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題名 網路口碑傳播者性別、推薦產品性別及接收者性別三者性別一致對口碑說服效果之影響
The congruency effects of gender among e-WOM endorser, product and receiver on consumer’s attitude作者 吳宣豫
Wu, Shiuan Yu貢獻者 張卿卿
Chang, Ching Ching
吳宣豫
Wu, Shiuan Yu關鍵詞 網路口碑
性別
一致性
產品屬性
electronic word-of-mouth
gender
congruency effects
experience goods
search goods日期 2011 上傳時間 4-Sep-2013 16:29:17 (UTC+8) 摘要 近年台灣行銷市場中，網路口碑之於消費者的重要性不言而喻，其應用成為行銷顯學之一。不過觀察目前網路口碑相關研究，多數仍聚焦在傳播者評論口碑對象（產品、服務、品牌等）的傳播過程、網路口碑影響消費者購買意圖或品牌忠誠的程度，或是正負面口碑差異等面向，較少從口碑傳播者、產品及接收者本身屬性（類型、來源國等）一致的角度，探討是否會影響說服效果，而「性別」正是一項鮮少被觸及的重要屬性。事實上，性別一致產生的效果，在早期的廣告行銷研究中，即不斷被證實存在，能有效帶來消費者態度行為的正向影響（Caballero & Solomon, 1984）。然而網路作為傳播媒介的研究中卻缺乏相關的討論，因此能否複製「性別具有一致性時，就會具有正相關效果」的結論猶未可知。 而「性別一致性效果」產生的機制亦分屬「一致性效果」、「自我一致性」的兩種不同心理狀態類別，本研究除了歸納原先定義不清的一致性效果涵義，更希望進一步探討何種機制對於消費者的影響較為重要。另一方面，「一致」情況亦存在「主觀」感知與「客觀」存在的差異，亦有區分之必要性。同時，亦不可忽略口碑中推薦產品本身具備的屬性特質，可能是會導致消費者在意性別線索的關鍵，在相關理論基礎下，推論消費者會依賴推薦者的形象來協助判斷（Zeithaml, 1988）。換句話說，欲瞭解產品屬性，也就是體驗性/搜尋性的產品將直接導致消費者對於性別一致的感知產生不同的交互作用，進而影響到整體口碑說服效果。 故本研究計有三個主要的操弄變項，分別是傳播者性別（男/女）、產品性別（男/女）與產品屬性（搜尋屬性/體驗屬性），在研究設計上乃是採用2 × 2 × 2的三因子實驗設計（factorial experiment design），應變項則為受試者的口碑訊息診斷性、產品態度及購買意圖。 研究結果發現，客觀性別一致並不會影響消費者口碑說服效果，而不同產品屬性的交互作用下，客觀性別一致的重要性會在消費者選購體驗性產品時浮現，進一步正向影響消費者對於產品的態度，而且在性別一致性的兩種機制中，「自我一致性」（如傳播者/代言人與自身一致、產品與自身一致）比起「一致性效果」（外界的傳播者/產品一致）的機制，更能顯著影響消費者的商品態度。不過，一旦消費者主觀感知到性別一致的情形存在，無論是何種機制、何種產品屬性，皆能有效影響消費者的口碑說服效果。 上述的研究結果可以提供給未來欲透過口碑工具，邀請特定口碑寫手或消費者於試用產品後討論引起注意的廠商，在策略擬定之參考。建議行銷人員規劃行銷手法時多考慮「性別一致」引發之影響，讓消費者提升對於產品的態度與行為。 參考文獻 一、 中文文獻Wimmer & Dominick著，黃振家、宗靜萍等譯（2007），《大眾媒體研究導論》。臺北：學富文化。王俊健（2005）。〈建構性別角色多元化與兩性平等的新觀念〉。網路社會學通訊期刊，49。上網日期：2011年3月6日，取自http://mail.nhu.edu.tw/~society/e-j/49/49-56.htm尼爾森公司（2010.06.28）。〈影響消費者購物決策 口碑行銷力量大〉。上網日期：2010年9月20日，取自http://tw.nielsen.com/news20100628.shtml江介騰（2009），《廣告代言人性別對廣告效果影響之研究》。中國文化大學新聞研究所碩士論文。呂培仕（2010），《口碑定義架構的發展：口碑文獻回顧1950~2008》，國立台灣科技大學企業管理學系碩士論文。林彥宏（2005），《網路口碑對消費者購買決策影響之探討》，國立中央大學企業管理學研究所碩士論文。林湘芬（2009）。《女性消費者與網路口碑傳播行為之研究－以20歲~40歲女性購買美容保健產品為例》。世新大學公共關係暨廣告學研究所碩士論文。張卿卿（2010）。《跨文化消費說服：從自我概念到「自我規範重心」與「好惡衝突容忍度」的影響》。（國科會專題研究計畫報告，NSC97-2410-H-004-169-MY3）。臺北：政治大學廣告系。創市際市場調查公司（2010.09.25）。〈2010年09月創市際口碑篇〉。上網日期：2011年3月26日，取自http://www.insightxplorer.com/specialtopic/2010_09_24.htm費翠（2001），《網路市場行家理論驗證與延伸－其網路資訊搜尋、口碑傳播、線上購物行為及個人特質研究》，國立政治大學廣告研究所碩士論文。