Loading...
|
Please use this identifier to cite or link to this item:
https://nccur.lib.nccu.edu.tw/handle/140.119/49188
|
| Title: | 消費者如何使用說服知識來判別網路口碑之真偽
Consumer’s use of persuasion knowledge on ewom |
| Authors: | 陳禹安
Chen, Yu An |
| Contributors: | 錢玉芬
Chien, Yu Fen
陳禹安
Chen, Yu An |
| Keywords: | 說服知識模型
紮根理論
線上口碑
線上隱性行銷
Persuasion Knowledge Model
Grounded Theory
eWOM
online covert marketing. |
| Date: | 2009 |
| Issue Date: | 2010-12-08 02:01:07 (UTC+8) |
| Abstract: | 本研究旨在了解消費者如何運用說服知識，來判讀線上口碑訊息之真偽。說服知識一詞，最早於1994年，由Friestad以及Wright在其著作「說服知識模型：人們如何回應他人的說服意圖」一文中所提出。該模型在當時線上口碑尚未流行的年代，是完全以線下情境為研究主題開發而成。也因此，本研究希冀打造適用於線上口碑環境所使用的線上說服知識模型，藉由深度訪談八位受訪者，了解他們使用線上口碑的情形，進而深入探討，他們如何在今日線上口碑充斥著置入性行銷口碑的環境中，運用自身的說服知識，來辨認線上口碑訊息之真偽。在受訪者分享如何辨別偽口碑的經驗談時，本研究也因此了解人們是如何運用自身對產品、議題、品牌等主題知識(topic knowledge)，如何運用說服知識(persuasion knowledge)，如何應用說服者知識(agent knowledge)等由Friestad以及Wright所歸納而成的三大知識體系，來辨別線上口碑的真實性。本研究更進一步指認出台灣線上環境所特有的”鄉民”知識，並將之融入到線上說服知識模型之中。本研究結果顯示，人們對線上口碑環境的熟悉程度(是否經常瀏覽特定網站)，以及個人涉入口碑的深淺程度(觀看線上口碑的頻繁程度)，都影響到個人線上說服知識模型之架構。本研究是線上口碑文獻中，首度建構線上說服知識模型之研究。
This research explores consumers’ use of persuasion knowledge in judging the credibility of eWOM. Persuasion Knowledge is a concept first coined by Friestad and Wright (1994) in their work of The Persuasion Knowledge Model: How people cope with persuasion attempts. The Persuasion Knowledge Model, however, was designed specifically for the offline context. This research aims to build an online Persuasion Knowledge Model by conducting in-depth interviews to eight participants in identifying their perceived dubious eWOM triggers. Throughout the process of participants’ reasoning with these triggers, we were able to see how consumers judge the credibility of eWOM by using their persuasion knowledge, topic knowledge, and agent knowledge in the online context. The findings also suggest a fourth knowledge base—villager knowledge—in the online WOM context. Furthermore, this study shows that one’s familiarity with an online WOM environment and one’s level of involvement with online WOM all influence the construction of one’s online Persuasion Knowledge Model. This study is a first in constructing the online Persuasion Knowledge Model in the eWOM literature. |
| Reference: | Adam, C. (2007). Agents left out in the cold. Travel Weekly Australia, 6-6.
Anderson, E. W. (1998). Customer Satisfaction and Word of Mouth. Journal of Service Research, 1(1), 5-17.
Ashley, C., & Leonard, H. A. (2009). Betrayed by the Buzz? Covert Content and Consumer–Brand Relationships. Journal of Public Policy & Marketing, 28(2), 212-220.
Bansal, H. S., &Voyer, P. A. (2000). Word-of-Mouth Processes within a Services Purchase Decision Context. Journal of Service Research, 3(2), 166-177.
Bickart, B., & Schindler, R. M. (2001). Internet forums as influential sources of consumer information. Journal of Interactive Marketing, 15(3), 31-40.
