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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: 2022-07-01 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.
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    黃俊英(1997)。行銷研究概論。台北市:華泰。
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    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
    DOI: 10.6814/NCCU202200528
    顯示於類別:[國際經營與貿易學系 ] 學位論文

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