题名

您為什麼再傳播？視覺提示對再傳播意願之干擾

并列篇名

Why Do You Re-transmit? Using Visual Cues as Moderator to Re-transmission Intention

DOI

10.6188/JEB.2013.15(1).06

作者

呂文琴(Wen-Chin Lu)；蔡瑤昇(Yau-Sheng Tsaia)；曾俊凱(Chun-Kai Tseng)；林聖傑(Sheng-Jie Lin)

关键词

網路口碑資訊特性 ； 視覺提示 ； 再傳播意願 ； eWOM information characteristics ； visual cues ； re-transmission intention

期刊名称

電子商務學報

卷期/出版年月

15卷1期（2013 / 03 / 01）

页次

89 - 110

内容语文

繁體中文
中文摘要

網際網路的發展，讓網路口碑除採用文本基礎的文字傳播外，亦可因應圖像傳播時代的來臨、及真實網路環境中廣為流傳「有圖有真相」的現象，而將圖片加入，以更多元化之呈現。故本研究探究「網路口碑資訊特性」對消費者「再傳播意願」之影響；另將「視覺提示」作為干擾效果，並採2×2實驗設計法。結果顯示，網路口碑資訊特性高低，對消費者再傳播意願有顯著差異，而視覺提示在此具顯著正向干擾效果，特別是當資訊特性較低時，對消費者再傳播意願影響的干擾效果更為顯著。
英文摘要

