消費者個人因素與訊息特性對電子郵件反應行為之影響

The Effects of Personal Factors and Message Characteristics on Consumers' Responses to E-Mail

10.6656/MR.2006.25.2.CHI.109

張重昭(Chung-Chau Chang)；黃麗霞(Li-Shia Huang)；周宇貞(Yu-Jen Chou)

網路謠言 ； 電子郵件轉寄行為 ； 市場行家 ； 知覺風險 ； Internet rumors ； e-mail forward behaviors ； market maven ； perceived risks

管理評論

25卷2期（2006 / 04 / 01）

109 - 128

繁體中文

本研究探討消費者個人因素（過去經驗、市場行家特質）與訊息特性（知覺風險、訊息工具性）對於在閱讀負面訊息之電子郵件時的心理反應（相信程度、對廠商的負面評價）與行為反應（閱讀意願、轉寄意願、抵制意願）之影響。在樣本方面，以357位在學的大學生為研究對象。經由LISREL分析結果顯示：過去經驗愈正面會使消費者對負面訊息之相信程度較低，且當消費者的過去經驗愈正面、且面對知覺風險愈高的服務產品，則閱讀意願愈高；市場行家特質愈高者，閱讀和轉寄意願愈高；工具性程度愈高的訊息，愈容易使消費者對廠商產生負面評價；此外，當消費者對電子郵件之訊息內容的相信程度愈高，其抵制意願和轉寄意願也愈高。本研究除了研究假說均獲支持外，整體模型之配適度尚稱良好，CFI值達0.90、GFI值達0.86。

As the growth of Internet, e-mail is an important tool for on-line communication. Many rumors are also diffused through e-mail forwarding behaviors. This research aimed at the negative information diffusion about service industry. The authors developed a theoretical model about the effects of individual factors (past experiences and market maven personality) and characteristics of messages (perceived risks and message cues) on consumer psychological responses (believability and negative evaluations) and behavior intentions (reading intention, boycott intention and forward intention). For individual factors, the results indicate that positive experiences induce higher reading intention and lower believability. Additionally, market mavens have higher reading intentions and forward intentions. It is also interesting to note that higher perceived risk services make consumers have higher reading intentions. As for messages cues, the findings suggest that instrumental-focused messages make consumers tend to attribute the failure outcomes to the service providers and thus lead to higher boycott intentions. Moreover, when consumers have higher believability for the negative message and boycott intentions, they will also have higher forward intentions. Finally, theoretical contributions and marketing implications are also addressed.

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