廣告與負面口碑傳播之整合效果研究

The Integrating Effect of Advertising and Negative Word-of-Mouth

王惠萱(Hui-Hsuan Wang)

指導教授 ： 練乃華

國立臺灣大學/管理學院/商學研究所/碩士(2004年)

https://doi.org/10.6342/NTU.2004.00190

摘要

過去探討廣告與負面口碑對消費者態度影響的文獻中，幾乎都侷限於探討單一來源的訊息，Smith & Vogt（1995）指出，正面廣告和負面口碑會大幅改變消費者對於資訊的處理結果，然Smith & Vogt研究中設計的負面口碑訊息只有一種。而Laczniak, DeCarlo & Ramaswami（2001）把負面口碑設出三種不同的情境來研究其對消費者的溝通效果與歸因。本研究建立在Smith & Vogt的研究之上，再加上三種不同的負面口碑訊息歸因容易度，來研究負面口碑與正面廣告之間的整合效果。

本研究操弄廣告與負面口碑的順序（只接觸廣告vs.只接觸負面口碑vs.先接觸廣告再接觸負面口碑vs.與先接觸負面口碑再接觸廣告），與負面口碑訊息的歸因容易度（易歸因負面訊息至產品vs.不易歸因負面訊息vs.易歸因負面訊息至訊息傳播者），分成十個實驗組，以旅行社為大學生設計的畢業旅行專案做為實驗產品。主要結論如下：

一、負面口碑只有在歸因容易度為易歸因負面訊息至產品時，才會對廣告的溝通效果有顯著的影響。
二、先接觸廣告再接觸負面口碑者的購買意願優於與先接觸負面口碑再接觸廣告者。
三、在負面口碑易歸因負面訊息至訊息傳播者的情況下，先接觸負面口碑再接觸廣告者的購買意願低於先接觸廣告再接觸負面口碑者。
四、在先接觸負面口碑再接觸廣告的情況下，不易歸因負面訊息者的購買意願優於易歸因負面訊息至訊息傳播者組；而易歸因負面訊息至訊息傳播者組之購買意願又優於易歸因負面訊息至產品者。
五、先接觸廣告再接觸負面口碑者的廣告態度優於先接觸負面口碑再接觸廣告者的廣告態度。
六、正面廣告和負面口碑都接觸組的口碑訊息態度優於只接觸負面口碑組。

關鍵字

訊息歸因 ； 負面口碑傳播 ； 口碑傳播

並列摘要

Advertising and word-of-mouth communication(WOMC) are both important sources of product messages. However, little research has examined the integrated effects of them. Smith & Vogt（1995）had showed that consumer’s attitude will be interrupted by advertising and negative WOMC. Furthermore, Laczniak, DeCarlo & Ramaswami（2001） also set three different negative WOMC scenarios which have three different kinds of message to explore the influences on consumers’ responses, though in Smith & Vogt’s research there is only one scenario being considered. This study combines these two studies to explore the interacting effects of advertising and negative WOMC.

An experiment was conducted using ten experimental groups: advertising only, three negative WOMCs only(can be attributed to the product, hard to be attributed and can be attributed to the communicator), advertising then three negative WOMCs, and three negative WOMCs then advertising. The experimental product was an oversea tour for graduating classes provided by a fictitious travel agency. The results are as follows:

1.Negative WOMC will significantly reduce advertising effect only when the Negative WOMC is easier to be attributed to the product.

2.Purchase intension of the advertising then negative WOMC group is better than the negative WOMC then advertising group.

3.Under the negative WOMC which is easier to be attributed to the communicator, purchase intension of the negative WOMC then advertising group is worse than the advertising then negative WOMC group.

4.Under negative WOMC then advertising condition, purchase intension of the negative WOMC which is not easy to be attributed is better than the one which is easier to be attributed to the communicator; and the one which is easier to be attributed to the communicator is better than the one which is easier to be attributed to the product.

5.Advertising attitude of the advertising then negative WOMC group is better than the negative WOMC then advertising group.

6.WOMC message attitude of both exposing advertising and negative WOMC group is better than the negative WOMC only group.

並列關鍵字

Message Attribution ； Word-of-Mouth ； Negative Word-of-Mouth

參考文獻

7.Cox, D., 1962, The Measurement of Information Value: A Study in Consumer Decision-making, In Processings of the American Marketing Association. Ed. William Decker. Chicago: American Marketing Association, 413-421.

1.Arndt, J., 1967, Role of Product-Related Conversations in the Diffusion of a New Product, Journal of Marketing Research, 4, 291-295.

3.Brown, S. P., & Stayman, D. M., 1992, Antecedents and Consequences of Attitude Toward the Ad: A Meta-Analysis, Journal of Consumer Research, 19, 34-51.

4.Brunel, F. F., & Nelson, M. R., 2003, Message order effects and gender differences in advertising persuasion, Journal of Advertising Research, 43(3), 330-341.

5.Burzynski, M. H. & Bayer, D.J., 1977, The Effect of Positive and Negative Prior Information on Motion Picture Appreciation, Journal of Social Psychology, 101,215-218.