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題名 不同廣告訴求下負面評論處理方式對消費者態度效果
A Study on Effects of Ways of Handling Negative Comments Under Different Advertisement Appeals on Consumers` Attitudes作者 張晏禎
Chang, Yen-Chen貢獻者 邱志聖
Chiou, Jyh-Shen
張晏禎
Chang, Yen-Chen關鍵詞 內隱理論
定型心態
成長心態
網路負面口碑
網路口碑
態度
認知
情感
行為
Implicit theory
Fixed mindset
Growth mindset
E-wom
Negative e-wom
Attitude
Cognitive
Affective
Behavioral日期 2022 上傳時間 1-Jul-2022 15:58:43 (UTC+8) 摘要 網路以及社群網站的普及，資訊的交流達到了前所未有的效率，如此的大環境不僅助益了普羅大眾，對於品牌商來說也是一大福音，品牌可以更快速且有效的觸及到消費者，傳遞所想傳遞的訊息，而社群網站，包含臉書、推特、Instagram等等，就成為品牌商不可或缺的重要行銷媒介。但科技在帶來便利性的同時也衍生出了許多新的挑戰，其中之一就是網路負面口碑的興起，而如何適當的面對並處理這項挑戰想必成為許多品牌商急需解答的問題。因此本研究想針對網路負面口碑的解決方法進行研究，並且結合內隱理論的特性進行研究的設計。目的以找到展現不同心態的廣告訴求下負面評論處理方式對消費者態度的影響，廣告訴求的區分以內隱理論中的定型心態及成長心態，分為兩組，負面評論處理方式則以隱藏評論及回覆評論作為區分。因此本研究總共以2(定型心態廣告、成長心態廣告)x 2(隱藏留言、回覆留言)進行實驗設計，對品牌態度的認知、情感、行為進行探討。而本研究也在假設驗證中得到了部分的支持，實驗結果如下：消費者對回覆留言的態度顯著高於隱藏留言，在定型心態的廣告訴求下，回覆留言對消費者的認知、情感、行為均顯著高過隱藏留言，而在成長心態廣告訴求下，回覆留言對消費者的認知、情感顯著高於隱藏留言。因此，未來品牌在面對負面評論時，可以思考品牌本身傳達的形象或是廣告訴求較偏向哪個心態，進行處理方式的思考。
With the rise of the Internet and social networking sites, the exchange of information has achieved unprecedented efficiency. This not only helps the general public, but also a great opportunity for brands. Brands can reach consumers and deliver the desired message more effectively. Social networking sites have become an indispensable and important marketing medium for brands. However, while technology brings convenience, it also brings many new challenges, one of which is the rise of negative online word-of-mouth. How to properly deal with this challenge has been something brands urgently want to know.Therefore, this study intends to study the solution to the negative online word-of-mouth, and design the study in combination with the characteristics of Implicit Theory. The purpose is to find the most appropriate way of dealing with negative comments under different advertising appeals. The advertising appeals are divided into two groups: fixed mindset and growth mindset. This study uses a 2 (Fixed mindset advertisement appeal, growth mindset advertisement appeal) x 2 (hide message, reply to message) experimental study, and discusses customers’ cognitive, affective, and behavioral of the brand.And the hypotheses are partially supported. The experimental results are as follows: Customers` attitude towards brand replying to messages is significantly higher than that of hiding messages. With fixed mindset ads appeal, customers’ attitude toward the brand is significantly higher when seeing the brand reply to negative messgaes than hiding messages, and with growth mindset advertising appeal, customers’ attitude toward the brand is only partialy significantly higher when seeing the brand reply to negative messgaes than hiding messages. Therefore, in the future, when brands face negative comments, they can think about which mindset the brand itself conveys or which advertising demands are more inclined, and come up with a solution accordingly.參考文獻 邱志聖(2015)。行銷研究：實務與理論應用(4版)。台北市:智勝文化黃俊英(1997)。行銷研究概論。台北市:華泰。