口碑訊息特性對消費者口碑回應之影響―以情緒為中介變數

Using Emotions as Mediator to Explore The Effects of Word-of-Mouth Characteristic on Word-of-Mouth Response

吳宗諭(Tsung-Yu Wu)

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(2010年)

摘要

網際網路的蓬勃發展，使得口碑訊息以更為多樣化的特性呈現於網路中，本研究跳脫過往文獻多採數量和正負面特性的衡量指標，以Sweeney, Soutar and Mazzarol （2008）提出的訊息生動性、訊息故事性來探討消費者接收訊息後的口碑回應，同時，納入情緒為中介變數，進一步探究情緒面對網路口碑訊息與口碑回應間之中介效果。本研究使用量化分析方法，問卷採網路發放，總計回收273份有效問卷，使用SPSS軟體進行單因子多變量變異數分析、典型相關分析、簡單迴歸分析，並以AMOS進行模型配適度檢定。本研究發現口碑訊息特性對口碑回應中的購買意願、口碑意圖有正向顯著影響；對微弱回應有負向顯著影響，且情緒的確在口碑訊息特性與口碑回應間產生中介效果。

關鍵字

口碑訊息特性 ； 口碑回應 ； 情緒

並列摘要

The boom of the Internet, making word-of-mouth presented in a diversity way on the network, the study thinks outside the box of positive negative and quantitative characteristics of word-of-mouth, using the aspect of Sweeney, Soutar and Mazzarol（2008）put forward the message of vividness, the message of the storytelling, and the massage of visual cue, to explore the reaction after receiving word-of-mouth, at the same time, put the emotional as an mediator, and further explore the mediator effect in the characteristic of online word-of-mouth and word-of mouth reaction. The study taking quantitative analyzing, using internet questionnaire, recovering of 273 valid questionnaires, using SPSS software for one-way manova, canonical correlation analysis, simple regression analysis, and also AMOS for model fit.
The study found positive influence between word-of-mouth characteristics and purchase intention, word-of-mouth intention；and negative to weak response, and emotions as a mediator between characteristics of word-of-mouth and word-of-mouth response.

並列關鍵字

the characteristic of word-of-mouth ； word-of-mouth response ； emotion

參考文獻

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