English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  Items with full text/Total items : 92429/122733 (75%)
Visitors : 26272375      Online Users : 193
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
  • Adv. Search
    HomeLoginUploadHelpAboutAdminister Goto mobile version
    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
    陳靜
    Chen, Jing
    Keywords: 負面口碑
    訊息類型
    重要程度
    歸因模式
    自我構念
    N-WOM
    Type
    Importance
    Attributing Pattern
    Self-Construal
    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。
    本研究通過內容分析法在實務場域觀察負面口碑訊息類型,初步探討負面口碑訊息類型與產品評價之間的關係。其後,以兩個實驗設計驗證研究假設,實驗一為2(負面口碑訊息類型:理由型vs.情感型)×2(負面口碑重要程度:主要因素vs.次要因素)的二因子受試者間設計,實驗二則為2(負面口碑訊息類型:理由型vs.情感型)×2(負面口碑重要程度:主要因素vs.次要因素)×2(自我構念:獨立型vs.互依型)的三因子組間設計。研究發現:(一)相較於情感型負面口碑,理由型負面口碑對消費者態度與行為傾向的影響更為顯著。(二)負面口碑重要程度具顯著干擾作用,亦即,當負面口碑重要程度為主要因素時,理由型評論所產生的訊息可信度顯著高於情感型評論。(三)在負面口碑訊息類型、負面口碑重要程度對訊息可信度的影響過程中,歸因模式具有顯著的中介效果。(四)自我構念與負面口碑訊息類型具有交互作用,並連同負面口碑重要程度存在三階交互效果。本研究期望通過負面口碑影響機制理論模型的提出與驗證,對負面口碑傳播效果研究有所貢獻,同時,在實務上為行銷業者管理負面口碑提供參考。
    Reference: 中文文獻:
    林秀雲譯(2013)。《社會科學研究方法》,台北:雙葉。(原書Babbie, E. [2013]. The practice of social research [13rd ed.]. Wadsworth, US: Cengage Learning.)
    周國忠(2002)。〈消費者用餐需求與餐館選擇之研究〉,真理大學管理科學碩士學位論文。
    陳國明、彭文正、葉銀嬌、安然(2010)。《傳播研究方法》。台北:威仕曼。
    張春興(1998)。《現代心理學》。台北:東華。
    張宇梁、吳樎椒譯(2007)。《研究設計:質化、量化及混合方法取向》,台北:學富。(原書Creswell, J. W. [2004]. Research design: qualitative, quantitative, and mixed method approaches. London, UK: SAGE.)
    張錦華、陳菀欣(2015)。〈從人權報道觀點分析五地10報新疆衝突報道框架〉,《新聞學研究》,125: 1-47。
    葉蓉慧、陳凌(2004)。〈由個人自我構念價值看中國、香港與台灣之文化趨向及爭辯行為〉,《新聞學研究》,80: 51-87。
    英文文獻:
    Alexandrov, A., Lilly, B., & Babakus, E. (2013). The effects of social- and self-motives on the intentions to share positive and negative word of mouth. Journal of the Academic Marketing Science, 41(5), 531-546.
    Anderson, E. W. (1998). Customer satisfaction and word of mouth. Journal of Service Research, 1(1), 5-17.
    Arndt, J. (1967). Word of Mouth Advertising: A review of the literature. New York: The Advertising Research Foundation Inc.
    Babic, A., Sotgiu, F., Valck, K., & Bijmolt, T. H. A. (2015). The effect of electronic word of mouth on sales: A meta-analytic review of platform, product, and metric factors. Journal of Marketing Research, 53(3), 297-318.
    Baker, A. M., Donthu, N., & Kumar, V. (2015). Investigating how word of mouth conversations about brands influence purchase and retransmission intention. Journal of Marketing Research. Retrieved from http://journals.ama.org/doi/abs/1
    0.1509/jmr.14.0099.
    Barelson, B. (1952). Content analysis in communication research. Glencoe, Ill., Free Press.
    Berger, J., & Schwartz, E. M. (2011). What drives immediate and ongoing word of mouth? Journal of Marketing Research, 48(5), 869-880.
    Bone, P. F. (1995). Word of Mouth effects on short-term and long-term product judgments. Journal of Business Research, 32(3), 213–223.
    Brown, C. L., & Carpenter, G. S. (2000). Why is the trivial important? A reasons-based account for the effects of trivial attributes on choice. Journal of Consumer Research, 26(4), 372-385.
