隨著網路平台的蓬勃發展，消費者得以從網路上進行各種消費經驗的搜尋及分享，網路平台上流傳的口碑資訊成為了消費者更深入評判產品及服務的參考資訊，相對而言，過去傳統廣告浮誇、隱惡揚善的包裝手法對於產品行銷以及消費者態度的提升效果則日漸趨弱。本研究旨在探討網路口碑、單雙面廣告以及情境涉入對於消費者態度的影響。更重要的是，本研究期望能針對雙面廣告是否具有降低負面評價之傷害的能力做一主題性的探討。
本研究採用了2（情境涉入程度：高涉入、低涉入）×2（廣告訊息：雙面、單面）×2（網路口碑：正面傾向、負面傾向）的三因子實驗設計。實驗結果有幾項發現：首先，正面傾向的網路口碑對受測者對於廣告信任、廣告觀感、產品觀感、產品喜好、購買意願有顯著的正面影響。其次，受測者對廣告的信任程度，會因情境涉入程度和單雙面廣告而有所差異。高情境涉入者對單面和雙面廣告的信任程度並沒有顯著差異，而低情境涉入者則對單面廣告的信任程度較高、對雙面廣告的信任程度較低。再來，在廣告觀感的部分，受測者則會受單雙面廣告和網路口碑正負面傾向的交互影響。當受測者閱讀的是單面廣告，其對單面廣告的觀感會因網路口碑的正負面傾向而有顯著差異；而當受測者閱讀的是雙面廣告，其對雙面廣告的觀感則不會因網路口碑的正負面傾向而有顯著差異。最後，在網路口碑觀感的部分，受測者亦會受單雙面廣告和網路口碑正負面傾向的交互影響。當受測者閱讀的是單面廣告，其正面及負面傾向網路口碑之觀感的評分上有顯著的差異；而當受測者閱讀的是雙面廣告，其正面及負面傾向網路口碑之觀感的評分上則沒有顯著的差異。
整體而言，本研究點出網路口碑對於不同涉入程度消費者的態度皆具有深度影響力，提醒廠商必須採取更積極的作為，同時也討論了雙面廣告的利益與風險，比方預防網路口碑對消費者態度造成波動的可能性等正面效益，以及使廣告及產品觀感降低等風險，給予廠商一個兼具正反面探討的參考策略。 / With the rapid development of the network platform , consumers are able to search and share a variety of consumption experiences through the Internet. Electronic word of mouth (eWOM) has become a more reliable reference information of products and services. In contrast, those traditional pompous advertising has weaker marketing effects for products and service. This study aimed to explore the influence of eWOM, one or two -sided advertisement, and situational involvement toward consumer attitudes . More importantly , this study expect to explore if two-sided ad has the ability to reduce the damage of negative eWOM.
The study used a 2 ( situational involvement : high, low ) × 2 ( ad message: one-sided, two-sided ) × 2 ( eWOM : positive tendency, negative tendency ) three-factor experimental design. The result has several findings : First , the positive-tendency eWOM has a significant positive impact on ad-trust, ad-recognition, product- recognition, product-likeness and purchase intention. Second, the trust in ad seems to be impaced by situational involvement and one or two-sided ad . Subjects with high situational involvement have no significant differences in trust of one or two sided-ad. While subjects with low situational involvement have higher degree of trust in one-sided ad , and lower degree of trust in two-sided ad. Third , ad-recognition seems to be impacted by the type of ad and the tendency of eWOM . When the subjects read a one-sided ad , their recognition of one-sided ad have been significantly impacted by positive or negative eWOM; When subjects read a two-sided ad , their recognition of one-sided ad haven’t been significantly impacted by positive or negative eWOM. Forth, eWOM-recognition seems to be impacted by the type of ad and the tendency of eWOM, too . When the subjects read a one-sided ad , their recognition of positive or negative eWOM have significant difference. When subjects read a two-sided ad , their recognition of positive or negative eWOM have no significant differences.
Overall, the study points out the deep influence of eWOM on consumer attitudes, which remind manufacturers must take a more proactive actions. The study also discusses the benefits and risks of two-sided ad, such as reducing the influence of negative eWOM but also lower the ad-recognition , giving manufacturers a reference for strategy development .
| Identifer | oai:union.ndltd.org:CHENGCHI/G0101351040 |
| Creators | 李柔萱, Lee, Jou Hsuan |
| Publisher | 國立政治大學 |
| Source Sets | National Chengchi University Libraries |
| Language | 中文 |
| Detected Language | English |
| Type | text |
| Rights | Copyright © nccu library on behalf of the copyright holders |
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