網路口耳相傳訊息特性與涉入程度及使用經驗對消費者說服效果之影響

The Influences of Word-of-Mouth Message Characteristics, Message Involvement and Usage Experience on Persuasion on Web

簡銘宏(Ming-hung Chien)

指導教授 ： 留淑芳

崑山科技大學/商業管理學院/企業管理研究所/碩士(2006年)

摘要

廣告與口耳相傳是現今行銷人員公認最具影響力的兩大行銷工具，尤其隨著網際網路的發展，消費者現今已可透過網路上釵h的討論區、電子佈告欄及留言版得知更多訊息。其中，網路留言版已經深入每一個人的生活，但究竟有多少網路留言能真正吸引消費者的注意，甚至引起其購買意願。

本研究將探討正負面訊息不同排列順序與留言版訊息清晰度兩大變數對消費者的影響。自變數為訊息順序(先正後負 vs. 先負後正)與訊息清晰度(清晰 vs. 非清晰)為操弄變數，訊息涉入(高 vs. 低)及先前使用經驗(老手 vs. 生手 )為干擾變數，分成四個實驗組，以手機為實驗產品。所得之結論如下：

一、先正後負的態度優於先負後正的態度，故整體而言初始效果是顯著的。

二、訊息清晰度高的說服效果優於清晰度低者。

三、高度訊息涉入下，清晰訊息的說服效果顯著優於非清晰訊息，低度訊息涉入下，兩者說服效果差異是不顯著的。

四、 當訊息接受者為高度訊息涉入時，留言的初始效果與新近效果不顯著; 但低度訊息涉入下，留言的新近效果顯著優於初始效果。

五、訊息順序對說服效果的顯著程度，不會隨著「先前使用經驗」之不同而有所差異。

六、消費者先前產品的使用經驗愈少，訊息表達愈清晰則說服效果越大；反之，先前產品的使用經驗愈多，訊息表達愈清晰則說服效果為不影響。

關鍵字

先前使用經驗 ； 口耳相傳 ； 順序效果 ； 清晰度

並列摘要

Advertising and word-of-mouth (WOM) has become the most powerful marketing tools in marketing people’s view now. Especially,consumer can seek even more messages via Internet, online chat forum and BBS today. One of them, message board has already involved in everyone’s living.how many message can not only really catch consumer’s attention, but also engage in their purchasing intentions.　

As a result, our research considered the　influences of order effect and message vividness on consumer’s effects.Our research considered the　influences of message order ( pro/con vs. con/pro) and message vividness (vivid vs. pallid) served as independent variables, and consumer's message involvement(high vs.low) and prior usage experience(expert vs. novice ) served as moderator. resulted in 4 experimental groups.The experiment product was cellular phone. The conclusions are as follows:

1.Attitudes in the pro/con condition are better than that in the con/pro condition, implicating a primacy effect of pro message.

2. Vivid message has better persuade effect than pallid message.　

3.When message vivid, attitude of high involvement is better than that of low involvement; when the message pallid , the attitude are non-significance.

4.When message accepter are high involvement ,the effect are are the non-significance in primacy effect and recent effect. When message accepter are low involvement , the effect of primacy effect is better than that of recent effect.

5.The significance degrees of message order to persuasion effect will not different based on prior usage experience.

6.When message accepter are novice ,the effect are the significance in vivid message ; When message accepter are expert , the effect are non-significance .

並列關鍵字

prior usage experience ； word-of-mouth ； order effect ； vividness

參考文獻

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