負面口碑與衍生性口碑回應的情緒感染與傳播

Negative Emotion and Negative Word of Mouth Communication

羅于竣(Yu-Chun Lo)

指導教授 ： 汪志堅

國立臺北大學/商學院/資訊管理研究所/碩士(2012年)

摘要

本研究探討服務失誤後的負面口碑及衍生口碑中的負面情緒傳播與購後行為，以
及旁觀者情緒感染人格特質對於所接收到負面情緒的影響。

本研究共進行了四次的實證研究，實證研究一針對 51 篇真實的線上口碑與 781；實證研究二徵求 182 位受訪者，使其回想最近一次在餐廳遭遇服務失誤的情況，並進行線上問卷調查，以 PLS 方法了解負面情緒與線上口碑傳播動機間的關係；實證研究三針對 198 位線上受訪者進行問卷調查，問卷中模擬一個服務失誤的情境，以及後續產生的四種衍生性口碑回應，受訪者閱讀完後服務失誤情境後，被隨機指派閱讀一個衍生性口碑回應，之後詢問受訪者的情緒變化，以了解衍生性口碑對於情緒與購後行為的影響；實證研究四針對負面口碑對旁觀者的情緒影響進行探討，並探討旁觀者的情緒感染人格特質是否會影響旁觀者閱讀負面口碑後感受到的負面情緒，研究以 PLS 分析檢驗人格特質、負面情緒、傳播意圖、購買意圖之間的關係，並發現情緒感染人格會影響到所接受的到負面情緒強度。

本研究的四次實證研究結果顯示，服務失誤後，如果感到越生氣或越後悔，會更具有傳播意圖；當具有易受情緒感染的人格特質時，較容易感染到負面情緒，並且會提供協助傳播負面口碑的意圖和降低購買意圖。另外，本研究發現，經驗性的口碑回應會讓當事者的生氣和後悔情緒降低，而情緒性的口碑回應則會讓生氣的感覺有所緩和。最後，本研究依據實證分析結果提出結論與建議。

關鍵字

負面口碑；情緒；人格特質；購後行為

並列摘要

This research explores the negative emotion communication and post-consumption behavior of negative word of mouth after service failure, and the influence of on-lookers’ emotional contagion personality trait.

Four empirical studies were conducted to examine the
relationship between emotions, intentions, emotional contagion personality traits and ramifications of negative WOM communications. Study 1 used the content analysis to analyze the 51 practical online WOM articles and 781 ramifications of WOM to recognize
negative word of mouth including negative emotions and kinds of ramifications of WOM.
Study 2 asked for 182 online respondents to recall the service failures that encountered in the restaurant recently, and used PLS to test the relationship between negative emotion and intention to spread online WOM. Study 3 recruited 198 participants and a questionnaire was developed to simulate a service failure scenario, and there were four ramifications of WOM about the response to unsatisfied consumers’ experience. After participants reading the service failure scenario, they were assigned the ramifications of WOM response randomly and we examined the change in emotion to investigate the influence of ramifications of WOM to the emotion and post-consumption behavior. Study 4 focused on the effect of negative WOM
to on-lookers’ emotion. And we investigated whether on-lookers’ emotional contagion personality trait have impact on the negative emotion after on-lookers reading negative WOM.
This study used PLS to analysis the relationship among personality trait, negative emotion, intention to spread and purchase intention, and we found emotional contagion personality trait would affect the negative emotional intensity which people received.

The results of four empirical studies revealed that if you get more anger or regret after service failure, the more
intention to spread you have which exits positive relationship. However, people are affected by negative emotion easily that with emotional contagion personality trait, moreover, they will promote to spread negative WOM and decrease purchase intention. Besides, experiential response of negative WOM makes unsatisfied consumers’ negative emotion such as anger and regret lower, whereas emotional response of negative WOM can relieve anger emotion.

並列關鍵字

negative emotion；negative word-of-mouth；emotional contagion；dissatisfaction；purchase intention

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