1. Ahn, J. and Back, K.J. (2018), “Influence of brand relationship on customer attitude toward integrated resort brands: a cognitive, affective, and conative perspective,” Journal of Traveling &Tourism Marketing, 35(4), 449- 60.2. Ajzen, I. and Driver, B.L. (1992), “Application of the Theory of Planned Behavior to Leisure Choice,” Journal of Leisure Research, 24(3), 207- 24.3. Albers-Miller, N.D. and Stafford, R.M. (1999), “An international analysis of emotional and rational appeals in services vs goods advertising,” Journal of Consumer Marketing, 16(1), 42-574. Bhandari, M. and Rodgers, S. (2018), “What does the brand say? Effects of brand feedback to negative eWOM on brand trust and purchase intentions,” International Journal of Advertising, 37(1), 125-141.5. Bickart, B. and Schindler, R.M. (2001), “Internet forums as influential sources of consumer information,” Journal of Interactive Marketing 15(3), 31–40.6. Blodgett, J. G., Hill, D. J. and Tax, S. S. (1997), “The effects of distributive, procedural, and interactional justice on postcomplaint behavior,” Journal of Retailing, 73(2), 185–2107. Bronner, F. and Robert D.H. (2011). “Vacationers and eWOM: Who posts, and why, where, and what?” Journal of Travel Research 50(1), 15–268. Cheng, V.T.P., and Loi, M.K. (2014), “Handling negative online customer reviews: The effects of elaboration likelihood model and distributive justice,” Journal of Travel & Tourism Marketing, 31(1), 1–15.9. Cheung, C.M.K. and Thadani D.R. (2012), “The impact of electronic word-of-mouth communication: A literature analysis and integrative model,” Decision Support Systems 54(1), 461– 70.10. Court, D., Elzinga, D., Mulder, S. and Vetvik O.J. (2009),“The Consumer Decision Journey,” McKinsey Quarterly, 3, 96–107.11. Cronbach, L.J. (1951), “Coefficient alpha and the internal structure of tests,” Psychometrika 16, 297–334.12. Derbaix, C., & Pham, M. T. (1991), “Affective reactions to consumption situations: A pilot investigation,” Journal of Economic Psychology, 12(2), 325– 55.13. Dweck, C. S. and Leggett, E. L. (1988), “A social–cognitive approach to motivation and personality,” Psychological Review, 95, 256– 73.14. ——— (1999), Self-theories: Their role in motivation, personality and development. Philadelphia: Taylor and Francis/Psychology Press.15. Eagly, A. H., & Chaiken, S. (1993), The psychology of attitudes. Michigan: Harcourt Brace Jovanovich College Publishers. Harcourt Brace Jovanovich College Publishers.16. Gelbrich, K. and Roschk, H. (2011), “A Meta-Analysis of Organizational Complaint and Customer Responses,” Journal of Service Research, 14(1), 24-4317. Goldsmith, R.E. and Horowitz, D. (2006),“Measuring motivations for online opinion seeking,” Journal of Interactive Advertising, 6(2), 2–1418. Gu, B. and Ye, Q. (2014), “First step in social media: Measuring the influence of online management responses on customer satisfaction,” Production and Operations Management, 23(4), 570–82.19. Hennig-Thurau, T., Gwinner, K.P., Walsh, G. and Gremler, D.D. (2003), “Electronic word-of-mouth: Motives for and consequences of reading customer articulations on the Internet,” International Journal of Electronic Commerce, 8(2), 51–74.20. ———, Gwinner, K.P., Walsh, G. and 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. Johnson, Johnson (1982), The comeback. A special report from the editors ofworldwide publication of Johnson & Johnson Corporate Public Relations.22. Kemp, S. (2022), “Digital 2022: Taiwan,” (accessed: 2022, February 15). [available at https://datareportal.com/reports/digital-2022-taiwan].23. King, R.A., Racherla, P. and