楊美雪、邱于平（2009.11）。〈部落格口碑訊息陳述現況之初探〉，「2009年台灣資訊社會研究學會年會暨學術研討會」論文。台灣，新竹。資策會FIND（2011.03.28）。〈2010年12月底止台灣上網人口〉。上網日期：2011年4月2日，取自http://www.find.org.tw/find/home.aspx?page=many&id=282廖千慧（2005），《代言人─產品使用者的性別符合性、來源可信度與自我監控程度對廣告效果的影響》，世新大學傳播管理學研究所碩士論文。磊欣怡（2005），《自我性別認知對產品性別知覺之影響：產品類別與產品因素調和效果之探討》，元智大學國際企業學系碩士論文。練乃華（1990）。《推薦式廣告之溝通效果研究》，國立台灣大學商學研究所碩士論文。 二、 英文文獻Aiken, L. 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國立政治大學
廣告研究所
98452004
100資料來源 http://thesis.lib.nccu.edu.tw/record/#G0984520041 資料類型 thesis dc.contributor.advisor 張卿卿 zh_TW dc.contributor.advisor Chang, Ching Ching en_US dc.contributor.author (Authors) 吳宣豫 zh_TW dc.contributor.author (Authors) Wu, Shiuan Yu en_US dc.creator (作者) 吳宣豫 zh_TW dc.creator (作者) Wu, Shiuan Yu en_US dc.date (日期) 2011 en_US dc.date.accessioned 4-Sep-2013 16:29:17 (UTC+8) - dc.date.available 4-Sep-2013 16:29:17 (UTC+8) - dc.date.issued (上傳時間) 4-Sep-2013 16:29:17 (UTC+8) - dc.identifier (Other Identifiers) G0984520041 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/60163 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 廣告研究所 zh_TW dc.description (描述) 98452004 zh_TW dc.description (描述) 100 zh_TW dc.description.abstract (摘要) 近年台灣行銷市場中，網路口碑之於消費者的重要性不言而喻，其應用成為行銷顯學之一。不過觀察目前網路口碑相關研究，多數仍聚焦在傳播者評論口碑對象（產品、服務、品牌等）的傳播過程、網路口碑影響消費者購買意圖或品牌忠誠的程度，或是正負面口碑差異等面向，較少從口碑傳播者、產品及接收者本身屬性（類型、來源國等）一致的角度，探討是否會影響說服效果，而「性別」正是一項鮮少被觸及的重要屬性。事實上，性別一致產生的效果，在早期的廣告行銷研究中，即不斷被證實存在，能有效帶來消費者態度行為的正向影響（Caballero & Solomon, 1984）。然而網路作為傳播媒介的研究中卻缺乏相關的討論，因此能否複製「性別具有一致性時，就會具有正相關效果」的結論猶未可知。 而「性別一致性效果」產生的機制亦分屬「一致性效果」、「自我一致性」的兩種不同心理狀態類別，本研究除了歸納原先定義不清的一致性效果涵義，更希望進一步探討何種機制對於消費者的影響較為重要。另一方面，「一致」情況亦存在「主觀」感知與「客觀」存在的差異，亦有區分之必要性。同時，亦不可忽略口碑中推薦產品本身具備的屬性特質，可能是會導致消費者在意性別線索的關鍵，在相關理論基礎下，推論消費者會依賴推薦者的形象來協助判斷（Zeithaml, 1988）。換句話說，欲瞭解產品屬性，也就是體驗性/搜尋性的產品將直接導致消費者對於性別一致的感知產生不同的交互作用，進而影響到整體口碑說服效果。 故本研究計有三個主要的操弄變項，分別是傳播者性別（男/女）、產品性別（男/女）與產品屬性（搜尋屬性/體驗屬性），在研究設計上乃是採用2 × 2 × 2的三因子實驗設計（factorial experiment design），應變項則為受試者的口碑訊息診斷性、產品態度及購買意圖。 研究結果發現，客觀性別一致並不會影響消費者口碑說服效果，而不同產品屬性的交互作用下，客觀性別一致的重要性會在消費者選購體驗性產品時浮現，進一步正向影響消費者對於產品的態度，而且在性別一致性的兩種機制中，「自我一致性」（如傳播者/代言人與自身一致、產品與自身一致）比起「一致性效果」（外界的傳播者/產品一致）的機制，更能顯著影響消費者的商品態度。不過，一旦消費者主觀感知到性別一致的情形存在，無論是何種機制、何種產品屬性，皆能有效影響消費者的口碑說服效果。 上述的研究結果可以提供給未來欲透過口碑工具，邀請特定口碑寫手或消費者於試用產品後討論引起注意的廠商，在策略擬定之參考。建議行銷人員規劃行銷手法時多考慮「性別一致」引發之影響，讓消費者提升對於產品的態度與行為。 