隨著Web2.0的發展,網路評論(e-WOM) 成為消費者取得資訊和提供消費相關意見的途徑。然而,過去的研究往往將焦點著重於正面口碑傳播機制的探討,且大多只集中在網路口碑對消費行為的影響以及訊息傳播的過程,未能完全衡量受測者的心理知覺。因此本研究透過展望理論與涉入的觀點來探討消費者對訊息處理的選擇路徑,並探討在不同的訊息特性以及呈現方式下,影響負面訊息對消費者心理認知和購買意願的因素。 本研究採用實驗室實驗法,實驗中操弄負面評論的訊息特性「論點品質 高/低」、「呈現順序 前/後」與「訊息數量 多/中/少」,並將之設為三個實驗分別進行,透過模擬的網路購物環境,讓受測者依序瀏覽3C產品「手機」、「相機」與「MP4」的相關評論後,進行問卷的填寫。 研究結果發現,網路負面評論的「論點品質」、「呈現順序」與「訊息數量」特性皆對消費者的認知風險、態度與購買意願有顯著影響,且消費者的風險認知確實產生負面的態度與購買意願。
With the development of Web2.0, e-WOM has become the pathway for consuner To obtain and provide the information of consumer-related.However, past studies tend to focus on the spread of positive WOM, consumer behavior and information dissemination process.That may not measure the subject's spsychology of perception completely. The study include:the aspects of prospect theory and involvement theory. In order to discuss that onsumers choose which path of the message processing, and explore the impact of negative information on consumer perceived and purchase intention. This research adopts the experimentation by desiging the message characteristics "argument quality high / low", "presentation order before / after" and "the messages quantity numerous / medium / small". There are three experiments were conducted through simulated online shopping environment for the subject reading the related comments of 3C products including "mobile phone", "camera" and "MP4". In the results of study we can find that the characteristics of negative e-WOM including "argument quality", "presentation order" and "the messages quantity" will influence the consumer’s risk perceived,attitude and purchase intention.