Bloch, C. (1996). Emotions and Discourse. Human Studies, 16(3), 323-341.
Bone, P. F. (1995). Word-of-mouth effects on short-term and long-term product judgments. Journal of Business Research, 32(3), 213-223.
Boush, D. M., &Kahle, L. (2001). Evaluating Negative Information in Online Consumer Discussions: From Qualitative Analysis to Signal Detection. Journal of Euromarketing, 11(2), 89.
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.
Campbell, M. C. (1995). When Attention-Getting Advertising Tactics Elicit Consumer Inferences of Manipulative Intent: The Importance of Balancing Benefit and Investments. Journal of Consumer Psychology, 4, 225.
Campbell, M. C., &Kirmani, A. (2000). Consumer`s Use of Persuasion Knowledge: The Effects of Accessibility and Cognitive Capacity on Perceptions of an Influence Agent. The Journal of Consumer Research, 27(1), 69-83.
Carl, W. J. (2008). The role of disclosure in organized word-of-mouth marketing programs. Journal of Marketing Communications, 14(3), 225-241.
Chaiken, S. (1987). The Heuristic Model of Persuasion. . In J. M. O. M.P. Zanna, & C.P. Herman (Ed.), Herman Social influence: The Ontario Symposium (Vol. 5, pp. 3-39). Hillsdale,NJ: Erlbaum.
Chaiken, S., & Trope, Y. (Eds.). (1999). Dual-process theories in social psychology. New York: Guilford Press.
Charmaz, K. (2006). Constructing Grounded Theory A Practical Guide Through Qualitative Analysis: SAGE Publications Ltd.
Cheung, C. M. K., Lee, M. K. O., &Rabjohn, N. (2008). The impact of electronic word-of-mouth; The adoption of online opinions in online customer communities. Internet Research, 18(3), 229-247.
Cheung, M. Y., Luo, C., Sia, C. L., & Chen, H. (2009). Credibility of Electronic Word-of-Mouth: Informational and Normative Determinants of On-line Consumer Recommendations. International Journal of Electronic Commerce, 13, 9-38.
Chevalier, J. A., &Mayzlin, D. (2006). The Effect of Word of Mouth on Sales: Online Book Reviews. Journal of Marketing Research, 43(3), 345-354.
Deloitte. (2007). New Deloitte Study Shows Inflection Point for Consumer Products Industry. Retrieved Jan. 29th, 2010, from http://usstock.jrj.com.cn/2007-10-01/000002746415.shtml
Denzin, N. K., & Lincoln, Y. S. (2000). The Discipline and Practice of Qualitative Research. In N. K. Denzin& Y. S. Lincoln (Eds.), Handbook of Qualitative Research (2 ed.): Sage Publications.
Deutsch, M., & Gerard, H. B. (1955). A study of normative and informational social influences upon individual judgment. The Journal of Abnormal and Social Psychology, 51(3), 629-636.
Dichter, E. (1966). How Word-of-Mouth Advertising Works. Harvard Business Review, 44(6), 147.
Doh, S.-J., & Hwang, J.-S. (2009). How Consumers Evaluate eWOM (Electronic Word-of-Mouth) Messages. CyberPsychology& Behavior, 12, 193-197.
Dongyoung, S. (2009). Disentangling the Effects of Social Network Density on Electronic Word-of-Mouth (eWOM) Intention. Journal of Computer-Mediated Communication, 14, 352-367.
Ennew, C. T., Banerjee, A. K., & Li, D. (2000). Managing word of mouth communication: empirical evidence from India. International Journal of Bank Marketing, 18(2), 75-83.
European Commission. (2006). The Unfair Commercial Practices Directive.
File, K. M., Cermak, D. S. P., & Prince, R. A. (1994). Word-of-Mouth Effects in Professional Services Buyer Behaviour. Service Industries Journal, 14(3), 301-314.
