社群經濟下之行動社群廣告、口碑順序與情緒關係研究

Socialnomics: The Relationships between Mobile Social Advertising, Word-of-Mouth (WOM) Order, and Emotion

林郁翔(Yu-Hsiang Lin)

《管理評論》 36卷3期 (2017/07) Pp. 43-67

https://doi.org/10.6656/MR.2017.36.3.CNI.043

摘要

行動社群已成為互聯網+企業不可或缺之重要工具。然而，由於消費者常暴露於廣告和正反口碑充斥的行動社群環境中，當廣告搭配先正面後負面口碑呈現順序時，抑或搭配先負面後正面口碑呈現順序時，對消費者情緒之影響為何仍未得知。此亦為過去探討單一訊息論點對情緒影響之層級效果模式所無法解釋。本研究應用「初始—新近」效果，探討行動社群廣告和不同正負面口碑順序對消費者情緒之交互影響效果。主要結果顯示，瀏覽同理心行動廣告會誘發初始效果發生，進而使前端的正或負面口碑對消費者情緒產生較大影響，其中又以先正後負面口碑順序對正面情緒的影響最大。反之，瀏覽刺激性行動廣告會誘發新近效果發生，進而使後端的正或負面口碑對情緒產生較大影響，其中又以先正後負面口碑順序對負面情緒的影響最大。額外檢驗發現，正面情緒與購買意願呈倒U字型關聯。

關鍵字

互聯網+ ； 社群經濟 ； 行動社群廣告 ； 口碑順序 ； 情緒

並列摘要

Mobile social media has become an indispensable tool for Internet+ businesses. However, consumers are often exposed to the environment of mobile social media through advertisements that are full of positive and negative word-of-mouth (WOM) content. The influence of advertising combined with a positive-negative WOM order (or vice versa) on consumer emotions is poorly explained by the current ＂impact of a single message＂ argument through the hierarchy-of-effects model. Therefore, this study utilized the primacy-recency effect theory to examine the interactive effects of social advertising and different WOM orders on consumer emotions in mobile social media. Our main findings revealed that consumers who view empathetic content social advertising are mainly affected by the primacy effect, indicating that early positive or negative WOM content has a higher effect on consumer emotions. This effect also allows for a positive-negative WOM order to have a larger impact on the positive emotions of consumers. By contrast, consumers who view stimulating content social advertising are mainly affected by the recency effect, indicating that the later positive or negative WOM content has a larger impact on consumer emotions; this effect also allows for a positive- negative WOM order to have a larger impact on the negative emotions of consumers. Further examination revealed that consumers’ positive emotions have an inverted-U effect on purchasing intention.

並列關鍵字

Internet+ ； Socialnomics ； Mobile Social Advertising ； Word-of-Mouth Order ； Emotion

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