- 學位論文
網路口碑訊息特性對收訊者再傳播意願之影響─以視覺提示為干擾變數
Using Visual Cues as Moderator to Explore the Effects of eWOM Characteristics on Re-Transmission Intention
摘要
大部份文獻皆認為數量和價性概念是衡量口碑最重要的兩種屬性，並以此探究口碑對收訊者的影響，而忽略了訊息本身特性，如：該訊息間的互動程度是否會影響線上社群的收訊者及網路間的互動程度或是訊息本身是否足夠豐富、有趣且生動？又或在越來越多的消費者深信「有圖有真相」的網路現況中，經常伴隨著口碑內容而呈現的圖片，對收訊者所具有的影響力；本研究依據真實網路口碑情境以互動性、生動性以及視覺提示等構面加以衡量，並以視覺提示作為干擾變項，以探究在此特性的影響下口碑對收訊者再傳播意願的影響。 本研究採以二因子實驗設計的方式針對不同組別之情境加以操弄，並特定美食產品為標的，透過網路問卷的蒐集，共取得364份問卷，有效樣本數共計299份（82％）；經分析結果顯示，不同的網路口碑訊息特性，對訊息接收者再傳播意願具顯著差異，而視覺在此具顯著正向干擾作用，特別是在低度豐富性的訊息對收訊者再傳播意願影響的干擾效果上更為顯著。
並列摘要
Previous electronic Word of Mouth (eWOM) studies usually focused on Word of Mouth (WOM) volume and valence; therefore they only focused on volume or positive/negative characteristics then ignored the impact of message’s characteristics. For example, Did the messages possess whether they are enough interactive, vivid, funny and lively? And more and more consumers convinced a picture paints a thousand words in network environment. Nowadays, eWOM often accompany with pictures and has the impact on the receiver. Hence, this research is based on real eWOM scenes and uses interactive, vivid and visual cues to measure the effects, and using visual cues is to be a moderator then explores the impact on receiver’s re-transmission intention. This study is based on two factors experimental design and uses food products to explore the effects. We have 364 questionnaires through online questionnaire and total effective sample are 299 questionnaires. However, the results show different eWOM characteristics will influence re-transmission intention and have the significant effect. In addition, visual cues have the moderating effect between eWOM characteristics and re-transmission intention. Further, low-riched eWOM characteristics (no vivid and no interactive) on re-transmission are more significant affected by visual cues.