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    题名: 負面口碑影響機制：自我構念之調節與歸因模式之中介效果
    The Influence Mechanism of N-WOM: The Moderating Effect of Self-Construal and Mediating Effect of Attributing Pattern
    作者: 陳靜
    Chen, Jing
    贡献者: 林穎青
    Lin, Ying-Ching
    陳靜
    Chen, Jing
    关键词: 負面口碑
    訊息類型
    重要程度
    歸因模式
    自我構念
    N-WOM
    Type
    Importance
    Attributing Pattern
    Self-Construal
    日期: 2016
    上传时间: 2016-08-03 13:33:05 (UTC+8)
    摘要: 行銷業者對負面口碑的負面影響已有所共識，它可能直接影響消費者對其產品或服務的知覺價值判斷，進而影響產品評價及購買行為。過往研究將負面口碑區分為理由型和情感型兩類，同時，負面口碑中所包含的訊息可能為產品或服務的主要或次要因素，因而在重要程度上存在差異。此外，考慮到消費者決策情境的不同，本研究以為自己或他人做選擇的方式喚起個體的短期自我構念，探討個體特徵在負面口碑對消費者態度與行為傾向影響過程中的調節效果。另，消費者在處理負面口碑時，可能會對其產生原因進行歸納推理，且存在歸因於產品或服務和口碑產製者兩種認知路徑，不同的歸因模式進而又會影響消費者的產品評價、購買意願等面向。因此，本研究旨在探討負面口碑訊息類型如何影響消費者的態度與行為傾向，並考量負面口碑重要程度和自我構念的調節作用，以及在此過程中歸因模式的可能中介效果。
    本研究通過內容分析法在實務場域觀察負面口碑訊息類型，初步探討負面口碑訊息類型與產品評價之間的關係。其後，以兩個實驗設計驗證研究假設，實驗一為2（負面口碑訊息類型：理由型vs.情感型）×2（負面口碑重要程度：主要因素vs.次要因素）的二因子受試者間設計，實驗二則為2（負面口碑訊息類型：理由型vs.情感型）×2（負面口碑重要程度：主要因素vs.次要因素）×2（自我構念：獨立型vs.互依型）的三因子組間設計。研究發現：（一）相較於情感型負面口碑，理由型負面口碑對消費者態度與行為傾向的影響更為顯著。（二）負面口碑重要程度具顯著干擾作用，亦即，當負面口碑重要程度為主要因素時，理由型評論所產生的訊息可信度顯著高於情感型評論。（三）在負面口碑訊息類型、負面口碑重要程度對訊息可信度的影響過程中，歸因模式具有顯著的中介效果。（四）自我構念與負面口碑訊息類型具有交互作用，並連同負面口碑重要程度存在三階交互效果。本研究期望通過負面口碑影響機制理論模型的提出與驗證，對負面口碑傳播效果研究有所貢獻，同時，在實務上為行銷業者管理負面口碑提供參考。
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    描述: 碩士
    國立政治大學
    傳播學院傳播碩士學位學程
    103464077
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0103464077
    数据类型: thesis
    显示于类别:[傳播學院傳播碩士學位學程] 學位論文

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