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    政大機構典藏 > 傳播學院 > 廣告學系 > 學位論文 >  Item 140.119/60163


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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: 2013-09-04 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。
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    描述: 碩士
    國立政治大學
    廣告研究所
    98452004
    100
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    資料類型: thesis
    顯示於類別:[廣告學系] 學位論文

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