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題名：網路口耳相傳訊息特性及接受者行為特質對態度形成之影響
作者：留淑芳 引用關係
校院名稱：國立臺灣大學
系所名稱：商學研究所
指導教授：練乃華
學位類別：博士
出版日期：2003
主題關鍵詞：口耳相傳；訊息特性；說服效果；訊息接受度；動機；訊息涉入；word-of-mouth；Message Characteristics；persuasion effect；susceptibility；motives；message involvement
原始連結：連回原系統網址new window
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現今大多數行銷文獻所討論的口耳相傳行為主要就人際接觸層面而言，少有將網際網路間的溝通行為納入口耳相傳溝通，文獻上所探討的議題亦集中於對消費行為的影響以及訊息的傳播過程，甚少從訊息特性及訊息接受者的觀點探討說服效果差異，故本研究以網路留言板上訊息的屬性特性及數量特性因素切入，同時，將訊息接受者的行為特質視為干擾變項(moderator variables)，探討網路口耳相傳訊息說服效果的影響。
本研究分為兩個實驗，分別探討四個自變項的影響效果。實驗一採巢式三因子設計(Nested Factor Design)，三因子分別是訊息數量(多vs 少)、產品屬性數目(多vs 少)及產品屬性的重要性(重要及不重要屬性vs重要屬性vs不重要屬性)。研究結果顯示:三個自變項對口耳相傳訊息說服效果均存在顯著正向影響，換言之，留言板上訊息數量愈多、留言內容所提及的產品屬性愈重要或產品屬性愈多，訊息的說服效果愈正面。
實驗二目的在驗證發言人數及發言次數多寡對說服效果的影響，研究結果顯示:發言人數愈多，的確有助於提升網友對留言訊息的依賴度，但發言次數對說服效果的影響則是呈現反向關係，特定的幾位發言人重覆多次發言，反而降低留言的可信度。
第三部份為訊息接受者行為特質對留言說服效果的干擾作用，結合實驗一、二的自變項，討論三個干擾變項:訊息接受度(資訊性/規範性)、訊息涉入程度(高/低)以及產品使用動機(功能性動機/外顯性動機)下的說服效果差異，研究結果顯示：留言內容所表達的產品屬性範圍、屬性重要性以及訊息數量等訊息特性，對說服效果皆存在顯著影響力，不因接受者行為特質而異，對大多數訊息接受者來說，都是重要的訊息判斷指標；然而發言人數的影響力則只適用於低訊息涉入或外顯性訊息接受者才具有影響力，此結果可作為廠商廣告製作或網站管理時的參考。
Most of today''s WOM literature focus primarily on the effect of consumer behavior and the process of message spread on interpersonal influence, the related studies about WOM communication on Web are rare. In this study, the effects of WOM message attributes information and message number characteristics on the Internet discussion forum were investigated, and the behavior traits of message recipients were treated as the moderator variables to find out the influence of WOM on Web.
In this thesis, four independent variables are tested in two studies respectively. The Nested Factor Design manipulates the three independent variables of message number, the number of product attributes and the importance of products attributes to study 1. The results find that it will be significantly positive effects all above three independents variables on WOM persuasion, that is, the WOM effects will be greater in case of the more message number, more important product attributes or more product attributes of the message on Internet discussion forum.
At the same time, the effect of the number of spokespersons and the frequency of statements are examined in study 2. The results show that it will be the greater persuasion on message in case of the more number of spokespersons. However, it will be negative influence on persuasion in case of the frequency of statements. The credibility of messages on an Internet discussion forum is attenuated due to the repeated statements made by the same spokespersons.
Moreover, the three moderate variable effects of the recipients’ behavior traits on WOM which included susceptibility (informative/normative), the level of message involvement (high/low) and the types of motives (utilitarian needs/expressive needs) are also examined in the combination of study 1 and 2. The results show that it will be the positive influence due to all of the messages scope, the importance of product attributes and the number of messages on the Internet discussion forum are significant. Those message characteristics will become the critical cues to make decision regardless of the behavior traits of message recipient. However, the effect of the number of spokesperson will be just influent on low level of message involvement and expressive needs recipients. Those results will be applied to the advertising campaign and the Website management for firms.
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