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篇名 負面信息對網路口碑效果的影響
The Impact of Negative Message on The Effect of Electronic Word of Mouth
作者 陳經超、趙麗婭、鄭海燕
中文摘要

負面資訊的存在使網路口碑形成了一種正負交雜的資訊環境,關於產品和品牌的正面資訊與負面資訊同時出現在消費者面前,正負交雜的資訊組合如何對消費者產生影響值得研究。以前的研究證明負面資訊的影響力大於正面資訊,但是尚未有研究考察正、負面資訊同時存在的情況下,負面資訊數量對網路口碑效果的影響。本研究將以負面資訊比例為引數,將負面資訊比例定義為負面資訊數量在總體網路口碑中所占的比例;用網路口碑可信度、品牌態度、購買傾向、網絡再傳播意願四個因變數用來衡量網路口碑效果。通過實驗法探究了兩種情況下負面資訊比例對網路口碑效果的影響。第一種情況,口碑中產品屬性中等重要條件下,不同的負面資訊比例對網路口碑效果的影響;第二種情況,口碑中產品屬性是較重要和較不重要條件下,高、低負面資訊比例對網路口碑效果的影響。兩個實驗分別為單因素被試間設計和 2*2 被試間設計,每個被試閱讀一組共 10 條資訊。第一個實驗共有 9 個實驗組,其中,負面資訊比例從 10%至 90%不等。第二個實驗共有 4 個實驗組,其中高負面資訊比例組合中,負面資訊比例是 60%;而低負面資訊比例組合中,負面資訊比例是 10%。研究結果顯示:口碑中產品屬性是中等重要時,不同的負面資訊比例產生不同的網路口碑效果。產品屬性重要程度與負面資訊比例沒有交互作用,但是以品牌態度、購買傾向為因變數時,負面資訊比例的主效應顯著。高負面資訊比例產生的品牌態度是負面的,而低負面資訊比例產生的品牌態度是正面的;低負面資訊比例產生的購買傾向高於高負面資訊比例。

英文摘要

The existence of negative electronic word of mouth(EWOM) formed a mixed positive and negative information environment . Positive information and negative information about products and brands appear in front of consumers. How a combination of positive and negative information in a mixed impact on consumers is worth studying. Previous studies have shown that the influence of negative information than positive information, but did not investigate the case of simultaneous positive and negative information, the impact of the negative effect of the amount of information on online word of mouth . In this study, the variable is proportion of negative word of mouth. The Credibility of EWOM, Attitude toward Brand, Purchase intention, Re-diffusion Intention of EWOM four dependent variables used to measure the effect of EWOM. By experiment explores both cases the proportion of negative word of mouth reputation for network effects impact. In the first case , the reputation of the product attributes are moderately important , different proportions of negative information produce different impact on the EWOM; second case, the reputation of the product attributes are more important and less important , high and low proportion of negative information produce different impact on the EWOM effect . Two experiments were designed single factor between subjects and between 2 * 2 subjects design . Each participant read a total of 10 messages. The first experiment a total of nine experimental groups , of which the proportion of negative information ranging from 10-90% . The second experiment a total of four experimental groups , including a high proportion of the portfolio of negative information , negative information ratio is 60% ; while the combination of a low proportion of negative information , negative information ratio is 10%. The results show that : the reputation of the product attribute information is moderately important , different proportions of negative information produce different impact on EWOM effect . The importance of product attributes and negative information ratio of no interaction, but to attitude toward brand , purchase intention as the dependent variable , the main effect of negative word of mouth information proportion is significant. A high proportion of negative information generated negative attitude toward brand, low proportion of negative information generated positive attitude toward brand ; low proportion of negative information generated higher purchase intention than the high proportion of negative information .

中文關鍵詞 負面信息;網路口碑;效果
英文關鍵詞 Negative message; Electronic Word of Mouth (EWOM), effect of EWOM
發表日期 2015/7/4
授權狀況 已授權
全文下載 2-4D_全文_陳經超、趙麗婭、鄭海燕_負面信息對網路口碑效果的影響