信念與態度在不實線上口碑傳播過程中的轉變–縱貫性研究

Belief and Attitude Changes in the Dissemination Process of Deceptive eWOM: A Longitudinal Study

施權峰(Shih Chuan-Feng)

指導教授 ： 黃旭立

國立臺北大學/商學院/企業管理學系/碩士(2015年)

摘要

近年來，越來越多的消費者依賴網路口碑進行產品資訊搜索和購買決策制訂。為了能吸引消費者的目光，有些企業將產品推廣訊息偽裝成使用者評論（不實口碑)。過去的文獻缺乏不實口碑傳播過程以及長期效果的實證研究，因此本研究試圖使用縱貫性研究，探討消費者隨著時間的推移，在不實口碑的傳遞過程中，其信念與態度所產生的變化為何。研究成果可以對不實口碑的傳播過程有初步的認識與了解，並為今後相關的研究提供理論基礎。此外，可以指引企業如何管理付費型口碑，避免品牌形象和聲譽上的損害。

關鍵字

資訊串接 ； 羊群效應 ； 不實網路口碑 ； 縱貫性研究

並列摘要

To minimize risk, consumers seek out electronic word-of-mouth (eWOM) from others before making purchasing decisions. However, more and more companies create deceptive eWOM, disguising promotional messages as user-generated product reviews in order to attract and retain consumers. For the lack of empirical studies on deceptive eWOM and its long-term effects, this study is the first longitudinal study to examine consumers’ belief and attitude changes in the dissemination process of deceptive eWOM. The research findings can provide preliminary knowledge and understanding of the effects of deceptive eWOM and guide firms to develop more effective eWOM marketing while getting avoid of the damage of brand image and reputation.

並列關鍵字

Information cascades ； Herd behavior ； eWOM ； Longitudinal study

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