- 學位論文
網路口碑訊息標題對點閱行為的影響
Online Word-of-Mouth Message Headline：Influence on Click-through Behavior
摘要
先前研究對於網路口碑議題的諸多探討中，忽略了網路口碑標題設立的有無對瀏覽者點閱行為的影響；本研究先以國內美食評論極具公信力的網站－愛評網的口碑訊息標題作為分析樣本，訪談15名具瀏覽美食口碑經驗者，以了解瀏覽者在點選某則標題所關注的實質內容，透過結構化的方式剖析標題，將標題內容分為兩部分：主體（某產品或服務）、主體相關的事實（有關某產品或服務的敘述），藉此發展網路口碑訊息標題的類型，再以量化實證的方式，藉此測得不同產品屬性於不同標題類型的點擊表現。 本研究發現50.66%所關注的焦點為標題內容中所討論的主體，46.67%所關注的則為主體相關的事實，另有2例（2.67%）則因對標題特殊的呈現方式感到好奇而進行點選，顯示受訪者在所關注的標題雖有個體差異，但無一能完全不受標題敘述所影響；進一步將訪談內容資料進行整合與歸類，藉由反覆地概念化，最終將網路口碑訊息標題分為五類：功能利益、目錄索引、情感抒發、價性表態、情理兼具。實證研究結果顯示，各標題類型的點擊表現有顯著差異，但不同產品屬性的點擊表現並無顯著差異，故本研究結果可一般化至各產品屬性，總體而言，標題類型影響力大小依序為功能利益、情感兼具、價性表態、情感抒發、目錄索引，平均點擊率分別為79%、76%、50%、48%、17%。
並列摘要
Most studies hardly focus on the influence of online word-of-mouth (abbreviation: WOM) message headline on click-through behavior. In this study, sample collection is from the credible gourmet comment website- iPeen. In order to find what browsers care, writer interviews a total of 15 respondents who have experience of browsing gourmet comment. About data analysis, headline would be separated into two parts: subject (name of product or service), subject’s related facts (description of product or service). Based on the result of analysis, writer develops online WOM headline types. After that, writer tests click-through behavior of different product attributes in each online WOM headline type by quantitative research methods. The outcome shows 50.66% focus on the subject of headline, 46.67% focus on the subject’s related facts of headline, and 2.67% focus on the distinctive way of headline writing. Besides that, this study finds even though there is divergence among individuals, no one can completely escape from the influence of headline statement. By repeatedly conceptualization, this study develops five online WOM message headline types: benefit, index, emotion, valence, and complex. The result of quantitative research indicates there is significant difference between different headline types in click-through performance. However, there is no significant difference between different product attributes in click-through performance. It presents the result can be generalized to a variety of product attributes. Finally, this study deserves the influence ranking of headline types: benefit, complex, valence, emotion and index. The performance of click-through rate is 79%, 76%, 50%, 48% and 17% respectively.