Flick, U. (1998). An introduction to qualitative resarch: Theory, method and applications. London: Sage.
Friestad, M., & Wright, P. (1994). The Persuasion Knowledge Model: How People Cope with Persuasion Attempts. The Journal of Consumer Research, 21(1), 1-31.
Friestad, M., & Wright, P. (1999). Everyday persuasion knowledge. Psychology and Marketing, 16(2), 185-194.
Gabbott, M., & Hogg, G. (2000 ). An empirical investigation of the impact of non-verbal communication on service evaluation. European Journal of Marketing, 34(3/4), 384-398.
Gass, R. H., &Seiter, J. S. (2007). Persuasion, Social Influence and Compliance Gaining (3 ed.): Allyn& Bacon.
Gilly, M. C., Graham, J. L., Wolfinbarger, M. F., & Yale, L. J. (1998). A dyadic study of interpersonal information search. Journal of the Academy of Marketing Science, 26(2), 83-100.
Glaser, B., & Strauss, A. (1967). The Discovery of Grounded Theory: Strategies for Qualitative Research. Chicago: Aldine.
Goulding, C. (2002). Grounded Theory : A Practical Guide for Management, Business and Market Researchers (1 ed.): SAGE Publications Litd.
Granovetter, M. S. (1973). The Strength of Weak Ties. The American Journal of Sociology, 78(6), 1360-1380.
Gremler, D. D. (1994). Word-of-mouth about service providers: an illustration of theory development in marketing. Paper presented at the AMA Winter Educators` Conference: Marketing Thoery and Applications.
Heider, F. (1958). The Psychology of Interpersonal Relations. New York: Wiley.
Hennig-Thurau, T., & Gianfranco, W. (2003). Electronic Word-of-Mouth: Motives for and Consequences of Reading Customer Articulations on the Internet. International Journal of Electronic Commerce, 8, 51-74.
Hennig-Thurau, T., Gwinner, K. P., Walsh, G., &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, 38-52.
Higgins, E. T. (1997). Beyond pleasure and pain. American Psychologist, 52(12), 1280-1300.
Hogan, J. E., Lemon, K. N., &Libai, B. (2004). Quantifying the Ripple: Word-of-Mouth and Advertising Effectiveness. Journal of Advertising Research, 44(3), 271-280.
Hong, S. Y., & Yang, S.-U. (2009). Effects of Reputation, Relational Satisfaction, and Customer–Company Identification on Positive Word-of-Mouth Intentions. Journal of Public Relations Research, 21(4), 381 - 403.
Hung, K. H., &Yiyan Li, S. (2007). The Influence of eWOM on Virtual Consumer Communities: Social Capital, Consumer Learning, and Behavioral Outcomes. Journal of Advertising Research, 47, 485-495.
Independent review sites are top choice for clients. (2009). Travel Weekly (UK), 8-8.
Kaikati, A. M., &Kaikati, J. G. (2004). Stealth Marketing: How To Reach Consumers Surreptitiously. California Management Review, 46(4), 6-22.
Katz, E., &Lazarsfeld, P. F. (1955). Personal influence : the part played by people in the flow of mass communications. New York: Free Press.
Kiecker, P., & Cowles, D. (2002). Interpersonal Communication and Personal Influence on the Internet: A Framework for Examining Online Word-of-Mouth. Journal of Euromarketing, 11(2), 71 - 88.
Kirmani, A., & Zhu, R. (2007). Vigilant Against Manipulation: The Effect of Regulatory Focus on the Use of Persuasion Knowledge. Journal of Marketing Research, 44(4), 688-701.
Lanyado, B. (2009). Expert Eye. Marketing Week (01419285), 32(25), 8-8.
Lee, J., Park, D.-H., & Han, I. (2008). The effect of negative online consumer reviews on product attitude: An information processing view. Electronic Commerce Research and Applications, 7(3), 341-352.
