正負面訊息與網頁情境對部落格口碑效果之研究－以涉入程度為調節變數

The Influence of Message Framing and Web Context on Blog eWOM Effectiveness－The Moderating Role of Involvement

鍾旻茹(Ming-Ru Chung)

指導教授 ： 邱光輝

國立臺北大學/商學院/企業管理學系/碩士(2010年)

摘要

在現今網路應用普及的年代，消費者購物前透過部落格搜尋商品資訊與比價行為，做為決策依據之情形已相當普遍。然而，在為數眾多的部落格文章中，什麼樣的部落格文章能讓消費者取信、採納，什麼樣的文章內容又能刺激消費者之購買意願，為本研究欲探討之問題。
本研究架構於雙重路徑理論之上，試圖藉由資訊性影響因素中的部落格訊息類型、資訊豐富度，以及規範性影響因素的迴響正負面訊息，探索影響部落格可信度、採用度，與購買意圖之口碑效果。本研究採3 (訊息類型1、訊息類型2、訊息類型3) x 2 (有實體照片、無實體照片) x 2 (迴響支持、迴響不支持)，共12種不同情境組合進行實驗設計施測。
在樣本回收分析後得出，主效果部分，部落格正面訊息有助提升購買意圖。有實體照片之網頁情境有助於提升可信度與購買意圖。而迴響的支持與否，對於部落格口碑效果三者皆有影響，顯示迴響意見對於部落格口碑之影響甚鉅。
此外，在兩兩交互作用方面，當部落格訊息與迴響訊息一致時，有助於提升可信度與採用度。涉入程度較高的消費者，則會正面強化迴響正面訊息對購買意圖的關係。值得注意的是，當產品存有些許的負面口碑，不全然是件壞事，因為些許的負面口碑反而會提升消費者的可信度。

關鍵字

部落格口碑 ； 雙重路徑理論 ； 可信度 ； 採用度 ； 正負面訊息

並列摘要

Following the extensive development of network technology, it became more common that consumer search for the information of products and doing price evaluation through blogs. However, among the numerous blog articles, what kind of them can make consumer to feel credible and adoptable, What kind of them can stimulate consumer’s purchase intention? Above questions is discussed in this research.
This research is base on the dual-process theory, we will explore the credibility, adoption, and purchase intention of blog eWOM through two determinants: informational and normative. Informational determinant includes message types of blog and its information richness, and we define the comment message of blog as a normative determinant. This research is randomly assigned to one of each experimental manipulation in a 3(message type 1, type 2 and type 3) x2(with photo vs. without photo) x2(comment messages support vs. not support). With 12 subjects designed in this research.
Results of our experiment reveal that the positive messages of blog can enhance purchase intention, the web contexts with photos can enhance credibility and purchase intention. The comment messages support products or not cause great impacts to blog eWOM which includes message types of blog, information richness and comment messages.
Beside, in factors interaction, when blog messages and comment messages are consistent, credibility and adoption increase. Higher level of consumer involvement will strengthen the relation between positive comment massages and purchase intention. It's noteworthy that a bit of negative evaluation is not entirely a bad news , because a bit of negative evaluation will increase the credibility of the comment massages of blog.

並列關鍵字

Blog eWOM ； Dual-process Theory ； Credibility ； Adoption ； Message Framing

參考文獻

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