負面情緒評論及其有效性之探討       -以讀者專家程度及涉入程度為調節變項

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許茜(Chien Hsu) 查詢紙本館藏

畢業系所

企業管理學系

論文名稱

負面情緒評論及其有效性之探討 -以讀者專家程度及涉入程度為調節變項

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摘要(中)

隨著網際網路的發展，線上評論已變成消費者購買決策的重要管道，本研究係探討不同的負面情緒評論及其有效性之影響，並且加入讀者本身的特性會如何影響其對於網路評論有效性之看法。透過實驗模型的建立，我們觀察出焦慮的評論其有效性是高於焦慮的評論，關鍵在於感知到寫評論者的認知努力程度，因此不同的情緒評論其有效性上是有差別的。另外更以讀者的專家程度及涉入程度為調節，應證出當讀者的專家程度越高，會正向調節焦慮評論比生氣評論感知到的評論有效性;及當讀者的涉入程度越高，會負向調節焦慮評論比生氣評論感知到的評論有效性。

摘要(英)

As Internet is spreading widely, online review has become an important way for customers to make a purchase decision. This paper investigates the effect of negative emotion on the perceived helpfulness of online review. We focus on the roles of two distinct, negative,emotions common to seller reviews: anxiety and anger. Reader’s characteristics is also a vital factors to be discuss. We adopt the reader’s level of expertise and involvement to explore the different impact of discrete emotions on a review. Our findings demonstrate the importance of examining discrete emotions in online review,and will be useful for retailer to understand what kind of review is helpful.

關鍵字(中)

★ 情緒
★ 焦慮
★ 生氣
★ 讀者涉入程度
★ 評論有效性
★ 線上評論

關鍵字(英)

★ emotion
★ anxiety
★ angry
★ expertise
★ involvement
★ online review

論文目次

目錄　　　　　　

中文摘要 ………………………………………………………………… i
英文摘要 ………………………………………………………………… ii
目錄 ………………………………………………………………… iii
表目錄 ………………………………………………………………… vi
圖目錄 ………………………………………………………………… vii
一、緒論…………………………………………………………… 1
1-1 研究背景與動機……………………………………………… 1
1-2 研究目的……………………………………………………… 2
1-3 研究問題……………………………………………………… 2
1-4 論文架構……………………………………………………… 3
二、文獻探討……………………………………………………… 3
2-1 線上評論的有效性其負面評論……………………………… 3
2-2 情緒評論……………………………………………………… 5
2-3 情緒理論……………………………………………………… 6
2-4 焦慮與生氣評論及其有效性………………………………… 8
2-5 讀者的特性…………………………………………………… 9
2-5-1 讀者的專家程度……………………………………………… 9
2-5-2 讀者的涉入程度……………………………………………… 11
三、研究方法……………………………………………………… 13
3-1 研究假說……………………………………………………… 13
3-2 研究設計……………………………………………………… 15
3-3 前測問卷(一)設計…………………………………………… 16
3-4 前測問卷(二)設計…………………………………………… 18
3-5 正式問卷設計………………………………………………… 19
3-5-1 讀者的專家程度……………………………………………… 19
3-5-2 讀者的涉入程度……………………………………………… 20
3-5-3 評論有效性…………………………………………………… 21
3-6 資料收集方法………………………………………………… 21
四、資料統計……………………………………………………… 22
4-1 敘述統計分析………………………………………………… 22

iii
目錄　　　　　　

4-2 信度與效度…………………………………………………… 24
4-3 模型檢驗……………………………………………………… 27
4-3-1 路徑分析……………………………………………………… 27
4-3-2 調節作用……………………………………………………… 27
4-3-3 假說檢驗……………………………………………………… 28
五、結論…………………………………………………………… 29
5-1 學術意涵……………………………………………………… 30
5-2 實務意涵……………………………………………………… 31
5-3 研究限制與為來研究方向…………………………………… 32
參考目錄 ………………………………………………………………… 33
附錄一前測問卷一…………………………………………………… 39
附錄二前測問卷二…………………………………………………… 45
附錄三正式問卷……………………………………………………… 50

v
表目錄

表1 前測問卷1之T檢定結果……………………………………… 17
表2 前測問卷1篩選後評論…………………………………… 17
表3 前測問卷2之T檢定結果…………………………………… 18
表4 衡量讀者專家程度的問項………………………………… 20
表5 衡量讀者涉入程度的問項………………………… 21
表6 衡量評論有效性…………………………………………… 21
表7 敘述統計分析…………………………………… 10
表8 信效度分析…………………………………………………… 23
表9 因素負荷量分析…………………………………………… 26
表10 假說檢定結果……………………………………………… 26

vi
圖目錄

圖1 研究模型………………………………… 13
圖2 路徑分析模型……………………………………………… 27
圖3 加入調節後之模型………………………………………… 28

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指導教授

陳炫碩

審核日期

2016-7-25

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