zh_TW dc.description.tableofcontents 第一章 研究動機與目的 1第二章 文獻探討 4第一節 網路口碑 4第二節 性別 9第三節 一致性效果研究 13第四節 產品屬性 21第三章 研究架構 26第四章 研究方法 27第一節 研究方法選擇 27第二節 實驗設計 27第三節 變項定義與測量 30第四節 前測 35第五節 正式實驗流程 43第五章 研究結果與分析 44第一節 實驗受測者 44第二節 量表信度 45第三節 操弄檢定 47第四節 假設檢定 49第六章 結論 80第一節 研究發現與討論 80第二節 學術貢獻與實務貢獻 82第三節 未來研究建議與研究限制 84第七章 參考文獻 87附錄 98附件一 前測問卷 98附件二 正式實驗網頁 110附件三 正式實驗問卷 121 zh_TW dc.format.extent 3262076 bytes - dc.format.mimetype application/pdf - dc.language.iso en_US - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0984520041 en_US dc.subject (關鍵詞) 網路口碑 zh_TW dc.subject (關鍵詞) 性別 zh_TW dc.subject (關鍵詞) 一致性 zh_TW dc.subject (關鍵詞) 產品屬性 zh_TW dc.subject (關鍵詞) electronic word-of-mouth en_US dc.subject (關鍵詞) gender en_US dc.subject (關鍵詞) congruency effects en_US dc.subject (關鍵詞) experience goods en_US dc.subject (關鍵詞) search goods en_US dc.title (題名) 網路口碑傳播者性別、推薦產品性別及接收者性別三者性別一致對口碑說服效果之影響 zh_TW dc.title (題名) The congruency effects of gender among e-WOM endorser, product and receiver on consumer’s attitude en_US dc.type (資料類型) thesis en dc.relation.reference (參考文獻) 一、 中文文獻Wimmer & Dominick著，黃振家、宗靜萍等譯（2007），《大眾媒體研究導論》。臺北：學富文化。王俊健（2005）。〈建構性別角色多元化與兩性平等的新觀念〉。網路社會學通訊期刊，49。上網日期：2011年3月6日，取自http://mail.nhu.edu.tw/~society/e-j/49/49-56.htm尼爾森公司（2010.06.28）。〈影響消費者購物決策 口碑行銷力量大〉。上網日期：2010年9月20日，取自http://tw.nielsen.com/news20100628.shtml江介騰（2009），《廣告代言人性別對廣告效果影響之研究》。中國文化大學新聞研究所碩士論文。呂培仕（2010），《口碑定義架構的發展：口碑文獻回顧1950~2008》，國立台灣科技大學企業管理學系碩士論文。林彥宏（2005），《網路口碑對消費者購買決策影響之探討》，國立中央大學企業管理學研究所碩士論文。林湘芬（2009）。《女性消費者與網路口碑傳播行為之研究－以20歲~40歲女性購買美容保健產品為例》。世新大學公共關係暨廣告學研究所碩士論文。張卿卿（2010）。《跨文化消費說服：從自我概念到「自我規範重心」與「好惡衝突容忍度」的影響》。（國科會專題研究計畫報告，NSC97-2410-H-004-169-MY3）。臺北：政治大學廣告系。創市際市場調查公司（2010.09.25）。〈2010年09月創市際口碑篇〉。上網日期：2011年3月26日，取自http://www.insightxplorer.com/specialtopic/2010_09_24.htm費翠（2001），《網路市場行家理論驗證與延伸－其網路資訊搜尋、口碑傳播、線上購物行為及個人特質研究》，國立政治大學廣告研究所碩士論文。楊美雪、邱于平（2009.11）。〈部落格口碑訊息陳述現況之初探〉，「2009年台灣資訊社會研究學會年會暨學術研討會」論文。台灣，新竹。資策會FIND（2011.03.28）。〈2010年12月底止台灣上網人口〉。上網日期：2011年4月2日，取自http://www.find.org.tw/find/home.aspx?page=many&id=282廖千慧（2005），《代言人─產品使用者的性別符合性、來源可信度與自我監控程度對廣告效果的影響》，世新大學傳播管理學研究所碩士論文。磊欣怡（2005），《自我性別認知對產品性別知覺之影響：產品類別與產品因素調和效果之探討》，元智大學國際企業學系碩士論文。練乃華（1990）。《推薦式廣告之溝通效果研究》，國立台灣大學商學研究所碩士論文。 二、 英文文獻Aiken, L. 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