從社會比較理論分析購買價格價差對欺騙線上口碑的影響

A Study of Purchase Price Discrepancy Impacts on Deception in Electronic Word of Mouth from Social Comparison Theory.

陳憶華(Yi-Hua Chen)

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.2008.00340

摘要

在網路越來越普及的潮流下，有許多的消費者會利用線上口碑的方式，進行人際之間的資訊交換，像是推薦商品、發表使用心得等，當消費者產生負面的消費經驗時，就會產生想要發表負面線上口碑的動機，但現今的研究卻很少從欺騙的角度，來探討線上口碑的正確性。根據先前的研究發現說謊的發生是很頻繁的，事實上，研究顯示說謊是在每三個社會互動中就會發生一次(DePaulo et al., 1996)，但在許多消費的情況下，個人可能會用許多的方式去欺騙別人，例如，扭曲他們購買的產品、欺騙產品的品牌和瞞騙他們是在折扣價格時所買的產品等。
因此，本研究以Festinger(1954)的社會比較理論為基礎架構，去探討消費者在購買價差大或小和關係親密或陌生時的社會比較情境中，是否會有提供欺騙線上口碑的意圖和行為。此外，本研究也將社會比較資訊注意程度(ATSCI)加以探討，根據過去的研究，社會比較資訊注意程度較高的人，越會去注意他人的行為及反應，並且為了避免負面評價的產生，而會採取一些行動，例如：欺騙。
本研究結果顯示，當價差是小的，而個人在親密的比較對象比起陌生的比較對象更會產生欺騙的線上口碑之意圖；當價差是大的，而個人無論是親密或陌生的比較對象，並沒有太大的差異。當ATSCI低者，而個人無論是價差大或小，並沒有太大的差異；當ATSCI高者，而個人在價差大比起價差小更會產生欺騙的線上口碑意圖。而根據訪談結果，也証實會產生欺騙的正面線上口碑之意圖和負面的線上口碑之意圖及行為，且在線上環境中，確實有欺騙的正面和負面線上口碑
產生，但這種情形並不多。

關鍵字

社會比較 ； 欺騙 ； 線上口碑 ； ATSCI

並列摘要

Today, in this rich Internet application development environment, more and more consumers are starting to use electronic word-of-mouth (eWOM) to exchange interpersonal information, such as recommending a product, publication use attainment. When people felt bad or had negative experiences after consumption of products, providing negative eWOM would be motivated. In the present research, few of studies in deceptive eWOM have been discussed. According to prior research has shown that lies can occur as frequently as once in every three social interactions (DePaulo et al. 1996). In consumption settings, there are a variety of ways in which individuals might deceive others, such as misrepresenting where they purchased a product, lying about the brand name of a product, or even falsely indicating whether or not they purchased a product at a discounted price.
Therefore, using social comparison theory (Festinger, 1954) as a theoretical framework, when individuals perceive social comparison information (small vs. large and relevant vs. irrelevant) as threatening, their willingness to provide the intention and behavior of deception eWOM. Besides, it also demonstrated persons scoring high in attention-to-social-comparison-information (ATSCI) are aware of the reactions of others to their behavior and are concerned about or sensitive to the nature of those reactions, and in order to fear of negative evaluation, will be take some action, for example: deception.
Taking the research findings, when price is small, an individual will be more willing to deceive to a relevant versus an irrelevant comparison target. When price is large, differences in the willingness to deceive to a relevant versus irrelevant comparison target will be mitigated. Therefore, it also demonstrated persons scoring low in ATSCI, differences in the willingness to deceive to a large versus small price will be mitigated. It demonstrated persons scoring high in ATSCI, an individual will be more willing to deceive to a high versus low price. According to the interview, is also demonstrated that it will generate the intention of deception positive eWOM and the intention and behavior of deception negative eWOM. And it truely have some deception positive eWOM and deception negative eWOM in the on-line world, but not often occur.

並列關鍵字

Social Comparison ； Deception ； Electronic Word of Mouth ； Attention-to-Social-Comparison-Information(ATSCI)

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