隨著網際網路的發展,消費者不僅能在網路上得到第一手的產品資訊,還能夠藉由網路口碑的方式,與其他消費者交換彼此的消費經驗。而負面口碑的產生,就是消費者對其本身不愉快消費經驗的一種回應。本研究主要在探討網路負面口碑的呈現方式對消費者知覺的影響。並且,考慮消費者自身的人格特質,本研究亦加入口碑傳播者與接收者的人格特質作為干擾變數,探討其對於消費者知覺可信度、沉浸作用及同理心的影響。 本研究共分為三個實驗。問卷的發放以網路問卷及紙本問卷兩種方式進行。網路問卷主要是透過BBS(批踢踢)來發放;而紙本問卷是採用便利收樣,在元智大學、東吳大學及耕莘健康管理專科學校發放為主。研究結果顯示不同的負面口碑呈現方式對於消費者知覺有顯著的影響。此外,口碑傳播者與接收者的人格特質亦對消費者知覺有不同程度的干擾效果。由以上結果,本研究亦提出學術上的貢獻、未來研究方向及實務上的建議。
As the development of the Internet, consumers can not only gather unbiased product information but also exchange their own consumption experiences by engaging in electronic word-of-mouth (eWOM). Negative word-of-mouth is one form of consumer response to dissatisfaction consumption experiences. This study primarily investigates the experiential presentation of online negative word-of-mouth on recipients’ perceptions. Considering the variety of personal characteristics, this study also examines the influence of individual factors affecting the effect of online negative word-of-mouth on recipients’ perceived credibility, transportation, and empathy. Three experiments were conducted by collecting 1666 valid questionnaires from the Internet and Northern universities in Taiwan. The results suggest that vividness, diagnosticity and authenticity presentations of online negative WOM strongly affect recipients’ perceptions. In addition, communicators and recipients’ characteristics also moderate the effect of experiential presentation of online negative WOM on recipients’ perceptions. From the results, the contributions for academic as well as implications for managerial are provided.