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題名 產品類型、業者回應負評對於消費者態度及網路評論有用性評估之影響
The Impacts of Product Types and Responses to Negative Reviews on Consumers’ Attitudes
作者 王羿婷
Wang, Yi-Ting
貢獻者 邱奕嘉
Chiu, Yi-Chia
王羿婷
Wang, Yi-Ting
關鍵詞 網路評論
態度
有用性
負評回應
產品類型
Online review
Attitude
Usefulness
Response to negative review
Product type
日期 2018
上傳時間 9-Nov-2018 15:54:57 (UTC+8)
摘要 網路的發展，加速了資訊的流通，網路評論成為重要地口耳相傳方式，而這些網路評論也顯著影響消費者的購買決策，不只消費者依賴網路評論，業者也越來越關心這些網路上的留言或是意見。本研究欲探討不同的產品類型，以及業者針對負評做出回應，對於消費者態度的影響以及評論有用性評估是否產生差異。
     
     實驗為2X2因子設計，分別為產品類型(實用型、享樂型) X業者回應負評(有回應、沒有回應)，共四種版本，透過網路問卷填答得到評量結果，研究結果顯示，消費者閱讀不同類型的產品評論後，對於實用型及享樂型產品的感受沒有明顯差異。然而，對於享樂型產品的行為趨勢，較實用型產品正向，也就是說消費者閱讀完評論後更願意消費享樂型產品，或是推薦親友。而消費者對於評論有用性的評估，不會因為產品類型(實用型、享樂型)的不同而有差異，也不會因為業者是否針對負評做出回應而影響有用性的評估。然而當消費者看到業者針對負評做出回應，並不會因此而提升對於該產品(實用型與享樂型產品)的感受及行為。
The development of internet sped up the circulation of information. Online product review became the important way of word of mouth (WOM). However, this kind of online reviews affect consumer’s purchase decision significantly. Not only the consumers rely on online reviews, firms are also turning their attention toward reviews and opinions on the Internet.
     
     This study examined the effect of different product type and whether firm responds to negative reviews on received review helpfulness. This study based on 2X2 factorial experiment: product type (Utilitarian/ Hedonic product) X whether the firm responds to negative reviews (Yes/ No). Four versions of surveys were created and I collected the data through online questionnaires. The results indicate, there’s no significant difference in terms of feeling after consumers read utilitarian and hedonic product reviews. However, the effect on consumer’s behavior of hedonic product is more positive than utilitarian product. It means consumers of hedonic product is more likely to purchase or recommend the product to their family or friends after they read online reviews. Speak of examining the helpfulness of online review, there’s no difference between utilitarian and hedonic product. Whether the firm responds to negative reviews doesn’t affect the helpfulness evaluation of consumers, moreover, it doesn’t increase their feeling and behavior toward the product either (both utilitarian & hedonic product).
參考文獻 Tancer, B. (2016). 客評經濟的力量：購買者評論&開箱文票房下的市場「電商化」遊戲規則 (黃書儀譯)。台北：大寫出版社 (原著出版年：2014)
     
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描述 碩士
國立政治大學
科技管理與智慧財產研究所
1043641191
資料來源 http://thesis.lib.nccu.edu.tw/record/#G1043641191
資料類型 thesis
dc.contributor.advisor 邱奕嘉zh_TW
dc.contributor.advisor Chiu, Yi-Chiaen_US
dc.contributor.author (Authors) 王羿婷zh_TW
dc.contributor.author (Authors) Wang, Yi-Tingen_US
dc.creator (作者) 王羿婷zh_TW
dc.creator (作者) Wang, Yi-Tingen_US
dc.date (日期) 2018en_US
dc.date.accessioned 9-Nov-2018 15:54:57 (UTC+8)-
dc.date.available 9-Nov-2018 15:54:57 (UTC+8)-
dc.date.issued (上傳時間) 9-Nov-2018 15:54:57 (UTC+8)-
dc.identifier (Other Identifiers) G1043641191en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/120904-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 科技管理與智慧財產研究所zh_TW
dc.description (描述) 1043641191zh_TW
dc.description.abstract (摘要) 網路的發展，加速了資訊的流通，網路評論成為重要地口耳相傳方式，而這些網路評論也顯著影響消費者的購買決策，不只消費者依賴網路評論，業者也越來越關心這些網路上的留言或是意見。本研究欲探討不同的產品類型，以及業者針對負評做出回應，對於消費者態度的影響以及評論有用性評估是否產生差異。
     
     實驗為2X2因子設計，分別為產品類型(實用型、享樂型) X業者回應負評(有回應、沒有回應)，共四種版本，透過網路問卷填答得到評量結果，研究結果顯示，消費者閱讀不同類型的產品評論後，對於實用型及享樂型產品的感受沒有明顯差異。然而，對於享樂型產品的行為趨勢，較實用型產品正向，也就是說消費者閱讀完評論後更願意消費享樂型產品，或是推薦親友。而消費者對於評論有用性的評估，不會因為產品類型(實用型、享樂型)的不同而有差異，也不會因為業者是否針對負評做出回應而影響有用性的評估。然而當消費者看到業者針對負評做出回應，並不會因此而提升對於該產品(實用型與享樂型產品)的感受及行為。		zh_TW
dc.description.abstract (摘要) The development of internet sped up the circulation of information. Online product review became the important way of word of mouth (WOM). However, this kind of online reviews affect consumer’s purchase decision significantly. Not only the consumers rely on online reviews, firms are also turning their attention toward reviews and opinions on the Internet.
     
