贈品活動之知覺價值對負面口碑與再購意願關係影響之研究－以旅遊服務業為例

The Effects of Gift Activities Perceived Value on the Relationship between Negative Word-of-Mouth and Repurchase Intention-Evidence from Travelling Service Industry

石雅華(Ya-Hua Shih)

指導教授 ： 洪麗花

健行科技大學/管理學院/經營管理研究所/碩士(2009年)

https://doi.org/10.6824/UCH.2009.00010

摘要

由於社會資訊網路的進步，世界各地的人們不斷對任何事物產生看法與意見，甚至會主動與他人分享自己的經驗，透過網路、電話、電子郵件或者面對面傳遞訊息，也因此，口碑訊息扮演非常重要的因素，甚至比其他商業宣傳方式更具影響力，是最佳的行銷工具。
在過去的文獻中，指出口碑會影響購買行為，但是往往研究多著重於正面口碑；且促銷活動會刺激銷售量，但都是以各別角度探討。本研究之目的在探討負面口碑與再購意願之關係，並加入贈品活動探討是否有干擾效果。近年來旅遊成為熱門話題，無論是國內或國外旅遊，都很受國人歡迎。但旅遊市場一向敏感脆弱，一有風吹草動的負面訊息，立即受到波及，讓消費者卻步，都會立即反應在買氣上。因此，本研究欲選旅遊服務業來作研究。
　　本研究運用線性迴歸以桃園縣各大專院校日夜間部之學生及民眾為研究對象，研究結果指出1.負面口碑之傳播者專業、接收者專業及兩者相似性會負向影響再購意願。2.當有贈品促銷活動時，負面口碑因素之接收者專業對再購意願有顯著關係。

關鍵字

負面口碑 ； 促銷 ； 再購意願

並列摘要

With the progress of social information network, people around the world express views and opinions regarding any things, sometime even via internet, telephone, e-mail or face to face to share their experience initiatively. Therefore, word-of-mouth plays a very important factor that is even more powerful than other commercial advertising. It is the best tool of marketing.
Previous literature indicated that word-of-mouth affects purchase, but more emphasis on positive Word-of-mouth; Moreover, promoting activities stimulate sales, but they are explored from individual perpectives. The purpose of this study is to explore the relationship between the negative word-of-mouth and repurchase and gift activities play the moderate role. Recently, travelling becomes a popular topic, whether domestic or foreign travel. But the markets of travel are very sensitive, once negative message emerge, then it will be affected and consumers go away, next will refect the climate of purchase immediately. Therefore, this study selects travelling services industry as the object of this research.
This study adopts linear regression and the target of this study is the people and day and night undergraduate students in Taoyuan county. The result shows negative word-of-mouth of professional disseminators, professional receivers and the similar of both disseminator and receivers have negative significant influence on repurchase. Additionally, gift promoting activities has a moderate effect between the negative word-of-mouth of professional receivers and repurchase.

並列關鍵字

Negative Word-of-Mouth ； Promotion ； Repurchase

參考文獻

一、中文文獻

1. 林建煌，消費者行為，智勝文化事業有限公司，台北，民國九十二年。

2. 丁紹棟，「以促銷方案來刺激正面口碑的意願」，國立台灣大學管理科技系碩士班，碩士論文，民國九十五年。

3. 王旭民，「參考價格建構方式、脈絡線索對消費者價格認知的影響」，國立中央大學企研所，碩士論文，民國八十四年。

4. 朱家賢，「促銷性廣告、產品品牌聯想形象、消費者屬性對廣告效果影響之研究，東吳大學企業管理研究所碩士論文」，民國八十九年。