative, defensive, and no action. Product category includes experience goods and search goods. This research purpose is to probe what kinds of corporate response strategies can improve purchase intentions and corporate image after companies implement them to deal withnegative word of mouth. This research adopts experiment design methodology to simulate corporate response strategies on Facebook, and give questionnaire by channel on Facebook. There’re 6 settings of experiment design, and collect data from 210 questionnaires, 35 questionnaires of each setting. And we analyze by SPSS.
The result shows that corporate response strategies of online negative word of mouth can influence purchase intentions and corporate image, but “no action” is the worst strategy. Product category can interfere in the impact of corporate response strate-gies, and “search goods” has the strongest effect of moderation. By this research, we can go deep into the field of corporate response strategies, and make some contributes to practice fields.

並列關鍵字

Negative Word of Mouth ； Online Word of Mouth ； Corporate Rsponse Strategies ； Product Category

參考文獻

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