探討品牌社群訊息特性對口碑傳遞效果之影響—以品牌社群凝聚力為干擾變數

Abstract

近年來，有越來越多商家或用戶成立Facebook社團，作為促進用戶和商家或是用戶之間交流的管道，社團可以將用戶聚集起來，交換相關資訊以及分享自身經驗，更藉由用戶間按讚、評論與分享等互動行為，達成品牌與產品口碑的傳播。因此，本研究欲瞭解訊息特性其呈現的方式與口碑傳遞效果的關係，期望藉由研究結果給予有意投入Facebook社團的企業或廣告代理商業者作為經營上的參考。\n首先，本研究針對過往文獻進行探討，發覺凝聚力與認同感是展現在品牌社群中的重要特徵，也確認社群凝聚力的高低將會影響社群成員參與社群的積極程度，進而改變社群中成員的個人行為。而針對口碑的訊息特性，依據以往研究區分為「訊息呈現方式」及「訊息內容類型」，其中包含訊息生動性、訊息互動性、訊息娛樂性及訊息資訊性等四大特性，在口碑的傳遞行為上則根據社群成員的互動行為含括了分享(Shares)、按讚(Likes)、評論(Comments)等不同的傳遞方式，並確認其在表示的意圖上具有差異。因此，本研究以文獻探討的結果，推論出在各訊息特性下，不同程度的訊息呈現方式將會影響口碑傳遞的效果，同時品牌社群凝聚力的高低也可能對於訊息特性與口碑傳遞效果存在干擾效果，透過內容分析法針對目標社群的貼文內容進行編碼與後續統計分析。\n經分析後發現，訊息生動性、訊息娛樂性與訊息資訊性對於口碑傳遞的成效皆具有正面影響，其中在預算有限的情況下以文字搭配圖片的生動性呈現方式，將促發成員按讚與留言的行為發生，以提升產品在社群中的知曉程度；而在內容類型方面，應特別重視訊息的娛樂性，將能帶來更好的口碑傳遞效果。至於在品牌社群凝聚力的分析，可以發現品牌社群凝聚力對於訊息特性與按讚數具有干擾效果，因此在品牌社群凝聚力相對較高的社團中，應以最能提升按讚數的訊息呈現方式進行，將能為貼文帶來的較多的按讚數，達到更好的口碑傳遞效果。

In recent years, more and more businesses or users set up a Facebook community as a channel to build relationships between users and users or users and merchants. These virtual communities not only gather users to share their experiences, but also spread the brand and product information through the actions of like, comment and share. Therefore, to provide suggestions for businesses or advertising agencies interested in investing in the Facebook community, this research is going to discover the relationship between message characteristics and the word-of-mouth transmission.\nAfter exploring past literature, this study confirmed that the community cohesion will affect the positive participation of community members in the community. This study also distinguished between different types of the message content (e.g. entertainment, informational) and characteristics of the message (e.g., vividness, interactivity), and summarized that members engage in their community via like, comment, and share. Then, this study deduced that different degree of message presentation will affect the effect of word-of-mouth transmission, while the brand community cohesion may also interfere with the effect of word-of-mouth transmission.\nThis study found that the vividness, entertainment, and information of the message has positive impacts on the effect of word-of-mouth transmission. As for the brand community cohesion, the results showed that brand community cohesion has a moderating effect in the numbers of likes. As such, in the community with high community cohesion, the message should be carried with the presentations which will be able to bring more likes for the post, to achieve a better word-of-mouth transmission effect.