負面口碑對消費者購買決策之影響

THE INFLUENCE OF NEGATIVE WORD-OF-MOUTH ON CONSUMER PURCHASE DECISION.

蔡文碩(Wen-shuo Tsai)

指導教授 ： 潘明全

大同大學/經營設計學院/事業經營學系所/碩士(2004年)

摘要

本研究是在探討負面口碑效應。負面口碑（negative word-of-mouth）是指當消費者對於某項產品、服務有不滿意的購買或使用經驗發生時，而將這些不滿意的經驗告訴週遭的親朋好友，並建議他人不要購買或使用此產品的過程。

　　本研究中是在探討：「負面口碑強度」、「傳播者專業」與「關係強度」對於「消費者購買決策」的影響，並加入接收者的「涉入程度」為干擾變數，加以探討是否會對負面口碑訊息所造成的負面效果產生干擾作用。本研究以大同大學經營設計學院作為研究對象，請問卷填寫者回憶過去最近一次受負面口碑訊息影響的購買經驗。

　　研究結果發現：「負面口碑強度」、「傳播者專業」與「關係強度」會影響消費者購買決策：當負面口碑訊息越強烈、越是堅定時，消費者就越會受此負面口碑所影響；當訊息傳播者越專業時，消費者就越會受此負面口碑所影響；當訊息傳播者與訊息接收者雙方的關係強度越強時，負面口碑就越會影響消費者購買決策。而在干擾變數方面，涉入程度對負面口碑所產生的負面效果只產生部份的干擾作用。但研究中意外發現，「涉入程度」對應變數「消費者購買決策」有負向的直接影響關係。

關鍵字

負面口碑強度 ； 傳播者專業 ； 負面口碑 ； 口碑 ； 涉入 ； 關係強度

並列摘要

This research is to investigate negative word-of-mouth（NWOM）effect. Negative word-of-mouth means that, when consumers have dissatisfying purchasing or using experiences to a product or service, the process to tell others the dissatisfying experiences and to suggest others not to purchase or use this product.

　　This research is to discuss the influence of「Strength of negative word-of-mouth」、「Disseminator’s expertise」 and 「Strength of relationship」on consumer purchase decision, and this study also discusses how「Involvement」play as a moderator on the negative effect. Data for the study were obtained by questionnaires, completed by 204 students of Management and Design College of Tatung University. The questionnaires asked respondents to recall past experiences in regarding to purchase behavior affected by NWOM before answering the questions.

　　The results reveal that 「Strength of NWOM」,「Disseminator’s expertise」 and 「Strength of relationship」 would affect the consumer purchase decision; the stronger the strength of NWOM is, the more influential it is on consumer purchase behavior; the higher the information disseminator’s expertise is, the more influential it is on consumer purchase behavior; and the greater the relationship strength is, the more influential it is on consumer purchase behavior. Involvement plays a moderator role between negative effect and consumer purchase decision. Involvement has a negative correlation consumer purchase decision, the higher the involvement is, the lower the influence of the negative information on the purchase decision is.

並列關鍵字

Disseminator’s expertise ； Involvement ； NWOM ； Strength of NWOM ； Strength of relationship ； WOM ； Word-of-mouth

參考文獻

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