- 學位論文
網站特徵對網路口碑說服力效果影響之研究－比較訊息所處位置之差異
The Impacts of the Website Characteristics on Persuasiveness of Electronic-Word of Mouth: A on the Placement of Online Massages
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摘要
傳統口碑一直是消費者購買決策的重要參考。網路興起，以網站為媒介的口碑訊息流傳打破時空地理限制，提供消費者超越身邊親友外更廣泛的訊息來源，也因此訊息接收者經常對訊息傳播者一無所知，訊息可信度可能受到質疑。此時訊息所處網站的周邊線索，如第三方評價、抱怨處理公正性、訊息所處位置等，就可能成為消費者據以判斷訊息信任程度的依據。本研究旨在探討，訊息所處網站的周邊線索，是否會對訊息接收者訊息信任程度產生影響，並進而影響訊息說服效果。 本研究採實驗法，結果證實：第三方評價、網站抱怨處理公正性對消費者訊息信任具正向關係，進而影響消費者產品態度與購買意願。此外，訊息所處位置對網站抱怨處理公正性與訊息信任間關係調節效果顯著。在不同訊息所處位置下，第三方評價與網站抱怨處理公正性交互作用對訊息信任影響程度也不相同。訊息信任為第三方評價、網站抱怨處理公正性、以及第三方評價、網站抱怨處理公正性和訊息所處位置三者交互作用與訊息說服效果間關係之中介因子。本研究結果，對於網路留言版的管理者而言，可作為實務上，提升網站訊息信任程度、進而達成訊息說服效果策略的重要參考依據。
並列摘要
Word of mouth has been found to be influential on consumer purchase decision. As more consumers are relying on electronic word-of-mouth (E-WOM) to search for information, the trustworthiness of the E-WOM remains unknown. The current study aims to explore the characteristics affecting the trustworthiness of E-WOM, namely third-party evaluation, justice of complaint handling, and online placement. It is predicted that third-party evaluation, justice of complaint handling, and brand popularity have a positive impact on the trustworthiness of E-WOM and purchase intention, while the impacts will be moderated by the online placement. The predictions were examined in a 2 x 2 x 3 experimental study with a total of 356 valid cases. The results illustrated that third’s party evaluation and justice of complaint handling had positive and significant impacts on the trustworthiness of messages. The relationship varied by different online placements. The positive impacts of favorable positive third-party evaluation and justice are stronger for independent website and unpopular business website, and does not affect trustworthiness of popular business website. Implications for academic and business practices were further discussed.
參考文獻
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