Luhn, R. (2009). Can You Trust Online User Reviews? PC World, 27(1), 30-32.
Lutz, R. J. (1975). Changing Brand Attitudes through Modification of Cognitive Structure. Journal of Consumer Research, 1(4), 49-59.
M.K.Cheung, C., Lee, M. K. O., &Rabjohn, N. (2008). The impact of electronic word-of-mouth:the adoption of online opinions in online customer communities. Internet Research, 18(3), 229-247.
McKnight, H., &Kacmar, C. (2006). Factors of Information Credibility for an Internet Advice Site. Paper presented at the the 39th Annual Hawaii International Conference on System Sciences, 2006. HICSS `06, Hawaii.
Meyer, D. (2009). Fake reviews prompt Belkin apology. Cnet, Business Tech Retrieved Sept. 10th, 2009, from http://news.cnet.com/8301-1001_3-10145399-92.html
Milne, G. R., Bahl, S., & Rohm, A. (2008). Toward a Framework for Assessing Covert Marketing Practices. Journal of Public Policy & Marketing, 27(1), 57-62.
Milne, G. R., Rohm, A., &Bahl, S. (2009). If It`s Legal, is it Acceptable? Journal of Advertising, 38(4), 107-122.
Mitchell, V. W., &Greatorex, M. (1993). Risk Perception and Reduction in the Purchase of Consumer Services. Service Industries Journal, 13(4), 179-200.
Morse, J. M. (2007). Sampling in Grounded Theory. In A. Bryant & K. Charmaz (Eds.), The SAGE Handbook of Grounded Theory (pp. 229-244): SAGE Publications.
Murray, K. B. (1991). A test of services marketing theory: Consumer information acquisition activities. Journal of Marketing, 55(1), 10.
Park, C., & Lee, T. M. (2009a). Antecedents of Online Reviews` Usage and Purchase Influence: An Empirical Comparison of U.S. and Korean Consumers. Journal of Interactive Marketing, 23, 332-340.
Park, C., & Lee, T. M. (2009b). Information direction, website reputation and eWOM effect: A moderating role of product type. Journal of Business Research, 62(1), 61-67.
Park, D.-H., & Kim, S. (2008). The effects of consumer knowledge on message processing of electronic word-of-mouth via online consumer reviews. Electronic Commerce Research and Applications, 7(4), 399-410.
Park, D.-H., & Lee, J. (2008). eWOM overload and its effect on consumer behavioral intention depending on consumer involvement. Electronic Commerce Research and Applications, 7(4), 386-398.
Parsa, A. (2009). Exclusive: Belkin`s Development Rep is Hiring People to Write Fake Positive Amazon Reviews. Retrieved Jan. 31, 2010, from http://www.thedailybackground.com/2009/01/16/exclusive-belkins-development-rep-is-hiring-people-to-write-fake-positive-amazon-reviews/
Patton, M. Q. (1990). Qualitative Evaluation and Research Methods (2nd ed.). Newbury Park, CA: Sage.
Petty, R. E., &Cacioppo, J. T. (1986). The Elaboration Likelihood Model of persuasion. In L. Berkowitz (Ed.), Advances in experimental social psychology (Vol. 19). New York: Academic Press.
Petty, R. E., &Cacioppo, J. T. (1986). Communication and Persuasion: Central and Peripheral Routes to Attitude Change. Springer-Verlag, New York.
Petty, R. E., Cacioppo, J. T., & Goldman, R. (1981). Personal involvement as a determinant of argument-based persuasion. Journal of Personality and Social Psychology, 41(5), 847-855.
Princeton Survey Research Associates. (2002). A Matter of Trust: What Users Want From Web Sites. Washington, D.C.
PTT.cc. (2006). Retrieved 28th, April, 2010, from http://www.ptt.cc/index.html
Public trust blogs over marketing. (2006). Precision Marketing, 18, 6-6.