Bush V.D. (2014), “What We Know and Don’t Know About Online Word-of-Mouth: A Review and Synthesis of the Literature.” Journal of Interactive Marketing, 28, 167-183.24. Laskey, H.A., Fox R.J. and Crask, M.R. (1995), “The relationship between advertising message strategy and television commercial effectiveness,” Journal of Advertising Research, 35(2), 31-39.25. Litvin, S.W. and Hoffman, L.M. (2012), “Responses to consumer-generated media in the hospitality marketplace: An empirical study,” Journal of Vacation Marketing, 18(2), 135–45.26. Lee, M., Rodgers, S. and Kim, M. (2009), “Effects of valence and extremity of eWOM on attitude toward the brand and website,” Journal of Current Issues & Research in Advertising, 31(2), 1–11.27. ———, and Youn, S. (2009), “Electronic word of mouth (eWOM): How eWOM platforms influence consumer product judgement,” International Journal of Advertising, 28(3), 473–99.28. Mauri, A.G. and Minazzi, R. (2013), “Web reviews influence on expectations and purchasing intentions of hotel potential customers,” International Journal of Hospitality Management, 34, 99– 107.29. Murphy, M. C., &Dweck, C. S. (2016). “Mindsets shape consumer behavior,” Journal of Consumer Psychology, 26(1), 127-136.30. Park, C. and Lee, T.M. (2009), “Information direction, website reputation and eWOM effect: A moderating role of product type,” Journal of Business Research 62(1), 61–7.31. Park, J. K., & John, D. R. (2010), “Got to get you into my life: Do brand personalities rub off on consumers?” Journal of Consumer Research, 37, 655–669.32. Pfeffer, J., Zorbach, T. and Carley, K. M. (2014), “Understanding online firestorms: Negative word-of-mouth dynamics in social media networks,” Journal of Marketing Communications, 20(1-2), 117-128.33. Rosenberg, M. J. and Hovland, C. I. (1960), Cognitive, Affective and Behavioral Components of Attitudes. New Haven, CT: Yale University Press.34. Sparks, B.A. and Browning, V. (2011), “The impact of online reviews on hotel booking intentions and perception of trust,” Tourism Management, 32(6), 1310–23.35. ———. and Bradley, G.L. (2017), “A ‘Triple A’ typology of responding to negative consumer-generated online reviews,” Journal of Hospitality & Tourism Research, 41(6), 719–45.36. Ye, Q., Gu, B., Chen, W. and Law, R. (2010), “Measuring the influence of managerial responses on subsequent online customer reviews – a natural experiment of two online travel agencies,” ICIS 2008 Proceedings, 115. 描述 碩士
國立政治大學
國際經營與貿易學系
109351003資料來源 http://thesis.lib.nccu.edu.tw/record/#G0109351003 資料類型 thesis dc.contributor.advisor 邱志聖 zh_TW dc.contributor.advisor Chiou, Jyh-Shen en_US dc.contributor.author (Authors) 張晏禎 zh_TW dc.contributor.author (Authors) Chang, Yen-Chen en_US dc.creator (作者) 張晏禎 zh_TW dc.creator (作者) Chang, Yen-Chen en_US dc.date (日期) 2022 en_US dc.date.accessioned 1-Jul-2022 15:58:43 (UTC+8) - dc.date.available 1-Jul-2022 15:58:43 (UTC+8) - dc.date.issued (上傳時間) 1-Jul-2022 15:58:43 (UTC+8) - dc.identifier (Other Identifiers) G0109351003 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/140547 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 國際經營與貿易學系 zh_TW dc.description (描述) 109351003 zh_TW dc.description.abstract (摘要) 網路以及社群網站的普及，資訊的交流達到了前所未有的效率，如此的大環境不僅助益了普羅大眾，對於品牌商來說也是一大福音，品牌可以更快速且有效的觸及到消費者，傳遞所想傳遞的訊息，而社群網站，包含臉書、推特、Instagram等等，就成為品牌商不可或缺的重要行銷媒介。