口耳相傳訊息之傳播及對消費者購買行為之影響：文獻回顧與評論_

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題名：	口耳相傳訊息之傳播及對消費者購買行為之影響：文獻回顧與評論
書刊名：	中山管理評論
作者：	練乃華
作者(外文)：	Lien, Nai-haw
出版日期：	2003
卷期：	11:2
頁次：	頁283-307
主題關鍵詞：	人際來源訊息；口耳相傳溝通；文獻回顧；購買程序；Interpersonal source message；Literature review；Word-of-mouth communication；Buying decision stages
原始連結：	連回原系統網址
相關次數：	被引用次數:期刊(9) 博士論文(2) 專書(0) 專書論文(0) 排除自我引用:9 共同引用:0 點閱:670

人際來源訊息或稱口耳相傳訊息，是人類社會最原始的資訊流動方式，其具有較商業資訊來源更高的可信度及說服力，近年來已逐漸成為溝通、消費者行為及創新擴散理論等研究關注的焦點。本研究主要從口耳相傳訊息傳播者與接受者的觀點，整合口耳相傳訊息傳播過程的相關文獻，將訊息效果按購買程序(需求確認、資訊搜尋、方案評估、購買行動、購後行為)加以分類，同時分析影響口耳相傳訊息說服效果的干擾變項。文獻回顧的結論指出，口耳相傳訊息、對購買階段的影響主要在於資訊搜集與方案評估(訊息說服效果)階段，溝通說服效果的重要干擾變項包括訊息，情境的明確性、產品偏好的異質性，以及若干個人與人際因素。最後並提出多項未來研究方向之建議。

以文找文

Interpersonal communication, or word-of-mouth (WOM) communication is the most original form of information flow. Information from interpersonal source has been considered more credible and persuasive than that from commercial sources. Recently, WOM has become the one of the research interests of communication, consumer behavior, and innovation diffusion theories. This study provides an integrated literature review of WOM process from the viewpoints of both communication sender and receiver, focusing on WOM effects during consumer buying decision stages (need recognition, search for information, alternative evaluation, purchase, post-purchase behavior). Moderators of WOM effects are also discussed. The review concludes that the influence of WOM is greater during the stages of information search and alternative evaluation. Message diagnosticity, preference heterogeneity, and several personal and interpersonal factors moderate the persuasion effects of WOM. Suggestions for future research are also provided.

以文找文

期刊論文
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會議論文
1.	Cox, D.(1962)。The Measurement of Information Value: A Study in Consumer Decision-Making。Chicago, IL。413-421。

學位論文
1.	鄭佩玲(2001)。口耳相傳效果對消費者態度形成之影響--以網路留言板為例(碩士論文)。國立政治大學。延伸查詢

圖書
1.	林欽榮(2002)。消費者行為。臺北：揚智文化事業股份有限公司。延伸查詢
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圖書論文
1.	Kelley, H. H.(1967)。Attribution Theory in Social Psychology。Nebraska symposium on motivation。University of Nebraska Press。

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