系統識別號 | U0002-2001202113361200 |
---|---|
DOI | 10.6846/TKU.2021.00495 |
論文名稱(中文) | 網路社群負面口碑對消費者的評價之影響-網路社群意識感的干擾效果 |
論文名稱(英文) | The Impact of Online Negative Word-of-Mouth on Consumer's Evaluation - The Moderating Effect of Community Sense. |
第三語言論文名稱 | |
校院名稱 | 淡江大學 |
系所名稱(中文) | 國際企業學系碩士班 |
系所名稱(英文) | Master's Program, Department Of International Business |
外國學位學校名稱 | |
外國學位學院名稱 | |
外國學位研究所名稱 | |
學年度 | 109 |
學期 | 1 |
出版年 | 110 |
研究生(中文) | 陳瑾瑩 |
研究生(英文) | Chin-Ying Chen |
學號 | 608550397 |
學位類別 | 碩士 |
語言別 | 繁體中文 |
第二語言別 | |
口試日期 | 2021-01-15 |
論文頁數 | 64頁 |
口試委員 |
指導教授
-
曾義明(tymba852@mail.tku.edu.tw)
委員 - 何志峰(james@ntub.edu.tw) 委員 - 洪英正(aloha@mail.tku.edu.tw) |
關鍵字(中) |
口碑 社群意識 負面口碑 產品評價 品牌態度 |
關鍵字(英) |
Word-of-mouth Sense of community Negative word-of-mouth Product rating Brand attitude |
第三語言關鍵字 | |
學科別分類 | |
中文摘要 |
近年來隨著不同類型的網路社群平台崛起,除了維繫日常生活的社交外,消費者在購買產品之前傾向先在網路社群平台上搜尋產品相關的使用心得,因此本研究想要了解,當消費者搜尋產品相關資訊時,若是看到不同程度之負面口碑,是否會影響消費者對產品評價與產品評分,並進而影響品牌態度。除此之外,為了讓本研究架構更有參考價值,本研究將負面口碑細分成「可接受」與「不可接受」之負面口碑,並加入產品之市場綜合評分以及網路社群意識為干擾變數,並創造出四種不同的情境,觀察是否會有不同影響的結果產生。 本研究使用Google表單在網路上隨機發放問卷,藉由反向題的設計,刪除無效之問卷,並使用SPSS25.0針對218份之有效問卷樣本進行研究分析,並確認研究結果符合效度與信度之標準,以確保本研究結果能對學術研究有貢獻。 根據本研究結果顯示,不同程度之負面口碑對消費者對產品評價與產品評分之影響為顯著,並且會進而影響品牌態度。除此之外,市場綜合評分會干擾消費者對產品評價與產品評分,而網路社群意識則無顯著之干擾效果。 |
英文摘要 |
In recent years, with the rise of different types of online social platforms, people are not only using them to maintain a daily social life but also search for other’s product evaluation before purchasing. Therefore, this research created four kinds of negative word-of-mouth scenarios to realize how consumers’ evaluation, product rating, and brand attitude are affected by that. Moreover, this research divided negative word-of-mouth into acceptable and unacceptable groups and added a comprehensive score and sense of online community as moderating variables to enrich the research’s value. This research randomly distributed questionnaires with Google Form on the Internet and deleted invalid questionnaires by reversed questions. By using SPSS25.0 to analyze 218 valid samples, and ensure that the research results fit the validity and reliability to make sure have a contribution to academic research. According to the results of this research, different degrees of negative word-of-mouth have a significant impact on the consumers' product evaluations and the product ratings and will affect the brand attitudes as well. Besides, the moderating effect of the comprehensive score has a significant impact on the consumers' product evaluations and product ratings, while the online community awareness has no significant impact. |
第三語言摘要 | |
論文目次 |
