內外控人格特質干擾接收者傳播口碑意圖之研究

The Role of Personality Between Electronic Word-of-Mouth and Word-of-Mouth Intention

黃詔宏(Chao-Hung Huang)

指導教授 ： 蔡瑤昇

國立臺北科技大學/管理學院/商業自動化與管理研究所/碩士(2011年)

https://doi.org/10.6841/NTUT.2011.00099

摘要

網際網路的發展，提供了消費者更多分享口碑訊息的管道，而口碑訊息中的正負面評價及情感線索，於口碑傳遞過程中，往往扮演著影響消費者態度及行為的關鍵角色。回顧過去文獻多著重於口碑發生後之結果，較少著墨於口碑行為發生前的意圖，同時，對於口碑傳播者人格特質的研究，亦多聚焦在意見領袖及市場行家，卻鮮少關注於一般大眾傳播者。
本研究採用實驗設計的方式模擬 BBS 討論區之情境，並使用內外控人格特質量表，衡量受測者人格特質，共取得645份問卷，有效問卷410份(64%)；研究結果證實網路口碑會影響接收者的口碑意圖，而接收者不同的人格特質在網路口碑與口碑意圖間也扮演著干擾的角色，其中，外控人格傾向者接收到口碑訊息後，會較內控傾向者產生較高的口碑意圖。

關鍵字

網路口碑 ； 口碑意圖 ； 內外控人格特質

並列摘要

With the development of the Internet, customers have more channel to spread WOM information, the valence and Emotional cues of the WOM always play the critical role of affecting consumer attitude and behavior in the process of spreading WOM. Reviewing previous study of WOM, most of studies focus on the effect of WOM, but overlooked the intention when consumers spreading it. Also, previous study of WOM spreader, most of studies focus on the personality of opinion leadership and market maven, but overlooked the personality of other peoples who spread WOM.
This study delivered the on-line questionnaires through experiment design of the BBS. From the 645 respondents contacted, 410 were effective (64%). The results showed that the electronic word of mouth (valance and Emotional cues) are related to receiver’s word-of-mouth intention, and the receiver’s personality have moderating effect of the relationship between the electronic word of mouth and word-of-mouth intention. In another part，when receive WOM information the external locus of control have more word-of-mouth intention than Internal locus of control.

並列關鍵字

electronic word-of-mouth ； word-of-mouth intention ； locus of control

參考文獻

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