但科技在帶來便利性的同時也衍生出了許多新的挑戰，其中之一就是網路負面口碑的興起，而如何適當的面對並處理這項挑戰想必成為許多品牌商急需解答的問題。因此本研究想針對網路負面口碑的解決方法進行研究，並且結合內隱理論的特性進行研究的設計。目的以找到展現不同心態的廣告訴求下負面評論處理方式對消費者態度的影響，廣告訴求的區分以內隱理論中的定型心態及成長心態，分為兩組，負面評論處理方式則以隱藏評論及回覆評論作為區分。因此本研究總共以2(定型心態廣告、成長心態廣告)x 2(隱藏留言、回覆留言)進行實驗設計，對品牌態度的認知、情感、行為進行探討。而本研究也在假設驗證中得到了部分的支持，實驗結果如下：消費者對回覆留言的態度顯著高於隱藏留言，在定型心態的廣告訴求下，回覆留言對消費者的認知、情感、行為均顯著高過隱藏留言，而在成長心態廣告訴求下，回覆留言對消費者的認知、情感顯著高於隱藏留言。因此，未來品牌在面對負面評論時，可以思考品牌本身傳達的形象或是廣告訴求較偏向哪個心態，進行處理方式的思考。 zh_TW dc.description.abstract (摘要) With the rise of the Internet and social networking sites, the exchange of information has achieved unprecedented efficiency. This not only helps the general public, but also a great opportunity for brands. Brands can reach consumers and deliver the desired message more effectively. Social networking sites have become an indispensable and important marketing medium for brands. However, while technology brings convenience, it also brings many new challenges, one of which is the rise of negative online word-of-mouth. How to properly deal with this challenge has been something brands urgently want to know.Therefore, this study intends to study the solution to the negative online word-of-mouth, and design the study in combination with the characteristics of Implicit Theory. The purpose is to find the most appropriate way of dealing with negative comments under different advertising appeals. The advertising appeals are divided into two groups: fixed mindset and growth mindset. This study uses a 2 (Fixed mindset advertisement appeal, growth mindset advertisement appeal) x 2 (hide message, reply to message) experimental study, and discusses customers’ cognitive, affective, and behavioral of the brand.And the hypotheses are partially supported. The experimental results are as follows: Customers` attitude towards brand replying to messages is significantly higher than that of hiding messages. With fixed mindset ads appeal, customers’ attitude toward the brand is significantly higher when seeing the brand reply to negative messgaes than hiding messages, and with growth mindset advertising appeal, customers’ attitude toward the brand is only partialy significantly higher when seeing the brand reply to negative messgaes than hiding messages. Therefore, in the future, when brands face negative comments, they can think about which mindset the brand itself conveys or which advertising demands are more inclined, and come up with a solution accordingly. 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 研究問題 2第三節 研究目的 3第四節 研究方法及流程 3第二章 文獻回顧 5第一節 廣告訴求 5第二節 內隱理論 5第三節 網路負面口碑 6第四節 態度 8第五節 研究推論 10第三章 研究方法 12第一節 研究架構 12第二節 研究假設 12第三節 研究變數定義及衡量 13第四節 實驗設計與執行 14第四章 研究結果 19第一節 信度及效度分析 19第二節 正式問卷結果 19第五章 結論與建議 30第一章 研究結果與討論 30第二章 行銷意義與建議 32第三章 研究限制及未來建議 32參考文獻 34附錄 38前測問卷1：定型心態廣告 38前測問卷2：成長心態廣告 40正式問卷1：定型心態及隱藏留言 42正式問卷2：定型心態及回覆留言 50正式問卷3：成長心態及隱藏留言 58正式問卷4：定型心態及回覆留言 66 zh_TW dc.format.extent 12413611 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0109351003 en_US dc.subject (關鍵詞) 內隱理論 zh_TW dc.subject (關鍵詞) 定型心態 zh_TW dc.subject (關鍵詞) 成長心態 zh_TW dc.subject (關鍵詞) 網路負面口碑 zh_TW dc.subject (關鍵詞) 網路口碑 zh_TW dc.subject (關鍵詞) 態度 zh_TW dc.subject (關鍵詞) 認知 zh_TW dc.subject (關鍵詞) 情感 zh_TW dc.subject (關鍵詞) 行為 zh_TW dc.subject (關鍵詞) Implicit theory en_US dc.subject (關鍵詞) Fixed mindset en_US dc.subject (關鍵詞) Growth mindset en_US dc.subject (關鍵詞) E-wom en_US dc.subject (關鍵詞) Negative e-wom en_US dc.subject (關鍵詞) Attitude en_US dc.subject (關鍵詞) Cognitive en_US dc.subject (關鍵詞) Affective en_US dc.subject (關鍵詞) Behavioral en_US dc.title (題名) 不同廣告訴求下負面評論處理方式對消費者態度效果 zh_TW dc.title (題名) A Study on Effects of Ways of Handling Negative Comments Under Different Advertisement Appeals on Consumers` Attitudes en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 邱志聖(2015)。