Title

網路評價一致性與分佈變異性對消費者觀賞電影之影響

Authors

蕭偉強

Key Words

電影 ; 網路評價機制 ; 訊息一致性 ; 歸因理論 ; 評價分佈變異

PublicationName

臺灣師範大學大眾傳播研究所學位論文

Volume or Term/Year and Month of Publication

2006年

Academic Degree Category

碩士

Advisor

王仕茹

Content Language

繁體中文

Chinese Abstract

本研究以心理學的歸因理論為基礎,探討新興的網路評價機制平台上,不同屬性的資訊來源與資訊類型如何影響消費者的觀影評價與觀影意願。過去相關研究多忽略現今的網路評價平台上,專家與一般觀眾兩類不同的評價來源往往是同時出現於網頁上一起進行比較;另一方面,現今網路評價平台也提供了消費者對於更多不同的評價資訊線索,像是同一屬性的評價來源內部的評價分佈狀況,都使得過往一致性訊息的相關研究無法全然適用於網路平台上。 本研究操弄網路評價機制上三類資訊內容,包括評價來源間的一致性、評價內部分佈的變異性與觀眾評價數量,並依過往研究,將消費者對於觀賞電影的潛在興趣作為具穩定影響力的干擾變項。本研究以即將上映的好萊塢電影為實驗刺激物,模擬評價網站的形式,總共區分為兩個實驗,實驗一探討評價來源間的一致性高低(一致高分、一致低分、專家高分觀眾低分、專家低分觀眾高分)與評價內部分數分佈的變異程度大小(專家評價分佈變異大、專家評價分佈變異小、觀眾評價分佈大、觀眾評價分佈變異小)。根據16個實驗組的研究結果顯示 1、 專家與觀眾評價兩者一致低分的影響大於一致高分,前者能顯著降低消費者的觀影評價與觀影意願。 2、 當兩評價來源一致性高時,評價內部分佈變異性的影響不顯著。 3、 在控制觀眾評價數量下,當評價不一致時, 觀眾的正向評價對消費者較具影響力,能顯著提高消費者對的觀影評價與意願 4、 潛在觀影興趣高的消費者比潛在觀影興趣低的消費者更重視觀眾來源的評價,與過去的研究結果不同。 實驗二則探討評價內部的分佈變異差異與觀眾評價數量之間的關係。根據8個實驗組的研究結果顯示當專業評價給予正面評價且分佈集中,同時觀眾評價負面但評價分佈分散時,整體觀眾的評價人數增多,會顯著提升該部電影的評價。但是當觀眾評價相對較高時,觀眾評價的影響力卻不顯著,顯示在電影網路評價機制上,觀眾評價數量的影響力必須取決於其他評價來源的評價方向與評價內部的分佈變異差異。

Topic Category 教育學院 > 大眾傳播研究所
社會科學 > 傳播學
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