負面情緒和人格特質對負面網路口碑之影響

The Effect of Negative Emotion and Personality Trait on Negative eWOM

朱怡臻(Yi-Chen Chu)

指導教授 ： 李正文

中原大學/商學院/國際經營與貿易研究所/碩士(2014年)

https://doi.org/10.6840/cycu201400671

摘要

隨著網際網路的蓬勃發展，網際網路扮演著前所未有的延展性和速度。以往的研究主要是在探討消費者的傳統口碑傳播動機，少有針對網路口碑傳播動機的研究，更少探討傳播負面網路口碑的動機，因此探討在服務失誤後，消費者的負面網路口碑行為意圖之影響因素。

本研究之目的在於探討消費者在遭遇服務失誤後，其負面情緒、人格特質與負面網路口碑的關係。本研究以網路使用者為研究對象，並請受訪者回想最近一次的服務失誤經驗。以便利抽樣方式進行問卷調查法，共得有效問卷318份，有效問卷之回收率為90.86%。本研究採用SPSS 19.0與SPSS Amos 21統計分析軟體進行統計分析，使用的資料分析方法包括：敘述統計、驗證性因素分析、信度分析、效度分析以及結構方程模式。

根據本研究之資料分析所得到的結果如下: (1)失望對負面網路口碑意圖有顯著正向影響。(2) 沮喪對負面網路口碑意圖有顯著負向影響。 (3)後悔對負面網路口碑意圖有顯著負向影響。 (4) 無助對負面網路口碑意圖有顯著正向影響。 (5) 生氣對負面網路口碑意圖無顯著影響。 (6) 利己主義對負面網路口碑意圖有顯著正向影響(7) 利他主義對負面網路口碑意圖有顯著正向影響。 (8) 集體主義對負面網路口碑意圖有顯著正向影響。並能解釋85%的變異程度。

關鍵字

負面網路口碑 ； 負面情緒 ； 人格特質

並列摘要

With the proliferation of the Internet, electronic word-of-mouth (eWOM ) possesses unprecedented scalability and speed of diffusion. Prior research mostly investigated consumers' motives for engaging in general WOM rather than engaging in specific eWOM. Specifically, little is investigated about the motives for negative eWOM. Due to these, we explore the antecedents of consumers' negative eWOM behavioral intention after service failure.

The purpose of this research aims to explore the relationship between negative emotion, personality trait and electronic word-of-mouth intention after service failure. The participants of this study were the internet user. The questionnaires asked respondents to recall the latest service failure experiences before answering the questions. Sample methods adopted questionnaires and 318 valid questionnaires were collected which were collected with 90.86% return rate. This research using SPSS 19 and SPSS Amos 21 statistical software to analyze the data, and statistics analysis methods includes descriptive statistics, confirmatory factor analysis (CFA), reliability analysis, validity analysis and structural equation modeling.

According to the result of this study are shown as follows: (1) Disappoint has a significant positive effect on negative eWOM Intention; (2) Frustration has a significant negative effect on negative eWOM Intention; (3) Regret has a significant negative effect on negative eWOM Intention; (4) Helpless has a significant positive effect on negative eWOM Intention; (5) Anger has no significant effect on negative eWOM Intention; (6) Egoism has a significant positive effect on negative eWOM Intention; (7) Altruism has a significant positive effect on negative eWOM Intention; (8) Collectivism has a significant positive effect on negative eWOM Intention. And it accounts for 85% of the total variance.

並列關鍵字

Negative electronic word-of-mouth ； Negative emotion ； Personality Trait

參考文獻

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