行銷研究：實務與理論應用(4版)。台北市:智勝文化黃俊英(1997)。行銷研究概論。台北市:華泰。1. Ahn, J. and Back, K.J. (2018), “Influence of brand relationship on customer attitude toward integrated resort brands: a cognitive, affective, and conative perspective,” Journal of Traveling &Tourism Marketing, 35(4), 449- 60.2. Ajzen, I. and Driver, B.L. (1992), “Application of the Theory of Planned Behavior to Leisure Choice,” Journal of Leisure Research, 24(3), 207- 24.3. Albers-Miller, N.D. and Stafford, R.M. (1999), “An international analysis of emotional and rational appeals in services vs goods advertising,” Journal of Consumer Marketing, 16(1), 42-574. Bhandari, M. and Rodgers, S. (2018), “What does the brand say? Effects of brand feedback to negative eWOM on brand trust and purchase intentions,” International Journal of Advertising, 37(1), 125-141.5. Bickart, B. and Schindler, R.M. (2001), “Internet forums as influential sources of consumer information,” Journal of Interactive Marketing 15(3), 31–40.6. Blodgett, J. G., Hill, D. J. and Tax, S. S. (1997), “The effects of distributive, procedural, and interactional justice on postcomplaint behavior,” Journal of Retailing, 73(2), 185–2107. Bronner, F. and Robert D.H. (2011). “Vacationers and eWOM: Who posts, and why, where, and what?” Journal of Travel Research 50(1), 15–268. Cheng, V.T.P., and Loi, M.K. (2014), “Handling negative online customer reviews: The effects of elaboration likelihood model and distributive justice,” Journal of Travel & Tourism Marketing, 31(1), 1–15.9. Cheung, C.M.K. and Thadani D.R. (2012), “The impact of electronic word-of-mouth communication: A literature analysis and integrative model,” Decision Support Systems 54(1), 461– 70.10. Court, D., Elzinga, D., Mulder, S. and Vetvik O.J. (2009),“The Consumer Decision Journey,” McKinsey Quarterly, 3, 96–107.11. Cronbach, L.J. (1951), “Coefficient alpha and the internal structure of tests,” Psychometrika 16, 297–334.12. Derbaix, C., & Pham, M. T. (1991), “Affective reactions to consumption situations: A pilot investigation,” Journal of Economic Psychology, 12(2), 325– 55.13. Dweck, C. S. and Leggett, E. L. (1988), “A social–cognitive approach to motivation and personality,” Psychological Review, 95, 256– 73.14. ——— (1999), Self-theories: Their role in motivation, personality and development. Philadelphia: Taylor and Francis/Psychology Press.15. Eagly, A. H., & Chaiken, S. (1993), The psychology of attitudes. Michigan: Harcourt Brace Jovanovich College Publishers. Harcourt Brace Jovanovich College Publishers.16. Gelbrich, K. and Roschk, H. (2011), “A Meta-Analysis of Organizational Complaint and Customer Responses,” Journal of Service Research, 14(1), 24-4317. Goldsmith, R.E. and Horowitz, D. (2006),“Measuring motivations for online opinion seeking,” Journal of Interactive Advertising, 6(2), 2–1418. Gu, B. and Ye, Q. (2014), “First