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題名 負面口碑影響機制：自我構念之調節與歸因模式之中介效果
The Influence Mechanism of N-WOM: The Moderating Effect of Self-Construal and Mediating Effect of Attributing Pattern
作者 陳靜
Chen, Jing
貢獻者 林穎青
Lin, Ying-Ching
陳靜
Chen, Jing
關鍵詞 負面口碑
訊息類型
重要程度
歸因模式
自我構念
N-WOM
Type
Importance
Attributing Pattern
Self-Construal
日期 2016
上傳時間 3-Aug-2016 13:33:05 (UTC+8)
摘要 行銷業者對負面口碑的負面影響已有所共識，它可能直接影響消費者對其產品或服務的知覺價值判斷，進而影響產品評價及購買行為。過往研究將負面口碑區分為理由型和情感型兩類，同時，負面口碑中所包含的訊息可能為產品或服務的主要或次要因素，因而在重要程度上存在差異。此外，考慮到消費者決策情境的不同，本研究以為自己或他人做選擇的方式喚起個體的短期自我構念，探討個體特徵在負面口碑對消費者態度與行為傾向影響過程中的調節效果。另，消費者在處理負面口碑時，可能會對其產生原因進行歸納推理，且存在歸因於產品或服務和口碑產製者兩種認知路徑，不同的歸因模式進而又會影響消費者的產品評價、購買意願等面向。因此，本研究旨在探討負面口碑訊息類型如何影響消費者的態度與行為傾向，並考量負面口碑重要程度和自我構念的調節作用，以及在此過程中歸因模式的可能中介效果。
本研究通過內容分析法在實務場域觀察負面口碑訊息類型，初步探討負面口碑訊息類型與產品評價之間的關係。其後，以兩個實驗設計驗證研究假設，實驗一為2（負面口碑訊息類型：理由型vs.情感型）×2（負面口碑重要程度：主要因素vs.次要因素）的二因子受試者間設計，實驗二則為2（負面口碑訊息類型：理由型vs.情感型）×2（負面口碑重要程度：主要因素vs.次要因素）×2（自我構念：獨立型vs.互依型）的三因子組間設計。研究發現：（一）相較於情感型負面口碑，理由型負面口碑對消費者態度與行為傾向的影響更為顯著。（二）負面口碑重要程度具顯著干擾作用，亦即，當負面口碑重要程度為主要因素時，理由型評論所產生的訊息可信度顯著高於情感型評論。（三）在負面口碑訊息類型、負面口碑重要程度對訊息可信度的影響過程中，歸因模式具有顯著的中介效果。（四）自我構念與負面口碑訊息類型具有交互作用，並連同負面口碑重要程度存在三階交互效果。本研究期望通過負面口碑影響機制理論模型的提出與驗證，對負面口碑傳播效果研究有所貢獻，同時，在實務上為行銷業者管理負面口碑提供參考。
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描述 碩士
國立政治大學
傳播學院傳播碩士學位學程
103464077
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0103464077
資料類型 thesis
dc.contributor.advisor 林穎青zh_TW
dc.contributor.advisor Lin, Ying-Chingen_US
dc.contributor.author (Authors) 陳靜zh_TW
dc.contributor.author (Authors) Chen, Jingen_US
dc.creator (作者) 陳靜zh_TW
dc.creator (作者) Chen, Jingen_US
dc.date (日期) 2016en_US
dc.date.accessioned 3-Aug-2016 13:33:05 (UTC+8)-
dc.date.available 3-Aug-2016 13:33:05 (UTC+8)-
dc.date.issued (上傳時間) 3-Aug-2016 13:33:05 (UTC+8)-
dc.identifier (Other Identifiers) G0103464077en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/99695-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 傳播學院傳播碩士學位學程zh_TW
dc.description (描述) 103464077zh_TW
dc.description.abstract (摘要) 行銷業者對負面口碑的負面影響已有所共識，它可能直接影響消費者對其產品或服務的知覺價值判斷，進而影響產品評價及購買行為。過往研究將負面口碑區分為理由型和情感型兩類，同時，負面口碑中所包含的訊息可能為產品或服務的主要或次要因素，因而在重要程度上存在差異。此外，考慮到消費者決策情境的不同，本研究以為自己或他人做選擇的方式喚起個體的短期自我構念，探討個體特徵在負面口碑對消費者態度與行為傾向影響過程中的調節效果。另，消費者在處理負面口碑時，可能會對其產生原因進行歸納推理，且存在歸因於產品或服務和口碑產製者兩種認知路徑，不同的歸因模式進而又會影響消費者的產品評價、購買意願等面向。因此，本研究旨在探討負面口碑訊息類型如何影響消費者的態度與行為傾向，並考量負面口碑重要程度和自我構念的調節作用，以及在此過程中歸因模式的可能中介效果。
本研究通過內容分析法在實務場域觀察負面口碑訊息類型，初步探討負面口碑訊息類型與產品評價之間的關係。其後，以兩個實驗設計驗證研究假設，實驗一為2（負面口碑訊息類型：理由型vs.情感型）×2（負面口碑重要程度：主要因素vs.次要因素）的二因子受試者間設計，實驗二則為2（負面口碑訊息類型：理由型vs.情感型）×2（負面口碑重要程度：主要因素vs.次要因素）×2（自我構念：獨立型vs.互依型）的三因子組間設計。研究發現：（一）相較於情感型負面口碑，理由型負面口碑對消費者態度與行為傾向的影響更為顯著。（二）負面口碑重要程度具顯著干擾作用，亦即，當負面口碑重要程度為主要因素時，理由型評論所產生的訊息可信度顯著高於情感型評論。（三）在負面口碑訊息類型、負面口碑重要程度對訊息可信度的影響過程中，歸因模式具有顯著的中介效果。（四）自我構念與負面口碑訊息類型具有交互作用，並連同負面口碑重要程度存在三階交互效果。本研究期望通過負面口碑影響機制理論模型的提出與驗證，對負面口碑傳播效果研究有所貢獻，同時，在實務上為行銷業者管理負面口碑提供參考。		zh_TW
dc.description.tableofcontents 中文摘要 ………………………………………………………………i
英文摘要 ………………………………………………………………ii
第一章 緒論 …………………………………………………………1