目錄 目錄 IV 表目錄 VI 圖目錄 VIII 第一章 緒論 1 第一節 研究背景 1 第二節 研究動機 2 第三節 研究目的 3 第四節 研究流程 4 第二章 文獻探討 5 第一節 網路社群平台相關研究 5 第二節 網路社群平台口碑的相關研究 8 第三節 網路社群意識 11 第四節 網路社群平台負面口碑事件與影響 14 第三章 研究方法 17 第一節 研究架構 17 第二節 研究假說 18 第三節 研究變數之操作性定義 20 第四節 研究設計 24 第五節 問卷設計 32 第六節 資料分析方法 34 第四章 資料分析 36 第一節 敘述性統計分析 36 第二節 信度分析 39 第三節 產品評分與評價之檢定分析 40 第四節 產品評分與產品評價對品牌態度之線性迴歸分析 45 第五節 研究假說分析結果彙整表 46 第五章 本研究之結論與建議 47 第一節 本研究之結論 47 第二節 本研究之研究限制與建議 48 第三節 本研究之行銷建議 49 參考文獻 50 中文文獻 50 英文文獻 51 附錄 56 「可接受」之負面口碑評價評分與市場綜合評分(高分組)之正試問卷 56 「可接受」之負面口碑評價評分與市場綜合評分(低分組)之正試問卷 62 「不可接受」之負面口碑評價評分與市場綜合評分(高分組)之正試問卷 63 「不可接受」之負面口碑評價評分與市場綜合評分(低分組)之正試問卷 64 表目錄 表2-1 傳統口碑與電子口碑差異 9 表3-1 產品評價問卷設計 21 表3-2 產品評分問卷設計 21 表3-3 品牌態度問卷設計 22 表3-4 網路社群意識問卷設計 22 表4-1 樣本之性別統計表 36 表4-2 樣本之年齡統計表 37 表4-3 樣本之最高學歷統計表 37 表4-4 樣本之目前職業統計表 37 表4-5 樣本之每月平均花費在保養品金額統計表 38 表4-6 研究變數構面之品牌態度信度分析結果 39 表4-7 產品評價之檢定分析結果 40 表4-8 產品評價在不同市場綜合評分組別中之平均值 41 表4-9 負面口碑評價評分對產品評價之獨立樣本T檢定分析 41 表4-10 市場綜合評分對產品評價之獨立樣本T檢定分析 41 表4-11 產品評分之檢定分析結果 42 表4-12 產品評分在不同市場綜合評分組別中之平均值 43 表4-13 負面口碑評價評分對產品評分之獨立樣本T檢定分析 43 表4-14 市場綜合評分對產品評分之獨立樣本T檢定分析 43 表4-15 產品評分與產品評價對品牌態度之線性迴歸分析 45 表4-16 研究假說分析結果彙整表 46 圖目錄 圖1-1 研究流程圖 4 圖2-1 虛擬社群意識發展過程 13 圖3-1 研究架構圖 17 圖3-2 「可接受」與「不可接收受」之負面口碑評價評分 25 圖3-3 市場綜合評分 25 圖3-4 「可接受」之負面口碑評價評分與市場綜合評分(高分組) 27 圖3-5 「可接受」之負面口碑評價評分與市場綜合評分(低分組) 28 圖3-6 「不可接受」之負面口碑評價評分與市場綜合評分(高分組) 29 圖3-7 「不可接受」之負面口碑評價評分與市場綜合評分(低分組) 30 |
參考文獻 |
中文文獻 1. 東方線上消費者研究集團,2020,2020消費者生活型態趨勢研究,E-ICP 2020年版調查方式,台灣。 2. 林彥宏,2005,網路口碑對消費者購買決策影響之探討,國立中央大學企業管理研究所碩士論文,桃園。 3. 盧希鵬,2010,網路行銷:連結經濟下的社交網路數位革命,第二版,雙葉書廊,台北。 4. 創市際市場研究顧問,2010,研究案例:口碑小調查,創市際Insightxplorer,台灣。 5. 鄭佑丞,2008,以台灣網路書店為例探討網站服務品質與虛擬社群意識對顧客忠誠度之影響,開南大學資訊及電子商務學系碩士論文,桃園。 6. 朱文禎、陳哲賢,2007,探討虛擬社群之知識分享行為:以線上遊戲社群為例,長榮大學企業管理系所碩士論文,台南。 7. 陳仲豪+,2010,網路社群口碑傳播行為研究--以mobile01網站「開箱文」為例,中國文化大學新聞學系碩士論文,台北。 英文文獻 1. Anderson, E. W. (1998). “Customer Satisfaction and Word of Mouth.” Journal of Service Research, 1(1), 5-17. 2. Andreassen, T. W., & Streukens, S. (2009). “Service Innovation and Electronic Word‐of‐Mouth: Is It Worth Listening To?.” Managing Service Quality, 19(3), 249-265. 3. Armstrong, A., & Hagel, III, J. (1996). “The Real Value of On-Line Communities.” Harvard Business Review, 74(3), 134-140. 4. Arndt, J. (1967). “Perceived Risk, Sociometric Integration, and Word of Mouth In The Adoption of A New Food Product.” Risk Taking and Information Handling In Consumer Behavior, Boston: Harvard University Press, 289-316. 5. Arndt, J. (1967). “Role of Product-Related Conversations In The Diffusion of A New Product.” Journal of Marketing Research, 4(3), 291-295. 6. Assael, H. (2005). Consumer Behavior A Strategic Approach. Dreamtech Press. 7. Bagozzi, R. P., & Dholakia, U. M. (2002). “Intentional Social Action In Virtual Communities.” Journal of Interactive Marketing, 16(2), 2-21. 8. Bearden, W. O., Netemeyer, R. G., & Teel, J. E. (1989). “Measurement of Consumer Susceptibility To Interpersonal Influence.” Journal of Consumer Research, 15(4), 473-481. 9. Bickart, B., & Schindler, R. M. (2001). “Internet Forums As Influential Sources of Consumer Information.” Journal of Interactive Marketing, 15(3), 31-40. 