網路負面虛擬經驗呈現特性對消費者產品態度之影響—以網路留言板為例

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劉威志(Wei-Chih Liu) 查詢紙本館藏

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論文名稱

網路負面虛擬經驗呈現特性對消費者產品態度之影響—以網路留言板為例

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摘要(中)

網際網路由於其訊息內容的豐富性、訊息更新的即時性、以及訊息傳遞的距離壓縮性，使之成為許多人趨之若鶩的新興傳播媒體。又隨著網際網路的普及，人們可以很輕易地在線上進行互動與交流，也因此成為消費者在進行產品決策之過程中重要的參考資訊來源。本研究即是想透過實驗網頁的網路留言板，了解網路上這些負面資訊的呈現特性對消費者產品態度之轉變有什麼影響！故於實驗中操弄了網路留言板負面留言之「數量特性」、「排列特性」、「品質特性」、與「暱稱的專業性線索特性」四個變數，並考慮消費者之「樂觀傾向」、「信任傾向」、與「產品知識」三個干擾變數對主效果所可能產生之影響，以實驗室實驗法進行實驗假說之驗證。研究的結果主要有下列幾點：

1. 當網路討論板的負面留言越多，對受建議者產品態度的負面影響越大。

2. 網路留言板上留言的「主要效果」或「嶄新效果」並不顯著，可能是因為留言板上留言日期的差異並不大，且與討論標的「畢業旅行」仍距一段時間所造成，但亦可能意味網路上的訊息傳遞和一般媒體傳遞不同，並無明顯的序位效應。

3. 當網路討論板負面留言之論點品質越高，對受建議者產品態度的負面影響越大。

4. 雖然網路留言板上留言的暱稱對受建議者來說，在訊息來源專業性之判斷上是某種程度的線索，但由於議題與受試者息息相關，故受試者會以中央路徑去審視留言內容，使留言內容主導態度的轉變，而非留言者暱稱的這個線索。

5. 樂觀傾向低者相對於樂觀傾向高者，會使網路留言板負面虛擬經驗呈現之「品質」特性，對消費者「產品態度」的改變產生較大的影響。

6. 信任傾向高者相對於信任傾向低者，會使網路留言板負面虛擬經驗之「數量」與「品質」特性，對消費者「產品態度」的改變產生較大的影響。

7. 產品知識低者相對於產品知識高者，會使網路留言板負面虛擬經驗之「數量」與「品質」特性，對消費者「產品態度」的改變產生較大的影響。

關鍵字(中)

★ 網路資訊搜尋
★ 負面訊息

關鍵字(英)

論文目次

第一節研究背景與動機 1

第二節研究目的 3

第三節研究流程 4

第二章文獻探討 5

第一節消費者的資訊搜尋行為 5

第二節網路上的參考群體與口傳行為 7

第三節與本研究變數相關之理論 10

第三章研究設計 17

第一節觀念架構 17

第二節變數定義、操弄與衡量 18

第三節研究假說 23

第四節研究設計 26

第五節統計分析方法 29

第四章資料分析 30

第一節敘述統計 30

第二節信度測試 31

第三節主效果統計結果與分析 32

第四節干擾效果統計結果與分析 37

第五節小結—假說檢驗結果總整理 46

第五章結論與建議 47

第一節研究結論與發現 47

第二節實務意涵與建議 50

第三節研究限制 53

第四節後續研究建議 54

參考文獻 55

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指導教授

林建煌(Chien-Huang Lin)

審核日期

2003-6-30

推文