網路口碑訊息來源可信度與涉入對品牌態度之影響

The Effect of Electronic Word-of-Mouth Message Source Credibility and Involvement on Brand Attitude

10.29963/TOJEB.200906.0004

吳長生(Paul C. S. Wu)；汪昀蓁(Yun-Chen Wang)

網路口碑 ； 訊息來源可信度 ； 產品涉入 ； 品牌態度 ； 品牌信任 ； electronic word-of-mouth eWOM ； message source credibility ； product involvement ； brand attitude ； brand trust

真理財經學報

20期（2009 / 06 / 01）

81 - 108

繁體中文

本研究依據訊息來源理論探討正面網路口碑訊息來源可信度對品牌態度（品牌信任、品牌情感及自帶買意願）的影響，同時依據推敲可能模式探討產品涉入對訊息來源可信度與品牌態度間關係之干擾影響。設計網路問卷做爲資料收集方式，根據網路調查選定研究產品（筆記型電腦、洗髮精）、虛擬品牌及訊息來源，共搜集211份有效樣本驗證本研究的假說。實驗結果得到以下結論不論筆記型電腦或洗髮精，正面網路口碑之訊，息來源可信度較高者，其品牌態度顯著會比訊息來源可信度較低者佳，且其較佳的程度，不受產品涉入高低之干擾，具有穩健性。

Based on message source theory, this study, under positive electronic word-of-mouth (eWOM) settings, examined the influence of message source credibility on brand attitude (brand trust, brand affection and purchase intention). And based on the elaboration likelihood model (ELM), the moderating effect of product involvement on the relationships between message source credibility and brand attitude were also examined. Data were collected via internet questionnaires. Based on the internet investigation, this study chose the stimuli of the research products, virtual brands and message source. Two hundred and eleven (211) effective samples were collected to verify the hypotheses of this study. The results, for both notebooks and shampoo, are as fol1ows: the positive eWOM message with higher message source credibility indicates a better brand attitudes than the eWOM message with lower message source credibility, and this effect is not moderated by the degree of product involvement, indicating its robustness.

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