This study constructs the influence model of electronic word-of-mouth (eWOM) information characteristics (vividness and interactive) on consumers' re-transmission intention (online forwarding and online chatting). Besides, this study is based on two factors experimental design and uses food products to explore the effects. We have 364 questionnaires through online questionnaire and total effective sample are 299 questionnaires. However, the results show different eWOM information characteristics will influence re-transmission intention and have the significant effect. In addition, visual cues have the moderating effect between eWOM information characteristics and re-transmission intention. Further, lower-richness eWOM information characteristics (less vividness and less interactive) on re-transmission are more significant affected by visual cues.
主题分类 人文學 > 人文學綜合
基礎與應用科學 > 資訊科學
基礎與應用科學 > 統計
社會科學 > 社會科學綜合
参考文献
  1. Anderson, E. W.(1998).Customer satisfaction and word of mouth.Journal of Service Research,1(1),5-17.
  2. Anderson, J. C.,Gerbing, D. W.(1988).Structural equation modeling in practice: A review and recommends two-step approach.Psychological Bulletin,103(3),411-423.
  3. Arndt, J.(1967).Role of product-related conversations in the diffusion of a new product.Journal of Marketing Research,4(3),291-295.
  4. Bagozzi, R. P.,Yi, Y.(1988).On the evaluation of structural equation models.Journal of Academic of Marketing Science,16(1),74-94.
  5. Biswas, D.,Biswas, A.,Das, N.(2006).The differential effects of celebrity and expert endorsements on consumer risk perceptions.Journal of Advertising,35(2),17-31.
  6. Bone, P. F.(1995).Word-of-mouth effects on short-term and long-term product judgments.Journal of Business Research,32(3),213-223.
  7. Bretz, R.,Schmidbauer, M.(1983).Media for interactive communication.Beverly Hills, CA:Sage.
  8. Brown, T. J.,Barry, T. E.,Dacin, P. A.,Gunst R. F.(2005).Spreading the word: Investigating antecedents of consumers' positive word-of-mouth intentions and behaviors in a retailing context.Journal of the Academy of Marketing Science,33(2),123-138.
  9. Brozen, Y. (Ed.)(1976).Advertising and Society.New York, NY:New York University Press.
  10. Datta, P. R.,Chowdhury, D. N.,Chakraborty, B. R.(2005).Viral marketing: New form of word-of-mouth through internet.The Business Review,3(2),69-76.
  11. Davis, A.,Khazanchi, D.(2008).An empirical study of online word of mouth as a predictor for multi-product category e-commerce sales.Electronic Markets,18(2),130-141.
  12. Escalas, J. E.(2007).Self-referencing and persuasion: Narrative transportation versus analytical elaboration.Journal of Consumer Research,33(4),421-429.
  13. Fang, X.,Salvendy, G.(2003).Customer-centered rules for design of e-commerce web sites.Communications of the ACM,46(12),332-336.
  14. Farhoom, A. F.,Drury, D. H.(2002).Managerial information overload.Communications of the ACM,45(10),127-131.
  15. Fornell, C.,Larcker, D. F.(1981).Evaluating structural equation models with unobservable variables and measurement error.Journal of Marketing Research,18(1),39-50.
  16. Galatin, M.(Ed.),Leiter, R. D.(Ed.)(1981).Economics of information.Boston, MA:N. Nijhoff Publishers.
  17. Gelb, B.,Johnson, M.(1995).Word-of-mouth communication: Causes and consequences.Journal of Health Care Marketing,15(3),54-58.
  18. Godes, D.,Mayzlin, D.(2004).Using online conversations to study word-of-mouth communication.Marketing Science,23(4),545-560.
  19. Gremler, D. D.(1994).Word-of-mouth about service providers: An illustration of theory development in marketing.AMA winter educators' conference: Marketing theory and applications,Chicago, IL:
  20. Hair, J. F.,Anderson, R. E.,Tatham, R. L.,Black, W. C.(1992).Multivariate data analysis with reading.New York:Macmillan Publishing Company.
  21. Harrison-Walker, L. J.(2001).The measurement of word-of-mouth communication and an investigation of service quality and customer commitment as potential antecedents.Journal of Service Research,4(1),60-75.
  22. Hawkins, R. P.(Ed.),Wiemann, J. M.(Ed.),Pingree, S.(Ed.)(1988).Advancing communication science: Merging mass and interpersonal process.Beverly Hills, CA:Sage.
  23. Hennig-Thurau, T.,Gwinner, K. P.,Walsh, G.,Gremler, D. D.(2004).Electronic wordof-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the internet.Journal of Interactive Marketing,18(1),38-52.
  24. Hennig-Thurau, T.,Walsh, G.(2003).Electronic word-of-mouth: Motives for and consequences of reading customer articulations on the internet.International Journal of Electronic Commerce,8(2),51-74.
  25. Herr, P. M.,Kardes, F. R.,Kim, J.(1991).Effects of word-of-mouth and productattribute information on persuasion: An accessibility-diagnosticity perspective.Journal of Consumer Research,17(4),454-462.
  26. Kaye, B. K.(2005).Web side story: An exploratory study of why Weblog users say they use Weblogs.Association for Education in Journalism and Mass Communication Annual Conference,San Antonio, TX, USA.:
  27. Kline, R. B.(1998).Principals and practice of structural equation modeling.New York:Guiford Press.
  28. Lenhart, A.,Horrigan, J.,Fallows, D.(2004).Pew Internet & American Life ProjectPew Internet & American Life Project,Washington, DC, USA:Pew Research Center.
  29. Liu, Y.(2006).Word of mouth for movies: Its dynamics and impact on box office revenue.Journal of Marketing,70(3),74-89.
  30. Lurie, N. H.(2004).Decision making in information-rich environments: The role of information structure.Journal of Consumer Research,30(4),473-486.
  31. Lurie, N. H.,Mason, C. H.(2007).Visual representation: Implications for decision making.Journal of Marketing,71(1),160-177.
  32. Mazzarol, T.,Sweeney, J. C.,Soutar, G. N.(2007).Conceptualizing word-of-mouth activity, triggers and conditions.European Journal of Marketing,41(11/12),1475-1494.
  33. Nelson, P. J.(1970).Information and consumer behavior.Journal of Political Economy,78(2),311-329.
  34. Nisbett, R. E.,Ross, L.(1980).Human inference: Strategies and shortcomings of social judgment.Englewood Cliffs, NJ:Prentice-Hall.
  35. Porter, C. E.(2004).A typology of virtual communities: A multi-disciplinary foundation for future research.Journal of Computer-Mediated Communication,10(1)
  36. Rafaeli, S.,Sudweeks, F.(1997).Networked interactivity.Journal of Computer-Mediated Communication,2(4)
  37. Richins, M. L.(1983).Negative word-of-mouth by dissatisfied consumers: A pilot study.Journal of Marketing,47(1),68-78.
  38. Schwartz, B.(2004).The paradox of choice: Why more is less.New York:Ecco.
  39. Sloman, S. A.(1996).The empirical case for two systems of reasoning.Psychological Bulletin,119(1),3-22.
  40. Sun, T.,Youn, S.,Wu, G.,Kuntaraporn, M.(2006).Online word-of-mouth (or mouse): An exploration of its antecedents and consequences.Journal of Computer-Mediated Communication,11(4),1104-1127.
  41. Sweeney, J. C.,Soutar, G. N.,Mazzarol, T.(2008).Factors influencing word of mouth effectiveness: Receiver perspectives.European Journal of Marketing,42(3/4),344-364.
  42. Taylor, S. E.,Thompson, S. C.(1982).Stalking the elusive vividness effect.Psychological Bulletin,98(2),155-181.
  43. Tripp, C.,Jensen, T. D.,Carlson, L.(1994).The effects of multiple product endorsements by celebrities on consumers' attitude and intentions.Journal of Consumer Research,20(4),535-547.
  44. Wang, A.(2005).The effect of expert and consumer endorsements on audience response.Journal of Advertising Research,45(4),402-412.
  45. Wise, K.,Hamman, B.,Thorson, K.(2006).Moderation, response rate, and message interactivity: Features of online communities and their effects on intent to participate.Journal of Computer-Mediated Communication,12(1),24-41.
  46. 台灣網路資訊中心(2010)。,未出版
  47. 黃俊英(1996)。行銷研究。臺北市:華泰文化事業股份有限公司。
被引用次数
  1. 管郁君(Eugenia Y. Huang);林淑瓊(Shu-Chiung Lin);何宜蓁(Yi-Chen Ho)(2021)。資訊從眾程度影響衝動購買行為的前置心理歷程研究。電子商務學報。23(1)。21-45。 
print cancel