產品類型及評價正負性對消費者網路口碑接受度之影響—品牌承諾為干擾因素

The Impact of Product Type and Review Valence on Consumers' Acceptance of e-WOM: The Moderating Effect of Brand Commitment

林恩沛(En-Pei Lin)

指導教授 ： 王仕茹

國立臺灣師範大學/教育學院/大眾傳播研究所/碩士(2010年)

摘要

隨著Web 2.0時代的來臨，網路的各種應用開始滲透到人們生活的每個層面當中，消費者除了利用網路進行購物外，更會在網路上搜尋產品相關的口碑資訊，以協助他們的購買決策，而消費者對於口碑的接受度，則會決定口碑資訊對於他們的影響力。過往諸多文獻從口碑正負性的角度進行研究，然而對於消費者會較為接受正面口碑抑或是負面口碑，卻得到了莫衷一是的結論，East (2005)認為這是由於過去的口碑研究並未考慮到產品類型此一因素可能的影響。
為了填補此缺口，本研究納入產品類型此一因素，並基於Sen and Lerman (2007)的研究，將產品分為享樂性產品與實用性產品兩種類型，並探討當消費者購買不同的產品類型時，他們對於正面口碑及負面口碑的接受情形為何。除此之外，本研究亦根據Adaval (2001)以及Ahluwalia (2000)的研究，認為高品牌承諾與低品牌承諾的消費者對於正面口碑以及負面口碑的接受情形有所差異，並且當消費者購買不同的產品類型時，品牌承諾會調節他們對於正面口碑以及負面口碑的接受情形。
本研究為三因子實驗設計，自變項包含2（產品類型：享樂性／實用性）×2（口碑正負性：正面／負面）×2（品牌承諾：高／低）。本研究選用3C產品作為實驗刺激物的產品類目，並以掌上型遊樂器及2.5吋隨身硬碟來分別代表享樂性產品及實用性產品，且分別操弄上述兩種產品的口碑正負性。至於品牌承諾的部分，本研究則是先測量受試者對於實驗刺激物的品牌承諾，再利用中位數將受試者區分為高品牌承諾與低品牌承諾兩個水準。
研究結果顯示，相較於負面口碑，消費者會較為接受正面口碑，然而口碑正負性的效果會依產品類型的不同而有所差異，當消費者購買享樂性產品時，會較為接受正面口碑；而當消費者購買實用性產品時，則會較為接受負面口碑。此外，口碑正負性的效果亦會依消費者的品牌承諾程度而有所差異，相較於低品牌承諾消費者，高品牌承諾消費者對於正面口碑的接受度較高，對於負面口碑的接受度則較低。本研究亦發現品牌承諾會進一步增強消費者對於享樂性產品正面口碑接受度較高的效果，然而品牌承諾並不會減弱消費者對於實用性產品負面口碑接受度較高的效果。

關鍵字

網路口碑 ； 品牌承諾 ； 評價正負性 ； 享樂性產品 ； 實用性產品

並列摘要

With the Web 2.0 era, Internet applications have begun to infiltrate every aspect of people's lives, consumers use the Internet for shopping, and search the product-related WOM to help their purchase decisions, and consumers’ acceptance of WOM will decide the impact of WOM information. In the past, lots of literature studied WOM from review valence, however, they had no agreement that consumers would be more acceptable to the positive or negative WOM, East (2005) considered that was because past studies did not consider the impact of product type.
In order to fill this gap, this study based on Sen and Lerman (2007), subsumed product type as factor and divided it into hedonic product and utilitarian product, then explored the WOM acceptance pattern when consumers bought different types of products. In addition, this study based on Adaval (2001) and Ahluwalia (2000), considered that high and low brand commitment consumers also had different WOM acceptance pattern, and when consumers bought different product types, brand commitment would moderate their acceptance of positive and negative WOM.
This study used three-factor experiment design: 2(product type: hedonic/ utilitarian)×2(WOM valence: positive/negative)×2(brand commitment: high/low). This study used 3C products as the category of experimental stimuli products, handheld game console and 2.5-inch portable hard drive represented hedonic product and utilitarian product, then manipulated WOM valence of these two products respectively. Besides, this study used median to divide subjects into high and low brand commitment.
The results showed that, compared with negative WOM, consumers would be more acceptable to positive WOM, but this effect would according to product type, when consumers bought hedonic product, they would be more acceptable to positive WOM, but when consumers bought utilitarian product, they would be more acceptable to negative WOM. In addition, the effect of WOM valence would according to brand commitment, compared to low brand commitment consumers, high brand commitment consumers would be more acceptable to positive WOM, and less acceptable to negative WOM. This study also found that brand commitment would further enhanced the effect that consumers would be more acceptable to positive WOM of hedonic product, but brand commitment did not diminish the effect that consumers would be more acceptable to negative WOM of utilitarian product.

並列關鍵字

Electronic word-of-mouth ； Brand commitment ； Review valance ； Hedonic product ； Utilitarian product

參考文獻

Adaval, R. (2001). Sometimes it just feels right: The differential weighting of affect-consistent and affect-inconsistent product information. Journal of Consumer Research. 28(1), 1-17.

Agrawal, N., & Maheswaran, D. (2005). The effects of self-construal and commitment on persuasion. Journal of Consumer Research. 31(4), 841-849.

Ahluwalia, R. (2000). Examination of psychological processes underlying resistance to persuasion. Journal of Consumer Research. 27(2), 217-232.

Ahluwalia, R. (2002). How prevalent is the negativity effect in consumer environments?. Journal of Consumer Research. 29(2), 270-279.

Ahluwalia, R., Burnkrant, R. E., & Unnava, H. R. (2000). Consumer response to negative publicity: The moderating role of commitment. Journal of Marketing Research. 37(2), 203-214.