step in social media: Measuring the influence of online management responses on customer satisfaction,” Production and Operations Management, 23(4), 570–82.19. Hennig-Thurau, T., Gwinner, K.P., Walsh, G. and Gremler, D.D. (2003), “Electronic word-of-mouth: Motives for and consequences of reading customer articulations on the Internet,” International Journal of Electronic Commerce, 8(2), 51–74.20. ———, Gwinner, K.P., Walsh, G. and 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. Johnson, Johnson (1982), The comeback. A special report from the editors ofworldwide publication of Johnson & Johnson Corporate Public Relations.22. Kemp, S. (2022), “Digital 2022: Taiwan,” (accessed: 2022, February 15). [available at https://datareportal.com/reports/digital-2022-taiwan].23. King, R.A., Racherla, P. and Bush V.D. (2014), “What We Know and Don’t Know About Online Word-of-Mouth: A Review and Synthesis of the Literature.” Journal of Interactive Marketing, 28, 167-183.24. Laskey, H.A., Fox R.J. and Crask, M.R. (1995), “The relationship between advertising message strategy and television commercial effectiveness,” Journal of Advertising Research, 35(2), 31-39.25. Litvin, S.W. and Hoffman, L.M. (2012), “Responses to consumer-generated media in the hospitality marketplace: An empirical study,” Journal of Vacation Marketing, 18(2), 135–45.26. Lee, M., Rodgers, S. and Kim, M. (2009), “Effects of valence and extremity of eWOM on attitude toward the brand and website,” Journal of Current Issues & Research in Advertising, 31(2), 1–11.27. ———, and Youn, S. (2009), “Electronic word of mouth (eWOM): How eWOM platforms influence consumer product judgement,” International Journal of Advertising, 28(3), 473–99.28. Mauri, A.G. and Minazzi, R. (2013), “Web reviews influence on expectations and purchasing intentions of hotel potential customers,” International Journal of Hospitality Management, 34, 99– 107.29. Murphy, M. C., &Dweck, C. S. (2016). “Mindsets shape consumer behavior,” Journal of Consumer Psychology, 26(1), 127-136.30. Park, C. and Lee, T.M. (2009), “Information direction, website reputation and eWOM effect: A moderating role of product type,” Journal of Business Research 62(1), 61–7.31. Park, J. K., & John, D. R. (2010), “Got to get you into my life: Do brand personalities rub off on consumers?” Journal of Consumer Research, 37, 655–669.32. Pfeffer, J., Zorbach, T. and Carley, K. M. (2014), “Understanding online firestorms: Negative word-of-mouth dynamics in social media networks,” Journal of Marketing Communications, 20(1-2), 117-128.33. Rosenberg, M. J. and Hovland, C. I. (1960), Cognitive, Affective and Behavioral Components of Attitudes. New Haven, CT: Yale University Press.34. Sparks, B.A. and Browning, V. (2011), “The impact of online reviews on hotel booking intentions and perception of trust,” Tourism Management, 32(6), 1310–23.35. ———. and Bradley, G.L. (2017), “A ‘Triple A’ typology of responding to negative consumer-generated online reviews,” Journal of Hospitality & Tourism Research, 41(6), 719–45.36. Ye, Q., Gu, B., Chen, W. and Law, R. (2010), “Measuring the influence of managerial responses on subsequent online customer reviews – a natural experiment of two online travel agencies,” ICIS 2008 Proceedings, 115. zh_TW dc.identifier.doi (DOI) 10.6814/NCCU202200528 en_US