     This study examined the effect of different product type and whether firm responds to negative reviews on received review helpfulness. This study based on 2X2 factorial experiment: product type (Utilitarian/ Hedonic product) X whether the firm responds to negative reviews (Yes/ No). Four versions of surveys were created and I collected the data through online questionnaires. The results indicate, there’s no significant difference in terms of feeling after consumers read utilitarian and hedonic product reviews. However, the effect on consumer’s behavior of hedonic product is more positive than utilitarian product. It means consumers of hedonic product is more likely to purchase or recommend the product to their family or friends after they read online reviews. Speak of examining the helpfulness of online review, there’s no difference between utilitarian and hedonic product. Whether the firm responds to negative reviews doesn’t affect the helpfulness evaluation of consumers, moreover, it doesn’t increase their feeling and behavior toward the product either (both utilitarian & hedonic product).		en_US
dc.description.tableofcontents 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 4
     第三節 研究流程 5
     第二章 論文文獻探討 6
     第一節 網路評論 6
     第二節 產品類型 9
     第三節 評論有用性 12
     第四節 態度 15
     第五節 負評回應 16
     第三章 研究方法 18
     第一節 研究架構 18
     第二節 研究假設 19
     第三節 研究設計 21
     第四節 問卷設計 23
     第四章 研究結果 27
     第一節 樣本結構 27
     第二節 信度分析 30
     第三節 網路評論操弄驗證 31
     第四節 網路評論和產品類型對於消費者態度之影響 32
     第五章 研究與未來展望 42
     第一節 研究結果 42
     第二節 實務意涵 43
     第三節 研究限制 43
     第四節 未來研究建議 44
     參考文獻 45
     附錄 52		zh_TW
dc.format.extent 1328258 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G1043641191en_US
dc.subject (關鍵詞) 網路評論zh_TW
dc.subject (關鍵詞) 態度zh_TW
dc.subject (關鍵詞) 有用性zh_TW
dc.subject (關鍵詞) 負評回應zh_TW
dc.subject (關鍵詞) 產品類型zh_TW
dc.subject (關鍵詞) Online reviewen_US
dc.subject (關鍵詞) Attitudeen_US
dc.subject (關鍵詞) Usefulnessen_US
dc.subject (關鍵詞) Response to negative reviewen_US
dc.subject (關鍵詞) Product typeen_US
dc.title (題名) 產品類型、業者回應負評對於消費者態度及網路評論有用性評估之影響zh_TW
dc.title (題名) The Impacts of Product Types and Responses to Negative Reviews on Consumers’ Attitudesen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) Tancer, B. (2016). 客評經濟的力量：購買者評論&開箱文票房下的市場「電商化」遊戲規則 (黃書儀譯)。台北：大寫出版社 (原著出版年：2014)
     
     邱志聖 (2015)。行銷研究：實務與理論應用。台北：智勝出版社
     
     Arndt, J. (1967). “Role of product-related conversations in the diffusion of a new product.” Journal of Marketing Research 4(3): 291-295.
     
     Ahluwalia, R. & Z. Gurhan-Canli (2000). “The Effects of Extensions on the Family Brand Name: An Accessibility-Diagnosticity Perspective.” Journal of Consumer Research 27(3): 371-381.
     
     Ahluwalia, R. & Shiv, B. (1997). The Effects of Negative Information in the Political and Marketing Arenas: Exceptions to the Negativity Effect. Advances in Consumer Research 24: 222.
     
     Adaval R. (2001). “Sometimes It Just Feels Right: The Differential Weighting of Affect-Consistent and Affect Inconsistent Product Information.” Journal of Consumer Research 28(1): 1-17.
     
     Brown, J., Broderick, A. J., & Lee, N., 2007. “Word of Mouth Communication within Online Communities: Conceptualizing the Online Social Network. ” Journal of Interactive Marketing 21(3): 2-20.
     
     Batra, R & Ahtola, O.T (1991). “Measuring the hedonic and utilitarian sources of consumer attitudes.” Marketing Letters 2(2): 159-170.
     
     Baron, R. A., & Byrne, D. (1981). Social psychology: Understanding human interaction. Boston: Allyn & Bacon.
     
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dc.identifier.doi (DOI) 10.6814/THE.NCCU.TIIPM.030.2018.F08en_US