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題名：消費者個人因素與訊息特性對電子郵件反應行為之影響
書刊名：管理評論
作者：張重昭 引用關係／黃麗霞 引用關係／周宇貞
作者(外文)：Chang, Chung-chau／Huang, Li-shia／Chou, Yu-jen
出版日期：2006
卷期：25:2
頁次：頁109-128
主題關鍵詞：Internet tumors；E-mail forward behaviors；Market maven；Perceived risks；網路謠言；電子郵件轉寄行為；市場行家；知覺風險
原始連結：連回原系統網址new window
相關次數：
  • 被引用次數被引用次數:期刊(1) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:1
  • 共同引用共同引用:6
  • 點閱點閱:34
本研究探討消費者個人因素(過去經驗、市場行家特質)與訊息特性(知覺風險、訊息工具性)對於在閱讀負面訊息之電子郵件時的心理反應(相信程度、對廠商的負面評價)與行為反應(閱讀意願、轉寄意願、抵制意願)之影響。在樣本方面，以357位在學的大學生為研究對象，經由LISREL分析結果顯示：過去經驗愈正面會使消費者對負面訊息之相信程度較低，且當消費者的過去經驗愈正面、且面對知覺風險愈高的服務產品，則閱讀意願愈高；市場行家特質愈高者，閱讀和轉寄意願愈高；工具性程度愈高的訊息，愈容易使消費者對廠商產生負面評價；此外，當消費者對電子郵件之訊息內容的相信程度愈高，其抵制意願和轉寄意願也愈高。本研究除了研究假說均獲支持外，整體模型之配適度尚稱良好，CFI值達0.90、GFI值達0.86。
As the growth of Internet, e-mail is an important tool for on-line communication. Many rumors are also diffused through e-mail forwarding behaviors. This research aimed at the negative information diffusion about service industry. The authors developed a theoretical model about the effects of individual factors (past experiences and market maven) personality and characteristics of messages (perceived risks and message cues) on consumer psychological responses (believability and negative evaluation) and behavior intentions (reading intention, boycott intention and forward intention). For individual factors, the results indicate that positive experiences induce higher reading intention and lower believability. Additionally, market mavens have higher reading intention and lower believability. Additionally, market mavens have higher reading intentions and forward intentions. It is also interesting to note that higher perceived risk services make consumers have higher reading intention. As for message cues, the findings suggest that instrumental-focused messages make consumers tend to attribute the failure outcomes to the service providers and thus lead to higher boycott intentions. Moreover, when consumers have higher believability for the negative message and boycott intentions, they will also have higher forward intentions. Finally, theoretical contributions and marketing implications are also addressed.
期刊論文
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3.Lafferty, Barbara A.、Goldsmith, Ronald E.、Newell, Stephen J.(2002)。The Dual Credibility Model: The Influence of Corporate and Endorser Credibility on Attitudes and Purchase Intentions。Journal of Marketing Theory and Practice，10(3)，1-12。  new window
4.Bansal, H. S.、Voyer, P. A.(2000)。Word-of-mouth Process within a Service Purchase Decision Context。Journal of Service Research，3(2)，166-177。  new window
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7.Murray, K. B.(1991)。A Test of Service Marketing Theory: Consumer Information Acquisition Activities。Journal of Marketing，55(Jan.)，10-25。  new window
8.Phelps, Joseph E.、Lewis, Regina、Mobilio, Lynne、Perry, David、Raman, Niranjan(2004)。Viral Marketing or Electronic Word-of-Mouth Advertising: Examining Consumer Responses and Motivations to Pass Along Email。Journal of Advertising Research，44(4)，333-348。  new window
9.Armstrong, Arthur G.、Hagel, John III(1997)。Net Gain: Expanding Markets through Virtual Communities。The McKinsey Quarterly，1，140-153。  new window
10.Schlosser, A. E.(2003)。Experiencing products in the virtual world: The role of the goal and imagery in influencing attitudes versus purchase intentions。Journal of Consumer Research，30(2)，184-198。  new window
11.Feick, Lawrence F.、Price, Linda L.(1987)。The market Maven: A Diffuser of Marketplace Information。Journal of Marketing，51(1)，83-97。  new window
12.Shafir, E.、Simonson, I.、Tversky, A.(1993)。Reason-based choice。Cognition，49(1/2)，11-36。  new window
13.Shamdasani, P. N.、Stanaland, A. J. S.、Tan, J.(2001)。Location, Location, Location: Insights for Advertising Placement on the Web。Journal of Advertising Research，41(4)，7-21。  new window
14.Diener, Betty J.、Greyser, Stephen A.(1978)。Consumer Views of Redress Needs。Journal of Marketing，42(4)，21-27。  new window
15.Lascu, D.-N.、Zinkhan, G. B.(1999)。Consumer conformity: Review and applications for marketing theory and practice。Journal of Marketing Theory and Practice，7(3)，1-12。  new window
16.Crane, F. G.、Lynch, J. E.(1988)。Consumer Selection of Physicians and Dentists: An Examination of Choice Criteria and Cue Usage。Journal of Health Care Marketing，8(3)，16-19。  new window
