表情符號在消費評論中對可信度、產品評價、購買意願、推薦意願與願付價格之影響

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林詠琪(Yung-Chi Lin) 查詢紙本館藏

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企業管理學系

論文名稱

表情符號在消費評論中對可信度、產品評價、購買意願、推薦意願與願付價格之影響
(The influence of emoji in consumer reviews on credibility, product evaluation, purchase intention, willingness to recommend, and willingness to pay)

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摘要(中)

現今網路購物非常盛行，而在觀看消費評論時，時常能看見表情符號充斥於評論中，且使用方式非常多元，本研究欲討論表情符號在消費評論上所帶來的影響，以有無表情符號、表情符號系統、有無無意義語句、表情符號表情誇張程度、表情符號數量及事件動機做為自變數，並研究在不同的訊息類別(正/中/負評)情境下，是否有不同的影響效果。本研究以實驗研究法設計五個實驗，並以大學生和研究生為研究對象，探討其中的主效果及交互作用。其主要的研究結果如下︰
1. 證實在消費評論中，正評顯著大於中評與負評，但中評與負評對可信度、產品評價、購買意願、推薦意願及願付價格則無差異。
2. 證實表情符號的添加主要在負面評論中有顯著影響，會使可信度增加，但降低了對產品的評價、購買意願、推薦意願及願付價格。
3. 證實使用三星系統或蘋果系統的表情符號在評論中不會有顯著影響。
4. 證實無意義語句的添加主要在負面評論中有顯著影響，會提升對產品的評價、購買意願及願付價格。
5. 證實表情符號表情誇張程度的效果主要在負面評論中有顯著影響，添加表情誇張程度高的負面表情符號比添加誇張程度低的負面表情符號對產品的評價更好，且提升購買意願、推薦意願及願付價格。
6. 證實添加表情符號數量的多寡對可信度、產品評價、購買意願及推薦意願皆沒有顯著影響，但在願付價格中則有顯著影響，中性評論中，添加多個表情符號會有更佳的願付價格；在負面評論中，添加單個表情符號會比添加多個表情符號有更佳的願付價格。
7. 證實在正式的消費動機事件中，消費者會更關注於穿著正式服裝的評論者所下的評論內容。

摘要(英)

Online shopping is very popular nowadays. When viewing consumer reviews, emoji are often seen in reviews and are used in a variety of ways. This study is intended to discuss the effects of emoji in consumer reviews, and study whether different ratings (positive/neutral/negative) comments have different effects. The research designed five experiments with experimental research methods, and studied the main effects and interactions. The main research results are as follows:

1. In the consumer review, the positive reviews are significantly better than the neutral and negative reviews, but the neutral and negative reviews have no difference in the credibility, product evaluation, purchase intention, willingness to recommend, and willingness to pay.
2. The addition of emoji have a significant impact on negative reviews, which increases the credibility, but lower the evaluation of the product, the willingness to purchase, the willingness to recommend, and the willingness to pay.
3. The emoji used by the Samsung system or the Apple system do not have a significant influence on the comments.
4. The addition of meaningless sentences has a significant impact on negative reviews, which will increase the evaluation of the product, the willingness to buy, and the willingness to pay.
5. The effect of exaggeration of emoji expression mainly has a significant impact on negative reviews. Adding a negative emoji with a high degree of exaggeration is better than adding a negative emoji with a low degree of exaggeration. It also improves the willingness to purchase, the willingness to recommend and the willingness to pay.
6. The difference in the number of added emojis had no significant effect on credibility, product evaluation, purchase intention, and willingness to recommend, but there was a significant impact on the willingness to pay. In neutral reviews, adding multiple emoji will have a better price to pay. In the negative comments, adding a single emoji will have a better price to pay.
7. In formal consumer motivation events, consumers will pay more attention to commenters who dress in formal clothing have commented on.

關鍵字(中)

★ 消費評論
★ 電子口碑
★ 表情符號
★ 無意義字句
★ 可信度
★ 評價
★ 購買意願
★ 推薦意願
★ 願付價格

關鍵字(英)

★ consumer reviews
★ electronic word-of-mouth
★ emoji
★ meaningless sentences
★ credibility
★ product evaluation
★ purchase intent
★ willingness to recommend
★ willingness to pay

論文目次

摘要 i
Abstract iii
目錄 v
表目錄 vii
圖目錄 ix
第一章緒論 1
1-1 研究動機 1
1-2 研究目的 2
1-3 研究問題 3
1-4 研究程序 4
第二章文獻探討 5
2-1 可信度、產品評價、購買意願、推薦意願與願付價格 5
2-1-1　可信度 5
2-1-2　產品評價 5
2-1-3　購買意願 6
2-1-4　推薦意願 6
2-1-5　願付價格 6
2-2 電子口碑 7
2-3 表情符號 7
2-4 無意義語句 10
2-5 表情誇張程度 11
2-6 表情符號數量 12
2-7 表情符號與正式事件對能力感知的關聯 14
第三章研究方法 17
3-1 實驗一研究方法 17
3-2 實驗二研究方法 21
3-3 實驗三研究方法 24
3-4 實驗四研究方法 30
3-5 實驗五研究方法 34
3-6 統計方法與工具 38
第四章研究結果 39
4-1 實驗一研究結果 39
4-2 實驗二研究結果 48
4-3 實驗三研究結果 56
4-4 實驗四研究結果 65
4-5 實驗五研究結果 71
第五章研究結果與建議 81
5-1 假設驗證 81
5-2 研究結論 84
5-3 研究貢獻 90
5-4 研究限制 92
5-5 後續研究建議 92
參考文獻 93
附錄一　實驗一圖片 99
附錄二　實驗二圖片 101
附錄三　實驗三圖片 103
附錄四　實驗四圖片 105
附錄五　實驗五圖片 107
附錄六　實驗三前測問卷 109
附錄七　實驗問卷 110

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指導教授

林建煌(Chien-Huang Lin)

審核日期

2018-6-20

推文