欺騙訊息、專業程度、關係強度對電子口碑組合的訊息一致性之廣告效果影響

Deceptive Messages, Expertise, and Relationship Strength Impact on The Advertisement Effect of The Message Consistency of eWOM.

詹智傑(Chih-Chieh Chan)

指導教授 ： 耿慶瑞

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(2008年)

https://doi.org/10.6841/NTUT.2008.00460

摘要

本研究主要運用可及診斷模型探討電子口碑組合在訊息一致(口碑內容全為正面或負面) 和訊息不一致(口碑內容正負交錯安排)時對廣告效果的影響。然而消費者類型不盡相同，因此從相關研究中，選定關係強度與專業性，作為本研究的干擾變數，探討此兩變數與訊息一致性與否有不同的結果。另外在本實驗中亦加入欺騙訊息，藉此探討消費者面對欺騙的電子口碑，在廣告效果是否產生差異現象。

從研究結果得到以下幾點結論：第一點當電子口碑訊息不一致時，確實會提高口碑接收者的廣告記憶效果，而廣告記憶效果高並不會影響消費者對於產品態度上的判斷；其次在研究中發現欺騙訊息干擾確實會影響消費者對產品態度的判斷；最後從消費者的特質來看，專業性高的口碑接收者確實會受到欺騙電子口碑訊息一致性與否的影響，而對產品態度有所不同差異，而關係強度不同的口碑接收者則沒有任何的差異。

關鍵字

電子口碑 ； 可及診斷模型 ； 欺騙 ； 關係強度 ； 接收者的專業性

並列摘要

The purpose of the research is base on Accessibility-Diagnostic Model to investigate the influence of advertisement affected by Electronic word of mouth (eWOM), which is consist of consistent message (Either positive or negative word of mouth) or inconsistent message (Interlock the positive and negative word of mouth).
However, due to a variety of consumer type, the choice of Relationship and specialty in related researches are regarded as moderating in this research, in order to investigate into different results affected by these two variables and consistent messages. In addition, chicane is also regarded as one of the variable in the experiment. So as to find out when consumers face the deceiving eWOM, a different phenomenon will be generated by the effect of advertisement or not.
The results are from the following conclusions: First, when eWOM of message is inconsistent, the effect of advertising memory is obviously stronger to the receiver but it has no relationship with product attitude. Next, this study found that deceiving message is interference will affect the attitude of the products judgment; Finally, in the nature of the consumer, the receiver’s expertise can be seen apparently that deceiving message does have the different influence to the receiver, especially in higher expertise.

並列關鍵字

Electronic Word-Of-Mouth ； Accessibility-Diagnostic Model ； Theory of deception ； Relationship strength

參考文獻

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