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    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/99695

    Title: 負面口碑影響機制:自我構念之調節與歸因模式之中介效果
    The Influence Mechanism of N-WOM: The Moderating Effect of Self-Construal and Mediating Effect of Attributing Pattern
    Authors: 陳靜
    Chen, Jing
    Contributors: 林穎青
    Lin, Ying-Ching
    Chen, Jing
    Keywords: 負面口碑
    Attributing Pattern
    Date: 2016
    Issue Date: 2016-08-03 13:33:05 (UTC+8)
    Abstract: 行銷業者對負面口碑的負面影響已有所共識,它可能直接影響消費者對其產品或服務的知覺價值判斷,進而影響產品評價及購買行為。過往研究將負面口碑區分為理由型和情感型兩類,同時,負面口碑中所包含的訊息可能為產品或服務的主要或次要因素,因而在重要程度上存在差異。此外,考慮到消費者決策情境的不同,本研究以為自己或他人做選擇的方式喚起個體的短期自我構念,探討個體特徵在負面口碑對消費者態度與行為傾向影響過程中的調節效果。另,消費者在處理負面口碑時,可能會對其產生原因進行歸納推理,且存在歸因於產品或服務和口碑產製者兩種認知路徑,不同的歸因模式進而又會影響消費者的產品評價、購買意願等面向。因此,本研究旨在探討負面口碑訊息類型如何影響消費者的態度與行為傾向,並考量負面口碑重要程度和自我構念的調節作用,以及在此過程中歸因模式的可能中介效果。
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    Description: 碩士
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0103464077
    Data Type: thesis
    Appears in Collections:[傳播學院傳播碩士學位學程] 學位論文

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