創新擴散模型下的動態網路口碑傳播者－以電影產業為例

The Dynamic Senders of Electronic Word-of-Mouth (eWOM) via the Innovation Diffusion Model: Using the Movies Industry as an Example

林郁翔(Yu-Hsiang Lin) ； 游文婷(Wen-Ting Yu)

《行銷科學學報》 11卷1期 (2015/04) Pp. 1-35

https://doi.org/10.3966/181666012015041101001

摘要

過去許多有關網路口碑傳播者的相關研究，均採橫斷面調查方式進行調查，而忽略在產品擴散過程的動態觀點下網路口碑傳播者的類型。本研究應用Bass創新擴散模型的創新者和模仿者觀點，探討在電影產品擴散過程中，影響不同階段網路口碑傳播者傳播口碑的動機與其特質，並比較他們之間的異同。本研究以325位曾傳播電影網路口碑的消費者作為樣本，利用Logistic迴歸分析與ANOVA檢驗假說。結果顯示，儘管影響不同階段網路口碑傳播者（即創新者和模仿者）的口碑動機和其特質有許多相同之處，但仍存在許多差異。相較於模仿者，正面自我強化和幫助企業宣傳等網路口碑動機和注重個人內在價值觀（如尋求刺激和擁有較高的自尊心）之特質，對創新者的影響較大。宣洩負面情緒、關懷他人、強化社群利益等網路口碑動機，以及注重個人外在價值觀（如安全感和歸屬感）和人際關係價值觀（如注重與他人的關係、樂趣且享受生活）之特質，對模仿者的影響較大。篇末針對研究結果提出理論與實務意涵供後續研究參考。

關鍵字

網路口碑傳播者 ； 創新擴散模型 ； 網路口碑動機 ； 價值觀

並列摘要

Many past studies related to the types of electronic word-of-mouth (eWOM) disseminators conduct surveys through the cross-sectional survey method, while overlooking the eWOM disseminatortypes from the dynamic perspective during the product diffusionprocess. This study applies the innovators and imitators' perspectives from the Bass innovation diffusion model to explore the motivations affecting word-of-mouth dissemination by eWOM disseminators and their characteristics in different stages and compare the similarities and differences. We surveyed 325 consumers who had disseminated movie eWOM and conducted logistics regression analysis and ANOVA to test our hypotheses. The results show that despite the many similarities in the eWOM motivations and characteristics of eWOM disseminators (i.e. innovators and imitators) in different stages, various differences existed. Compared to imitators, positive self-enhancement, company advocacies, emphasis for individuals' intrinsic values (such as seeking excitement and having higher self-respect) have a higher impact on innovators. Venting negative feelings, caring for others, strengthening social benefits, emphasis for individuals' extrinsic values (such as a sense of security and belongingness), and interpersonal relationship values (such as emphasis for relationships with others and fun and enjoyment of life) have a higher impact on imitators. Finally, theoretical and practical implications are put forth to serve as a reference for follow-up research.

並列關鍵字

eWOM disseminator ； innovation diffusion model ； eWOM motivations ； values

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