    Calder, B. J., & Burnkrant, R. E. (1977). Interpersonal influence on consumer behavior: An attribution theory approach. Journal of Consumer Research, 4(1), 29-38.
    Carpenter, G. S., Glazer, R., & Nakamoto, K. (1994). Meaningful brands from meaningless differentiation: the dependence on irrelevant attributes. Journal of Marketing Research, 31(3), 339–351.
    Casielles, R. V., Alvarez, L. S., & Rio-Lanza, A. D. (2013). The word of mouth dynamic: How positive (and negative) WOM drives purchase probability. Journal of Advertising Research, 53(1), 43-60.
    Chan, H., & Cui, S. (2010). The contrasting effects of negative word of mouth in the post-consumption stage. Journal of Consumer Psychology, 21(3), 324-337.
    Charlett, D., Garland, R., & Marr, N. (1995). How damaging is negative word of mouth? Marketing Bulletin, 6(1), 42-50.
    Cheema, A., & Kaikati, A. M. (2010). The effect of need for uniqueness on word of mouth. Journal of Marketing Research, 47(3), 553-563.
    Chen Z., & Lurie, N. H. (2013). Temporal contiguity and negativity bias in the impact of online word of mouth. Journal of Marketing Research, 50(4), 463-476.
    Chen, Y., Wang, Q., & Xie, J. (2011). Online social interactions: A natural experiment on word of mouth versus observational learning. Journal of Marketing Research, 48(2), 238-254.
    Chiang, C. F., & Jang, S. C. (2006). The effects of perceived price and brand image on value and purchase intention: Leisure traveler’s attitudes toward online hotel booking. Journal of Hospitality & Leisure Marketing, 15(3), 49-69.
    Cuieford, J. P. (1965). Fundamental statistics in psychology and education (4th ed.). New York: McGraw-Hill.
    Dodds, W. B, Monroe, K. B., & Grewal, D (1991). Effects of price, brand, and store information on buyers’ product evaluations. Journal of Marketing Research,28(3), 307-319.
    Duclos, R., & Barasch, A. (2014). Prosocial Behavior in intergroup relations: How donor self-construal and recipient group-membership shape generosity. Journal of Consumer Research, 41(1), 93-108.
    Folkes, V. S. (1988). Recent attribution research in consumer behavior: A review and new directions. Journal of Consumer Research, 14(4), 548-565.
    Gardner, W. L., Gabriel, S., & Lee, A. Y. (1999). “I” value freedom, but “we” value relationships: Self-construal priming mirrors cultural differences in judgment. Psychological Science, 10(4), 321-326.
    Gorn, G., Pham, M. T., & Sin, L. Y. (2001). When arousal influences ad evaluation and valence does not. Journal of Consumer Psychology, 11(1), 43-55.
    Goyette, I., Ricard, L., Bergeron, J., & Marticotte, F. (2010). E-WOM scale: Word-of-mouth measurement scale for e-services context. Journal of Administrative Sciences, 27(1), 5-23.
    Han, C. M., & Terpstra, V. (1988). Country-of-origin effect for uni-national and bi-national product. Journal of International Business Studies, 19(2), 235-253.
    Hayes, A. F. (2012). Process: a versatile computational tool for observed variable mediation, moderation, and conditional process modeling. New York: Guilford Press.
    Haywood, K. M. (1989). Managing Word of Mouth communications. Journal of Services Marketing, 3(2), 55–67.
    He, H., & Harris, L. (2014). Moral disengagement of hotel guest negative WOM: Moral identity centrality, moral awareness, and anger. Annals of Tourism Research, 45, 132-151.
    He, S. X., & Bond, S. D. (2015). Why is the crowd divided? Attribution for dispersion in online word of mouth. Journal of Consumer Research, 41(6), 1509-1527.
    Heider, F. (1958). The psychology of interpersonal relations. New York: Wiley. Retrieved from https://books.google.com.tw/books?id=Zh6TDmayL0AC&redir_
    esc=y
    Herr, P. M., Kardes, F. R., & Kim, J. (1991). Effects of Word-of-Mouth and product-attribute information on persuasion: An accessibility-diagnosticity perspective. Journal of Consumer Research, 17(4), 454-462.
    Hong, J., & Chang, H. H. (2015). “I” follow my heart and “we” rely on reasons: The impact of self-construal on reliance on feelings versus reasons in decision making. Journal of Consumer Research, 41(6), 1392-1411.
