電腦中介傳播對消費者口碑行為的影響

The Impacts of Computer-Mediated Communications on Word-of-Mouth Behavior

尚榮安(Rong-An Shang) ； 陳禹辰(Yu-Chen Chen) ； 周季穎(Chi-Ying Chou)

《電子商務學報》 9卷1期 (2007/03) Pp. 27-48

https://doi.org/10.6188/JEB.2007.9(1).05

摘要

網際網路與電腦中介傳播技術改變了人與人互動的方式與個人生活型態，這類整體社會環境的變遷，對企業經營會有重大影響，但目前研究不多。本研究探討電腦中介溝通對消費者口碑行為的影響，研究中整合傳播、社會心理、與消費者行為的相關理論，探討由社會臨場感、去抑制化等傳播技術特徵，影響社會互動與自我揭露等社會心理因素，以至影響口碑行為的過程。研究以情境問卷進行，並利用跨樣本線性結構模式與MANOVA檢驗，比較面對面、即時通訊、以及網路社群等溝通媒介的差異。結果顯示在網路社群的情境中，消費者口碑行為的傾向最低。此外，三種媒介中引發口碑行為的過程類似，媒體特徵會透過個人自我揭露動機引發口碑行為，但社會互動對口碑行為的影響並不顯著。

關鍵字

口碑行為 ； 電腦中介傳播 ； 社會臨場感 ； 社會互動 ； 自我揭露 ； 去抑制化

並列摘要

Internet has changed how people communicate with the others and how information distributes in society; however, few studies have investigated how people's new communication behaviors, as a component of business environment, affect business in the Internet era.
This study integrates theories from communication, social psychology, and consumer behavior to explore the impacts of Computer-Mediated-Communication (CMC) on consumers' word-of-mouth (WOM) behavior. The characteristics of low social presence and disinhibition of the CMC technology will affect users' social psychological factors, such as social interaction and self-disclosure, which in turn affect consumers' WOM behavior. We conducted a scenario survey to compare WOM behaviors and the motivations of them in the environments of face-to-face, instant messaging, and virtual communities. Results show that the model we proposed is robust and that CMC technology can affect consumers' WOM behavior, through their impact on the motivation of self-disclo sure.

並列關鍵字

Word-of-mouth ； Computer-mediated-communication ； social presence ； social interaction ； self-disclosure ； disinhibition

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