網路負面口碑對消費者知覺可信度和購買意願之影響

Influences of Online Negative Word of Mouth on Consume Perceived Credibility and Purchase Intention

莊頤哲(Yi-Che Chuang)

指導教授 ： 陳宜棻

中原大學/商學院/國際經營與貿易研究所/碩士(2016年)

https://doi.org/10.6840/cycu201600270

摘要

過去研究顯示網路口碑(e-WOM)對於消費者購買決策有重要影響，然而多數網路口碑研究並無將網路負面口碑(e-NWOM)獨立討論，若是要利用負面口碑的高傳播速度在網路上行銷產品，需先了解網路負面口碑對消費者的影響。故本研究提出兩個實驗探討網路負面口碑對消費者的影響，第一組實驗設計探討暴露在網路負面口碑情況下，2 (產品知名度：高 / 低) × 2 (口碑順序：正面 / 負面)、2 (口碑強度：強 / 弱) × 2 (口碑順序：正面 / 負面)和2 (產品類型：搜尋品 / 經驗品) × 2 (口碑順序：正面 / 負面)與消費者知覺可信度的關係。第二組實驗設計探討暴露在網路負面口碑情況下，2 (產品效用：高 / 低) × 2 (情緒依附：有情緒依附 / 無情緒依附)與消費者購買意願的關係。以上實驗均採用網路問卷調查合計共有530位受試者，皆為曾閱讀過網路口碑的台灣讀者。第一組實驗結果顯示產品知名度對知覺可信度呈負向關係，口碑強度和搜尋品對知覺可信度呈正向關係；當第二次口碑為正時會降低影響口碑強度和知覺可信度的正向關係，即網路負面口碑有近因效果。第二組實驗結果顯示產品效用和購買意願呈正向關係；當有情緒依附時會增加產品效用和購買意願的正向關係。綜合以上研究結果可發現高知名度產品和搜尋品可利用網路負面口碑當作推廣產品的手法，並在適當時機利用近因效果扭轉情勢。若產品的效用符合消費者的需求，即不用怕網路負面口碑的攻擊另可利用消費者的高情緒依附增加銷售量。

關鍵字

網路負面口碑 ； 口碑順序 ； 情緒依附 ； 知覺可信度 ； 產品效用 ； 口碑強度

並列摘要

Online consumer reviews provide product information and recommendations from the customer perspective. Marketing scholars and experts recognize the power of electronic negative word of mouth (e-NWOM) to influence perceived credibility and purchase intention. However, most previous studies have examined the influence of word of mouth (WOM) on purchase intention. This study presents two experiments that examine the influence of e-NWOM. Experiment 1 investigated perceived credibility based on 2 (product awareness: high / low) × 2 (order effect of WOM: positive / negative), 2 (strength of WOM: high / low) × 2 (order effect of WOM: positive / negative), and 2 (product type: search good / experience good) × 2 (order effect of WOM: positive / negative). Experiment 2 investigated purchase intention based on 2 (product utility: high / low) × 2 (emotional attachment: attachment / no attachment). The experiments involved 530 people from Taiwan who read e-WOM. Experiment 1 demonstrated that high product awareness and weak e-WOM have less influence on consumer perceived credibility of the e-WOM than do low product awareness and strong e-WOM and that e-NWOM has less influence on consumer perceived credibility of the e-WOM for a search good than for an experience good. However, the moderating, order effect of WOM reverses the effects on consumer perceived credibility. In the presence of e-NWOM, the next e-NWOM will increase the perceived credibility at low strength of WOM. Experiment 2 demonstrated that products to which consumers have high emotional attachment can change the effect of e-NWOM on purchase intention despite low product utility. These findings can be applied to marketing strategy.

並列關鍵字

electronic negative word of mouth (e-NWOM) ； order effect ； emotional attachment ； perceived credibility ； product utility ； strength of WOM

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