Richins, M. L. (1983). Negative Word-of-Mouth by Dissatisfied Consumers: A Pilot Study. The Journal of Marketing, 47(1), 68-78.
Schaal, D. (2006). Post, and police, a review. Travel Weekly, 65-65.
Seidman, I. (2006). Interviewing As Qualitative Research : A Guide for Researchers in Education and the Social Sciences (3 ed.). New York: Teachers College Press.
Sen, S. (2008). Determinants of Consumer Trust of Virtual Word-of-Mouth: An Observation Study from a Retail Website. The Journal of American Academy of Business, Cambridge, 14, 30-35.
Sokolowski, R. (2000). Introduction to phenomenology. Cambridge, UK: Cambridge University Press.
Spradley, J. (1979). The Ethnographic Interview. New York: Holt, Rinehart & Winston.
Stanford Guidelines for Web Credibility. (2002). Retrieved Sept. 10th, 2009, from http://credibility.stanford.edu/guidelines/index.html
Starks, H., & Brown Trinidad, S. (2007). Choose Your Method: A Comparison of Phenomenology, Discourse Analysis, and Grounded Theory. Qualitative Health Research, 17(10), 1372-1380.
Sun, T., Youn, S., Wu, G., &Kuntaraporn, M. (2006). Online Word-of-Mouth (or Mouse): An Exploration of Its Antecedents and Consequences. Journal of Computer-Mediated Communication, 11(4), 1104-1127.
Susssman, S. W., &Siegal, W. S. (2003). Informational Influence in Organizations: An Integrated Approach to Knowledge Adoption. Information Systems Research, 14(1), 47-65.
Sweeney, J. C., Soutar, G. N., &Mazzarol, T. (2008). Factors influencing word of mouth effectiveness: receiver perspectives. European Journal of Marketing, 42(3/4), 334-364.
Traditional guides losing out to rivals on the web. (2006). Caterer & Hotelkeeper, 196, 22-22.
Wei, M.-L., Fischer, E., & Main, K. J. (2008). An Examination of the Effects of Activating Persuasion Knowledge on Consumer Response to Brands Engaging in Covert Marketing. Journal of Public Policy & Marketing, 27, 34-44.
Word of Mouth Marketing Association. (2009, September 21). Code of Ethics and Standards of Conduct. Retrieved February 3, 2010, from http://womma.org/ethics/code/
Wright, P. (1974). The harassed decision maker: Time pressures, distractions, and the use of evidence. Journal of Applied Psychology, 59(5), 555-561.
Wright, P. (1986). Schmer Schema: Consumers` Intuitive Theories About Marketers` Influence Tactics. Advances in Consumer Research, 13(1), 1-3.
Yong, L. (2006). Word of Mouth for Movies: Its Dynamics and Impact on Box Office Revenue. Journal of Marketing, 70(3), 74-89.
Yoo, C. Y. (2009). The Effects of Persuasion Knowledge On Click-Through of Keyword Search Ads: Moderating Role of Search Task And Perceived Fairness. Journalism & Mass Communication Quarterly, 86, 401-418.
林芬慧. (2008). Fashion Guide 網路上的美妝知識庫. 光華管理個案收錄庫(KMCC).
張恩溥. (2008). 達人分享創造人氣與買氣. Retrieved Jan.11th, 2009, from http://www.bnext.com.tw/article/view/cid/0/id/9383
賴宥霖. (2009). 部落客推薦文章消基會：應規範. Retrieved Jan. 6th, 2010, from http://www.awakeningtw.com/awakening/news_center/show.php?itemid=8903 |
| Description: | 碩士
國立政治大學
國際傳播英語碩士學位學程(IMICS)
96461006
98 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0096461006 |
| Data Type: | thesis |
| Appears in Collections: | [國際傳播英語碩士學程] 學位論文
|
Files in This Item:
There are no files associated with this item.
|
All items in 政大典藏 are protected by copyright, with all rights reserved.
|
