網路口碑訊息對消費者信任的影響

Effects of Electronic Word-of-Mouth Messages on Consumers' Trust

10.6430/CMR.201101.0069

李雅靖(Ya-Ching Lee)；吳忠翰(Chung-Hung Wu)

信任 ； 情緒 ； 網路口碑 ； electronic word of mouth ； emotion ； trust

傳播與管理研究

10卷2期（2011 / 01 / 01）

69 - 104

繁體中文

本研究探討正面網路口碑與負面網路口碑中，網路口碑的訊息訴求與口碑傳播者所表達情緒對消費者信任的影響。本研究採取網路問卷的方式，分析3591份樣本。研究結果發現，網路口碑的訊息訴求對消費者信任有顯著影響。正面口碑雙向訴求比單向訴求能引起較高的信任，網路口碑的訊息訴求也會因為訊息中情緒程度的不同而影響消費者信任。本研究期望從訊息訴求及情緒的觀點出發，發展出可以引起信任的網路口碑撰寫原則，提供口碑分享者以及企業在行銷策略上的建議，以及後續研究者參考。

This research investigates how message sidedness appeal and emotion of word of mouth message senders in electronic word of mouth affect consumers' trust. This research survey collects 3591 responses. The results discover message sidedness appeal and emotion have impacts on consumers' trust. Two-sided appeal can generate a higher level of consumers' trust than one-sided appeal positive message. Emotion also plays an important role in the different process of electronic word of mouth message. The results help the word-of-mouth senders to develop an appropriate writing pattern to make electronic word of mouth more credible and effective. They also provide practical suggestions to enterprises to develop an effective marketing strategy.

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