負面口碑細節對態度改變之影響─由情緒渲染效果來探討

本研究主要探討社群媒體所發佈之負面口碑細節程度對於訊息接收者的情緒渲染效果以及態度改變幅度之影響。本研究以Facebook使用者為主要研究對象，採用等組前測後測的實驗設計，以負面口碑細節設為操弄變數，並建立一個虛擬的餐飲品牌，以避免受測者受到原本已存在之品牌印象及忠誠度的影響而混淆實驗效果。在正式實驗之前，經由訪談12位不同年齡層的受測者，瞭解他們在選擇餐飲服務者的標準，再利用這些訪談內容發展虛擬品牌的簡介以及負面口碑內容。正式實驗選擇在iFind、Asking、Line、Facebook募集參與者，分別至實驗組（二組）及控制組（一組）參與實驗，實驗以網路問卷方式進行，最終取得300位參與者之有效回應做後續分析。資料經由SPSS與SEM結構方程模式統計分析後顯示：負面口碑細節程度對訊息接收者的態度改變幅度存在直接影響，而負面口碑細節會部分透過情緒渲染機制，間接影響接收者的態度改變幅度。總結本研究的主要發現如下：(1)負面口碑細節和訊息接收者的情緒狀態(情緒渲染效果)，會因為情緒渲染機制而呈正向關係；(2)負面口碑細節和品牌態度改變為正向關係；(3)情緒渲染效果(情緒渲染效果)對負面口碑細節與品牌態度改變有解釋作用。本研究主要貢獻，在於能讓學者與企業更加瞭解負面口碑與態度之間的關係，同時提醒企業對於處理與分析負面口碑細節的重視，有助於新品牌的發展。

關鍵字

負面口碑；情緒渲染機制；態度；品牌態度改變

並列摘要

This purpose of the study is to reveal the influencing process of detail levels of negative word-of-mouth(WOM) on magnitude of brand attitude change on social media. The study conducted experiment method, manipulateing one factor(high-level or low-level) between subjects design with a control group to test the presented hypotheses. The study recruited subjects to participate in the experiment via several sources. The experiment was conducted via a Web-based questionnaire. A total of 300 subjects participated in the experiment, randomly in two experiment groups and one control group. The results indicated that through emotional contagion mechanisms, high-level detail of negative WOM increased congruence of receivers’ emotional state with senders’, and extended magnitude of brand attitude change. However, magnitude of brand attitude change would not be affected by receivers’ emotional state via emotional contagion mechanisms. The results also verified that the influence of receivers’ usage frequency on Facebook was not statistically significant. In addition, the female were more easily subjected to negative WOM than male, thus supporting the individual differences of emotional contagion effect. The research contributed to academics and practitioners to obtain deep understanding in the associations between negative WOM details and brand attitude. The research findings highlighted the importance of dealing with negative WOM, especially for practitioners to develop a more effectively brand strategy.

並列關鍵字

negative word-of-mouth ； emotional contagion mechanisms ； attitude ； brand attitude change

參考文獻

1.Ahluwalia, R. (2000). Examination of Psychological Processes Underlying Resistance to Persuasion. Journal of Consumer Research, 27(2), 217–232. http://doi.org/10.1086/314321

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3.Angelis, M. De, Bonezzi, A., Peluso, A. M., Rucker, D. D., & Costabile, M. (2012). On Braggarts and Gossips: A Self-Enhancement Account of Word-of-Mouth Generation and Transmission. Journal of Marketing Research, 49(4), 551–563. http://doi.org/10.1509/jmr.11.0136

4.Berger, J., & Iyengar, R. (2013). Communication Channels and Word of Mouth: How the Medium Shapes the Message. Journal of Consumer Research, 40(3), 567–579. http://doi.org/10.1086/671345

6.Bonfield, E. H. (1974). Attitude , Social Influence , Personal Norm , and Intention Interactions as Related to, XI(November), 379–390.

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負面口碑細節對態度改變之影響─由情緒渲染效果來探討

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