第一節 研究背景與動機 …………………………………………1
第二節 研究目的與問題 …………………………………………3
第三節 研究流程 …………………………………………………4
第二章 文獻探討 ……………………………………………………5
第一節 口碑（WOM）………………………………………………5
一、口碑的定義 …………………………………………………5
二、口碑的傳播過程 ……………………………………………6
三、負面口碑訊息類型……………………………………………8
四、負面口碑重要程度……………………………………………9
五、小結 …………………………………………………………10
第二節 歸因理論（Attribution Theory）…………………11
一、理論概述 ……………………………………………………11
二、相關應用與研究 ……………………………………………12
三、小結 …………………………………………………………14
第三節 自我構念（Self-Construal）………………………15
一、定義與分類 …………………………………………………15
二、自我構念與消費者行為 ……………………………………16
三、小結 …………………………………………………………18
第三章 研究方法 ………………………………………………………19
第一節 研究架構 ……………………………………………………19
第二節 假設推論 ……………………………………………………20
一、負面口碑的影響 ………………………………………………20
二、歸因模式的中介作用 …………………………………………21
三、自我構念的調節效果 …………………………………………22
第三節 研究設計 ……………………………………………………24
一、內容分析法 ……………………………………………………24
二、實驗法 …………………………………………………………27
第四章 研究過程與結果：內容分析 …………………………………31
第一節 研究概述 ……………………………………………………31
第二節 研究結果 ……………………………………………………31
一、描述性統計 ……………………………………………………31
二、推論性統計 ……………………………………………………32
三、小結 ……………………………………………………………32
第五章 研究過程與結果：實驗一 ………………………………………33
第一節 研究過程 ……………………………………………………33
一、 實驗概述 ……………………………………………………33
二、 實驗流程 ……………………………………………………33
第二節 研究結果 ……………………………………………………34
一、 前測 …………………………………………………………34
二、 研究樣本 ……………………………………………………35
三、 變數平均值、標準差與量表信度分析 ……………………35
四、 操弄檢定 ……………………………………………………35
五、 假設驗證 ……………………………………………………36
第三節 小結 …………………………………………………………38
第六章 研究過程與結果：實驗二 ………………………………………39
第一節 研究過程 ………………………………………………………39
一、 實驗概述 ……………………………………………………39
二、 實驗流程 ……………………………………………………39
第二節 研究結果 ………………………………………………………40
一、 前測 …………………………………………………………40
二、 研究樣本 ……………………………………………………40
三、 變數平均值、標準差與量表信度分析 ……………………41
四、 操弄檢定 ……………………………………………………41
五、 假設驗證 ……………………………………………………42
第三節 小結 ……………………………………………………………44
第七章 結論與反思 ………………………………………………………45
第一節 研究發現 ………………………………………………………45
第二節 研究貢獻 ……………………………………………………46
一、理論意涵 …………………………………………………………46
二、實務意涵 …………………………………………………………46
第三節 研究限制與未來研究建議 …………………………………48
一、研究限制 …………………………………………………………48
二、未來研究建議 ……………………………………………………48
參考文獻 ……………………………………………………………………50

附錄一：樣本所含旅館之相關資訊………………………………………57
附錄二：編碼須知 …………………………………………………………58
附錄三：實驗一前測問卷（一） …………………………………………59
附錄四：實驗一前測問卷（二） …………………………………………60
附錄五：實驗一（消費者旅遊狀況問卷調查）……………………………61
附錄六：實驗二前測問卷 …………………………………………………64
附錄七：實驗二（餐廳消費態度與行為調查） …………………………65		zh_TW
dc.format.extent 1109281 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0103464077en_US
dc.subject (關鍵詞) 負面口碑zh_TW
dc.subject (關鍵詞) 訊息類型zh_TW
dc.subject (關鍵詞) 重要程度zh_TW
dc.subject (關鍵詞) 歸因模式zh_TW
dc.subject (關鍵詞) 自我構念zh_TW
dc.subject (關鍵詞) N-WOMen_US
dc.subject (關鍵詞) Typeen_US
dc.subject (關鍵詞) Importanceen_US
dc.subject (關鍵詞) Attributing Patternen_US
dc.subject (關鍵詞) Self-Construalen_US
dc.title (題名) 負面口碑影響機制：自我構念之調節與歸因模式之中介效果zh_TW
dc.title (題名) The Influence Mechanism of N-WOM: The Moderating Effect of Self-Construal and Mediating Effect of Attributing Patternen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 中文文獻：
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