網路口碑正負面訊息之抵銷效果對於消費者產品評價之影響─以來源可信度作為干擾變數

The Offset Effect of Positive and Negative eWOM on Product Evaluation-The Moderating Effects of Source Credibility

許庭彰(Ting-Cheng Hsu)

指導教授 ： 蔡瑤昇

國立臺北科技大學/管理學院/商業自動化與管理研究所/碩士(2009年)

摘要

過去關於消費者行為等相關研究，皆表示口碑對於消費者購買決策有很大的影響。但卻忽略掉在口碑訊息之間存在的重要機制，也就是「口碑正負抵銷效果」的存在性(Hennig-Thurau and Walsh, 2003; Godes and Mayzlin 2004; Lin et al. ,2005)。也因此本研究會針對網路正負面口碑特性如何透過抵銷效果影響消費者產品評價來研究，並以實驗設計的方式，並拆成兩個實驗(實驗一、實驗二)來針對網論論壇留言訊息來做操弄，當人們閱讀網路上的產品相關評論，即可能會受到訊息間正負面抵銷效果的影響。因此，透過實驗來操弄網路正負口碑特性(內容特性、數量特性、排列特性)，並且運用說服理論、資訊整合理論等理論基礎，透過資訊學等概念量化抵銷效果的影響。
研究結果發現抵銷效果與產品評價呈現為負相關，並且網路正負面口碑特性(內容特性、數量特性、排列特性)對於抵銷效果有顯著的影響，而口碑正負抵銷效果對於網路正負面口碑特性與消費者的產品評價間具有中介效果，在干擾效果部分，當正負訊息數量不一致時(即正多負少或負多正少等情境)，如同實驗一結果，來源可信度對於內容特性不具有干擾效果，但對於數量特性具有干擾效果；當正負訊息數量一致時(先正後負或先負後正等情境)，如同實驗二結果，來源可信度對於數量特性不具有干擾效果，但對於排列特性具有干擾效果。

關鍵字

網路口碑 ； 口碑正負抵銷效果 ； 產品評價 ； 來源可信度

並列摘要

Past researches on consumer behavior have shown that Word-of-Mouth (WOM) have great influence on consumers’ purchase decision. But what these researches have overlooked is the “offset effect of positive-negative Word-of-Mouth” (Hennig-Thurau and Walsh, 2003; Godes and Mayzlin 2004; Lin et al. ,2005). Thus, this research focuses on how, through offset effect, positive and negative Word-of-Mouth on the Internet influence consumers’ purchase decision. The experimental approach this research is based on is divided into two experiments (Experiment 1, Experiment 2) and focuses mainly on comments made on Internet forums. When people see these messages– these product-related comments on the Internet, they may be influenced by the offset effect of positive-negative Word-of-Mouth. Thus, by manipulating the characteristics of positive and negative Word-of-Mouth (characteristic contents, characteristic quantities, and characteristic arrangements) and using theories such as foundational theories, information integration theory and Persuasion Theory , we are able to quantify the offset effect through studies such as computer science.
Research results have pointed out that offset effect and product evaluation are inversely related, and that characteristics of positive and negative Word-of-Mouth on the Internet (characteristic contents, characteristic quantities, and characteristic arrangements) have significant influences on offset effect. On the other hand, the offset effect of positive and negative Word-of-Mouth plays an intermediary role between characteristic of positive/negative Word-of-Mouth on the Internet and consumers’ evaluations of products. When the numbers of positive and negative comments are not even (positive over negative, or negative over positive), as Experiment 1 pointed out, the Source Credibility doesn’t effect the characteristic contents, but does effect the characteristic quantities. When the numbers of positive and negative comments are even (positive before negative, or negative before positive), as Experiment 2 pointed out, Source Credibility doesn’t effect the characteristic quantities, but does effect the characteristic arrangements.

並列關鍵字

Word-of-Mouth ； Offset Effect,Product Evalution ； Source Credibility

參考文獻

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