10. Blackwell, R. D., Engel, J. F., & Talarzyk, W. W. (1993). “Contemporary Cases In Consumer Behavior.” Dryden Press. 11. Blanchard, A. L., & Markus, M. L. (2004). “The Experienced" Sense" of A Virtual Community: Characteristics and Processes.” ACM Sigmis Database: The Database For Advances In Information Systems, 35(1), 64-79. 12. Blanchard, A. L. (2007). “Developing A Sense of Virtual Community Measure.” CyberPsychology & Behavior, 10(6), 827-830. 13. Cheung, C. M., Lee, M. K., & Rabjohn, N. (2008). “The Impact of Electronic Word-of-Mouth: The Adoption of Online Opinions In Online Customer Communities.” Internet Research: Electronic Networking Applications and Policy, 18(3), 229-247. 14. Chiou, J. S., & Cheng, C. (2003). “Should A Company Have Message Boards On Its Web Sites?.” Journal of Interactive Marketing, 17(3), 50-61. 15. Dellarocas, C. (2003). “The Digitization of Word of Mouth: Promise and Challenges of Online Feedback Mechanisms.” Management Science, 49(10), 1407-1424. 16. East, R., Hammond, K., & Lomax, W. (2008). “Measuring The Impact of Positive and Negative Word of Mouth On Brand Purchase Probability.” International Journal of Research In Marketing, 25(3), 215-224. 17. Gelb, Betsy D. & Sundaram, Suresh. (2002), “Adapting To “Word of Mouse””, Business Horizons, 45(4), 21-25. 18. Gelb, B., & Johnson, M. (1995). “Word-of-Mouth Communication: Causes and Consequences.” Journal of Health Care Marketing, 15(3), 54-54. 19. Hagel III, J., & Armstrong, A. G. (1997). “Net Gain: Expanding Markets Through Virtual Communities.” The McKinsey Quarterly, 1, 140-154. 20. Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). “Electronic Word-of-Mouth Via Consumer-Opinion Platforms: What Motivates Consumers To Articulate Themselves On The Internet?.” Journal of Interactive Marketing, 18(1), 38-52. 21. Herr, P. M., Kardes, F. R., & Kim, J. (1991). “Effects of Word-of-Mouth and Product-Attribute Information On Persuasion: An Accessibility-Diagnosticity Perspective.” Journal of Consumer Research, 17(4), 454-462. 22. Hill, J. L. (1996). “Psychological Sense of Community: Suggestions For Future Research.” Journal of Community Psychology, 24(4), 431-438. 23. Howard, J. A. (1994), Buyer Behavior In Marketing Strategy., 2nd ed, Prentice-Hall, Inc. 24. Hanson, W. A. (2000). Principles of Internet Marketing. Ohio: South-Western College Publishing 25. Knauer, V. (1992). Increasing Customer Satisfaction. United States Office of Consumer Affairs, Pueblo, CO. 26. Lau, G. T., & Ng, S. (2001). “Individual and Situational Factors Influencing Negative Word‐of‐Mouth Behaviour.” Canadian Journal of Administrative Sciences/Revue Canadienne Des Sciences De l'Administration, 18(3), 163-178. 