    Hutchinson J. W., & Alba, J. W. (1991). Ignore irrelevant information: Situational determinants of consumer learning. Journal of Consumer Research, 18(3), 325-345.
    Jain, S. P., Desai, K. K., & Mao, H. (2007). The influence of chronic and situational self-construal on categorization. Journal of Consumer Research, 34(1), 66-76.
    Jimenez, F. R., & Mendoza, N. A. (2013). Too popular to ignore: the influence of online reviews on purchase intentions of search and experience products. Journal of Interactive Marketing, 27(3), 226-235.
    Johnson, T. J., & Kaye, B. K. (2004). Wag the blog: How reliance on traditional media and the internet influence credibility perceptions of weblogs among blog users. Journalism & Mass Communication Quarterly, 81(3), 622-642.
    Katona, Z., Zubcsek, P. P., & Sarvary, M. (2011). Network effects and personal influences: The diffusion of an online social network. Journal of Marketing Research, 48(3), 425-443.
    Kelley, H. H. (1973). The processes of causal attribution. American Psychologist, 28(2), 107-128.
    Kelley, H. H., & Michela, J. L. (1980). Attribution theory and research. Annual Review of Psychology, 31(1), 457-501.
    Krishna, A., Zhou, R. & Zhang, S. (2008). The effect of self-construal on spatial judgments. Journal of Consumer Research, 35(2), 337-348.
    Laczniak, R. N., DeCarlo, T. E., & Ramaswami, S. N. (2001). Consumers’ responses to negative word-of-mouth communicaton: An attribution theory perspective. Journal of Consumer Psychology, 11(1), 57-73.
    Lalwani, A. K., & Shavitt, S. (2013). You get what you pay for? Self-construal influences price-quality judgments. Journal of Consumer Research, 40(2), 255-267.
    Lau, G. T., & Ng, S. (2001). Individual and situational factors influencing negative word-of-mouth behavior. Canadian Journal of Administrative Science, 18(3), 163-178.
    Marrkus, H. R., & Kitayama, S. (1991). Culture and the self: Implications for cognition, emotion, and motivation. Psychological Review, 98(2), 224-253.
    Mishra, V., & Roch, S. G. (2013). Cultural values and performance appraisal: Assessing the effects of rater self-construal on performance ratings. The Journal of Psychology, 147(4), 325-344.
    Mitra, K., Reiss, M., & Capella, L. M. (1999). An examination of perceived risk, information search and behavioral intentions in search, experience and credence services. Journal of Service Marketing, 13(3), 208-228.
    Mizerski, R. W., Golden, L. L., & Kernan, J. B. (1979). The attribution process in consumer decision making. Journal of Consumer Research, 6(2), 123-140.
    Norris, D. G. (1992). Ingredient branding: A strategy option with multiple beneficiaries. Journal of Consumer Marketing, 9(3), 19-31.
    Olson, J. C. (1973). Cue properties of price: Literature review and theoretical considerations. Paper presented at 83rd Annual Convention of the American Psychological Association, Montreal, Canada.
    Oyserman, D., Coon, H. M., & Kemmelmeier, M. (2002). Rethinking individualism and collectivism: Evaluation of theoretical assumptions and meta-analyses. Psychological Bulletin, 128(1), 3-72.
    Park, H. S. (2001). Self-construal as motivating factors in opinion shifts resulting from exposure to majority opinions. Communications Report, 14(2), 105–116.
    Patel, K. (2013). Incremental Journey for world wide web: Introduced with web 1.0 to recent web 5.0- A survey paper. International Journal of Advanced Research in Computer Science and Software Engineering, 3(10), 410-417.
    Rao, A. R., & Monroe, K. B. (1989). The effect of price, brand name, and store name on buyers’ perceptions of product quality: an integrative review. Journal of Marketing Research, 26(3), 351-357.
    Richins, M.L. (1983). Negative Word-of-Mouth by dissatisfied consumers: A pilot study. Journal of Marketing, 47(1), 68–78.
    Shimp, T. A., & Bearden, W. O. (1982). Warranty and other extrinsic cue effects on consumers’ risk perceptions. Journal of Consumer Research, 9(1), 38-46.
    Shin, D., Song, J. H., & Biswas, A. (2014). Electronic word-of-mouth (eWOM) generation in new media platforms: The role of regulatory focus and collective dissonance. Marketing Letters, 25(2), 153-165.