17.Duhan, Dale F.、Johnson, Scott D.、Wilcox, James B.、Harrell, Gilbert D.(1997)。Influences on consumer use of Word-of-mouth recommendation sources。Journal of the Academy of Marketing Science，25(4)，283-295。  new window
18.File, Karen Maru、Cermak, Dianne S. P.、Prince, Russ Alan(1994)。Word-of-Mouth Effects in Professional Services Buyer Behaviour。The Service Industries Journal，14(3)，301-314。  new window
19.Glassman, M.、Glassman, N.(1981)。A Marketing Analysis of Physician Selection and Patient Satisfaction。Journal of Health Care Marketing，1(4)，25-31。  new window
20.Lovdal, L. T.、Pearson, R.(1989)。Wanted-Doctors Who Care。Journal of Health Care Marketing，9(1)，37-41。  new window
21.Maheswaran, Durairaj、Meyers-Levy, Joan(1990)。The influence of message framing and issue involvement。Journal of Marketing Research，27(3)，361-367。  new window
22.Wright, Peter(1974)。The Harassed Decision Maker: Time Pressures, Distractions, and the Use of Evidence。Journal of Applied Psychology，59(5)，555-561。  new window
23.Fornell, Claes、Larcker, David F.(1981)。Evaluating Structural Equation Models with Unobservable Variables and Measurement Error。Journal of Marketing Research，18(1)，39-50。  new window
24.Ahluwalia, Rohini、Burnkrant, Robert E.、Unnava, H. Rao(2000)。Consumer Response to Negative Publicity: The Moderating Role of Commitment。Journal of Marketing Research，37(2)，203-214。  new window
25.Bearden, William O.、Netemeyer, Richard G.、Teel, Jesse E.(1989)。Measurement of Consumer Susceptibility to Interpersonal Influence。Journal of Consumer Research，15(4)，473-481。  new window
26.Brown, Jacqueline Johnson、Reingen, Peter H.(1987)。Social Ties and Word-of-Mouth Referral Behavior。Journal of Consumer Research，14(3)，350-362。  new window
27.Dichter, Ernest(1966)。How word-of-mouth advertising works。Harvard Business Review，44(6)，147-166。  new window
28.Hennig-Thurau, Thorsten、Walsh, Gianfranco(2003)。Electronic Word-of-mouth: Motives for and Consequences of Reading Customer Articulations on the Internet。International Journal of Electronic Commerce，8(2)，51-74。  new window
29.McDonald, Roderick P.、Ho, Moon-Ho Ringo(2002)。Principles and practice in reporting structural equation analyses。Psychological Methods，7(1)，64-82。  new window
30.Del Barrio-Garcia, Salvador、Luque‐Martínez, Teodoro(2003)。Modelling Consumer Response to Differing Levels of Comparative Advertising。European Journal of Marketing，37(1/2)，256-274。  new window
31.Jain, Shailendra Pratap、Posavac, Steven S.(2004)。Valenced Comparisons。Journal of Marketing Research，41(1)，46-58。  new window
32.Gelb, Betsy D.、Sundaram, Suresh(2002)。Adapting to "Word of Mouse"。Business Horizons，45(4)，21-25。  new window
33.Buttle, Francis A.(1998)。Word of mouth: understanding and managing referral marketing。Journal of Strategic Marketing，6(3)，241-254。  new window
34.Ahluwalia, R.(2002)。How Prevalentis the Negativity Effect in Consumer Environments?。Journal of Consumer Research，29(3)，270-279。  new window
35.Shea, L.、Enghagen, L.、Khullar, A.(2004)。Internet Diffusion of an E-complaint:A Content Analysis of Unsolicited Responses。Journal of Travel & Tourism Marketing，17(2/ 3)，145-165。  new window
學位論文
1.邱建智(2003)。負面口碑訊息對於消費者購買決策影響之探討(碩士論文)。國立台灣科技大學。  延伸查詢new window
2.留淑芳(2003)。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(博士論文)。國立臺灣大學。new window  延伸查詢new window
3.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new window
4.劉莉秋(2002)。散佈電子郵件謠言因素研究--以電腦中介人際互動觀點分析(碩士論文)。國立中正大學，嘉義市。  延伸查詢new window
5.費翠(2001)。網路市場行家理論驗證與延伸--其網路資訊搜尋、口碑傳播、線上購物行為及個人特質研究(碩士論文)。國立政治大學。  延伸查詢new window
6.李文伶(2003)。網路口碑之影響因素研究，0。  延伸查詢new window
7.洪毓穗(2001)。負面報導資訊下，消費者品牌認同、所有權狀態與企業回應策略對品牌態度的影響，0。  延伸查詢new window
8.翁育萱(2003)。訊息數量、訊息結構與認知需求對消費者態度之影響，0。  延伸查詢new window
9.葉淑玲(2003)。從眾傾向與認知需求對方案建構方式下選擇決策之影響，0。  延伸查詢new window
10.蔣振彰(2003)。負面資訊下，消費者品牌認同、自我監控、與企業回應策略對品牌態度之影響，0。  延伸查詢new window
11.鄧盛宇(2003)。負面報導之來源可信度、消費者品牌認同與企業回應策略對品牌態度之影響，0。  延伸查詢new window
圖書
1.Lazarsfeld, Paul F.、Berelson, Bernard、Gaudet, Hazel(1948)。The People's Choice。Columbia University Press。  new window
2.Schiffman, Leon G.、Kanuk, Leslie Lazar(1991)。Consumer Behavior。Prentice-Hall。  new window
3.Engel, James F.、Blackwell, Roger D.、Miniard, Paul W.(1993)。Consumer Behavior。Dryden Press。  new window
4.Hanson, Ward A.(2000)。Principles of internet marketing。South-Western College Publishing。  new window
5.Robertson, T. S.(1971)。Innovative Behavior and Communicatio。Innovative Behavior and Communicatio。New York, NY。  new window
 
 
 
 
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