27. Lee, F. S., Vogel, D., & Limayem, M. (2002). “Virtual Community Informatics: What We Know and What We Need To Know.” In Proceedings of The 35th Annual Hawaii International Conference On System Sciences (pp. 2863-2872). IEEE. 28. Litvin, S. W., Goldsmith, R. E., & Pan, B. (2008). “Electronic Word-of-Mouth In Hospitality and Tourism Management.” Tourism Management, 29(3), 458-468. 29. McMillan, D. W., & Chavis, D. M. (1986). “Sense of Community: A Definition and Theory.” Journal of Community Psychology, 14(1), 6-23. 30. McMillan, D. W. (1996). “Sense of Community.” Journal of Community Psychology, 24(4), 315-325. 31. Neal, W. D. (2000). “For Most Customers, Loyalty Isn’t An Attitude.” Marketing News, 34(7), 460-469. 32. Obst, P., Zinkiewicz, L., & Smith, S. G. (2002). “Sense of Community In Science Fiction Fandom, Part 2: Comparing Neighborhood and Interest Group Sense of Community.” Journal of Community Psychology, 30(1), 105-117. 33. Peterson, R. A. (1994). “A Meta-Analysis of Cronbach's Coefficient Alpha.” Journal of Consumer Research, 21(2), 381-391. 34. Rheingold, H. (1993). “The Virtual Community: Homesteading On The Electronic Frontier (Vol. 32).” Reading, MA: Addison-Wesley. 35. Ridings, C. M., Gefen, D., & Arinze, B. (2002). “Some Antecedents and Affects of Trust In Virtual Communities.” The Journal of Strategic Information Systems, 11(3-4), 271-295. 36. Sen, S., & Lerman, D. (2007). “Why Are You Telling Me This? An Examination Into Negative Consumer Reviews On The Web.” Journal of Interactive Marketing, 21(4), 76-94. 37. Skowronski, J. J., & Carlston, D. E. (1989). “Negativity and Extremity Biases In Impression Formation: A Review of Explanations.” Psychological Bulletin, 105(1), 131. 38. Srinivasan, N., & Ratchford, B. T. (1991). “An Empirical Test of A Model of External Search For Automobiles.” Journal of Consumer Research, 18(2), 233-242. 39. Sweeney, J. C., Soutar, G. N., & Mazzarol, T. (2008). “Factors Influencing Word of Mouth Effectiveness: Receiver Perspectives.” European Journal of Marketing, 42(3/4), 344-364. 40. Van Noort, G., & Willemsen, L. M. (2012). “Online Damage Control: The Effects of Proactive Versus Reactive Webcare Interventions In Consumer-Generated and Brand-Generated Platforms.” Journal of Interactive Marketing, 26(3), 131-140. 41. Wasko, M. M., & Faraj, S. (2000). ““It Is What One Does”: Why People Participate and Help Others In Electronic Communities of Practice.” The Journal of Strategic Information Systems, 9(2-3), 155-173. 42. Wellman, B., Haase, A. Q., Witte, J., & Hampton, K. (2001). “Does The Internet Increase, Decrease, Or Supplement Social Capital? Social Networks, Participation, and Community Commitment.” American Behavioral Scientist, 45(3), 436-455. 43. Zeelenberg, M., & Pieters, R. (1999). “Comparing Service Delivery To What Might Have Been: Behavioral Responses To Regret and Disappointment.” Journal of Service Research, 2(1), 86-97. |
論文全文使用權限 |
如有問題,歡迎洽詢!
圖書館數位資訊組 (02)2621-5656 轉 2487 或 來信