    Singelis, T. M. (1994). The measurement of independent and interdependent self-coustruals. Personality and Social Psychology Bulletin, 20(5), 580-591.
    Swaminathan, V., Page, K. L., & Gurhan-Chanli, Z. (2007). “My” brand or “our” brand: The effects of brand relationship dimensions and self-construal on brand evaluations. Journal of Consumer, 34(2), 248-259.
    Sweeney, J. C., Soutar, G. N., & Mazzarol, T. (2012). Word of mouth: measuring the power of individual messages. European Journal of Marketing, 46(1), 237-257.
    Sweeney, J. C., Soutar, G. N.,& Mazzarol, T. (2008). Factors influencing word of mouth effectiveness: receiver perspectives. Journal of Marketing, 42(3), 344-364.
    Tetlock, P. E., & Boettger, R. (1989). Accountability: A social magnifier of the dilution effect. Journal of Personality and Social Psychology, 57(3), 388-398.
    Tiwari, K., & Singh, R. (2012). Perceived impact of ingredient branding on host brand equity. Journal of Marketing and Management, 3(1), 60-77.
    Verhagen, T., Nauta, A., & Feldberg, F. (2013). Negative online word-of-mouth: Behavioral indicator or emotional release? Computers in Human Behavior, 29(4), 1430-1440.
    Weiner, B. (1985). An attributional theory of achievement motivation and emotion. Psychological Review, 92(4), 548-573.
    Weiner, B. (2000). Attributional thoughts about consumer behavior. Journal of Consumer Research, 27(3), 382-386.
    West, P. M., & Broniarczyk, S. M. (1998). Integrating multiple opinions: The role of aspiration level on consumer response to critic consensus. Journal of Consumer Research, 25(1), 38-51.
    Wheat, R. (2010). The empowered shopper. The Hub Magazine, May/June , 42-46.
    White, K., Argo, J. J., & Sengupta, J. (2012). Dissociative versus associative responses to social identity threat: The role of consumer self-construal. Journal of Consumer Research, 39(4), 704-719.
    White, P. D., & Cundiff, E. W. (1978). Assessing the quality of industrial products. Journal of Marketing, 42(1), 80-86.
    You, Y., Vadakkepatt, G. G., & Joshi, A. M. (2015). A meta-analysis of electronic word-of-mouth elasticity. Journal of Marketing, 79(2), 19-39.
    Yun, G. W., & Park, S. Y. (2011). Selective posting: Willingness to post a message online. Journal of Computer-Mediated Communication, 16(2), 201-227.
    Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A mean-end model and synthesis of evidence. Journal of Marketing, 52(3), 2-22.
    Zhang, Y., & Shrum, L. J. (2009). The influence of self-construal on impulsive consumption. Journal of Consumer Research, 35(3), 838-850.
    Zhang, Y., Feick, L., & Mittal, V. (2014). How males and felmales differ in their likelihood of transmitting negative word of mouth. Journal of Consumer Research, 40(6), 1097-1108.
    網路資料:
    CNN (2015, June 3). 10 most popular cities for travelers in 2015. Retrieved November 13, 2015, form http://edition.cnn.com/2015/06/03/travel/mastercard-t
    op-10-destination-cities-2015/.
    TripAdvisor. Official website. Retrieved November 13, 2015, from http://www.tripadvisor.com.
    TripAdvisor. About TripAdvisor. Retrieved November 14, 2015, from http://www.tripadvisor.com/PressCenter-c6-About_Us.html.
    Samsung. Retrieved July 2, 2016, from https:// www.tmall.com.
    Description: 碩士
    國立政治大學
    傳播學院傳播碩士學位學程
    103464077
    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

    Files in This Item:

    File SizeFormat
    407701.pdf1083KbAdobe PDF467View/Open


    All items in 政大典藏 are protected by copyright, with all rights reserved.


    社群 sharing

    著作權政策宣告
    1.本網站之數位內容為國立政治大學所收錄之機構典藏,無償提供學術研究與公眾教育等公益性使用,惟仍請適度,合理使用本網站之內容,以尊重著作權人之權益。商業上之利用,則請先取得著作權人之授權。
    2.本網站之製作,已盡力防止侵害著作權人之權益,如仍發現本網站之數位內容有侵害著作權人權益情事者,請權利人通知本網站維護人員(nccur@nccu.edu.tw),維護人員將立即採取移除該數位著作等補救措施。
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - Feedback