自我調節及正負訊息對線上閱讀者之態度及口碑傳遞影響之研究

A Effect Study of the Self regulation and information valence on the Message Attitude and Word-of-mouth

莊浩偉(Haw-Wei Chuang)

指導教授 ： 李月華

淡江大學/管理學院/企業管理學系碩士在職專班/碩士(2010年)

https://doi.org/10.6846/TKU.2010.00595

摘要

近年國內外的網路世界越來越多樣化，由於網路本身就具備克服地域性及時間性限制的優勢，再加上它的型式己經相當多樣化，包括網路論壇、部落格或是臉書等多種型態，都擁有其個別的廣大使用族群，也因此網路上的訊息不但傳遞速度快，而且影響的層面也愈來愈廣泛。
本研究以網路族群為研究標的，探討不同的自我調節類型在接收到網路上的正負訊息時，對於訊息可信度與口碑傳遞（word-of-mouth）有何影響？
透過描敍性分析、信度分析、共變異數分析等統計方法，本研究結果如下所述：
1.不同的自我調節類型、接收到訊息的正負性、品牌態度與測試前口碑行銷對於訊息可信度並沒有影響。
2.不同的自我調節類型、接收到訊息的正負性、品牌態度與測試前口碑行銷對於測試後的口碑行銷有不同的影響。
3.接收到訊息的可信度會影響到測試後口碑行銷。

關鍵字

自我調節 ； 口碑傳遞 ； 訊息可信度 ； 品牌態度 ； 產品知識

並列摘要

Recently, the network is more and more diverse. Not only the network itself has the superiority which can overcome regional and the timely limit, but also its pattern is the diversification. There are many kinds of states, including the network forum, the Blog and the face book and so on, all have the individual general use tribal grouping tribal group. This makes the network messages not only spread fast but influence widely.
This research is based on the user of network. Discuss the different type of self regulation to receive the information valence , how did it effects the source credibility and word-of-mouth?
Here is through descriptive statistics, reliability analysis and ancova statistic methods and the results are as following:
1. Different type of Self regulation, Information valence on the Message, Brand attitude and origin Word-of-mouth will not influence the Message credibility.
2. Different type of Self regulation, Information valence on the Message, Brand attitude and origin Word-of-mouth will influence the Word-of-mouth.
3. Message credibility will influence the Word-of-mouth.

並列關鍵字

Self regulation ； Word-of-mouth ； Message credibility ； Brand attitude ； Product knowledge

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