網路口耳相傳訊息數量、訊息方向暨性別對訊息說服效果之影響

The Effect of Word of Mouth Message Quantity, Positive and Negative Message, and Gender on Persuasion on Web

李威龍(Wei-Long Lee)；留淑芳(Shu-Fang Liu)；劉明宗(Ming-Zong Liu)

口耳相傳 ； 正負向訊息 ； 留言訊息數量 ； 訊息方向性 ； 性別之干擾變項 ； word of mouth ； positive and negative message ； quantity of message ； message directionality ； gender(of intervening variable)

行銷科學學報

1卷2期（2005 / 10 / 01）

165 - 201

繁體中文

現今多數行銷文獻談及口耳相傳，著眼於人際接觸層面；若將其層面運用於網際網路間之溝通行為，則為之少數。而文獻所論及之議題亦集中於對消費者行為之影響，及訊息之傳播過程，甚少自訊息特性與訊息接受者之觀點探討說服效果差異。而近年來拜科技發達之賜，網際網路興起使消費者多一條資訊蒐徑之途－網路留言版，而此特殊途徑與以往訊息傳遞途徑之差異，可能對消費者態度產生不同之影響。故本研究即欲了解消費者面對網路之某一產品正面暨負面評價，如何解讀、處理該訊息，並將其內化而形成對該產品之態度，並做出消費決策。本研究之實驗，分成兩個部份：其一為探討二個自變項：訊息數量（多／少）與訊息方向性（先正後負／先負後正）之影響效果。研究結果顯示：就留言之數量而言，其數量多寡與口耳相傳之說服效果無直接關連；而訊息方向性會影響訊息接受者之整體態度，即負向訊息之近因效果，其所形成之態度顯著優於負向訊息之初始效果。另一方面，本研究以性別之干擾變項對訊息說服效果之影響分析，研究結果顯示：訊息數量多寡，對女性訊息接受者具有顯著差異，且對男性之訊息接受者亦然。而訊息之不對稱性之觀點，以負向訊息之初始效果（先負後正）對男性而言，與負向訊息之近因效果（先正後負）相較不具顯著性；但女性訊息接受者對於負向訊息之近因效果顯著性優於負向訊息之初始效果。此結果可作為廠商廣告製作或網站管理時之參照。

Most marketing literature refer to word of mouth (WOM) which focus on that is exposed to the aspect interpersonally now; If apply its aspect to the behavior, the minority for it of linking up among the internet networks. And the topic that literature touch upon also concentrates on the influence of the consumer Behavior correctly, and spread course of message, very few message characteristic and message receiver who accepts message probe into and persuade the result difference since. Science and technology developed granting in recent years, the way of making another information of consumers search-network message board, and special way this transmit information difference of way in the past, might the attitude to consumer produced on different influence. So this research wants to understand consumers in the face of a certain product of the network will get positive and negative appraisal promptly, how understand, deal with information this, melt but form to attitude of product this inside it, and make the consumption decision. The experiment of this research, divide into two parts: First change one in order to probe into two independent variable: message quantity (the large/little)and information directionality (positive message first! negative message first) influence result. The result of study shows: As regards quantity of leaving message, its number of quantity and persuasion result according to WOM have not been closed and connected with directly; And the whole attitude of the message receiver who will influence information to accept of information directionality, namely shoulder the immediate cause result to information, its attitudes formed are superior to shouldering the recency effect of negative message to primacy effect of once. On the other hand, this research changes a influence analysis to the thing that message persuades the result with the intervening variable of the gender, the result of study shows: The number of quantity of message, have difference of showing to women receiver who accepts information, and as the same to the male person who accepts message. And view of irregularity of message, the primacy effect of negative message (negative message first) as for man, do not have dominance with receiver to the recency effect of negative message (positive message first); But the receiver who are accepted of women's message, for superior the recency effect of negative message to the primacy effect of negative message. This result can be as manufacturer's advertisement making or the reference when websites manage.

1. (1967).Risk Taking and Information Handling in Consumer Behavior.Boston:Graduate School of Business Administration, Harvard University.
2. Ajzen, I.,Fishbein, M.(1980).Understanding Attitudes and Predicting Social Behavior.Englewood Cliffs, NJ:Prentice-Hall..
3. Alba,Manmorstein, H.(1987).The Effects of Frequency Knowledge on Consumer Decision Making.Journal of Consumer Research,14,14-25.
4. Arndt, J.(1967).Role of Product-Related Conversations in the Diffusion of a New Product.Journal of Marketing Research,4,291-295.
5. Bansal, H.s.,Voyer, P.A.(2000).Word-of-Mouth Processes Within a Services Purchase Decision Context.Journal of Service Research,3,166-177.
6. Belch, George E.,Belch, Michael A.(1999).Advertising and Promotion: An Integrated Marketing Communications Perspective.Singapore.:McGraw-Hill Companies, Inc..
7. Bone, Paul Fitzgerald(1995).Word-of-Mouth Effects on Shortterm and Long-term Product Judgments.Journal of Business Research,32,213-233.
8. Boucher, J.,Osgoo, C. E.(1969).The Pollyanna Hypothesis.Journal of Verbal Learning and Verbal Behavior,8,1-8.
9. Crowley, A.,Wayne, D. H.(1994).An Integrative Framework for Understanding Two-sided Persuasion.Journal of Cinsumer Research,20,561-573.
10. Dodds, W. B.,Monroe, K. B.,Grewal, D.(1991).Effect of Price, Brand and Store Information on buyers' Product Evaluation.Journal of Marketing Research,18,307-319.
11. Frederic F. Brunel,Nelson, Michelle R.(2003).Message Order Effects and Gender Differences in Advertising Persuasion.Journal of Rouertising Research,September,330-341.
12. Golden, L. L.,Alpert, M. I.(1987).Comparative Analyses of the Relative Effectiveness of One-sided and Two-sided Communications for Contrasting Products.Journal of Advertising,16,18-28.
13. Grewal, Dhruv,Gotilieb, Jerry,Marmorstein, Howard(1994).The Moderating Effects of Message Framing and Source Credibility on the Price-perceived Risk Relationship.Journal of Consumer Research,21,145-153.
14. Haugtvedt, Curtis P.,Wegener, Duane T.(1994).Message Order Effects in Persuasion: An Attitude Strength Perspective.Journal of Consumer Research,21,205-218.
15. Henricks, Mark(1998).Spread the Word.Entrepreneur,26,120-125.
16. Johnson, Homer H. ,Scileppi, John A.(1969).Effects of Ego-Involvement Conditions on Attitude Change to High & Low Credibility Communications.Journal of Personality & Social Psychology,13(1),31-36.
17. Kahneman, Daniel,Tversky, Amos(1979).Prospect Theory: An Analysis of Decision Under Risk.Econometrica,47,263-291.
18. Kamins, M. A.(1989).Celebrity and Noncelebrity Advertising in a Two-sided Context.Journal of Advertising Research,29,34-42.
19. Kamins, M. A.,Assael, H.(1987).Two-sided versus One-sided Appeals: A Cognitive Perspective on Argumentation, Source Derogation, and the Effect of Disconfirming Trial on Brief Change.Journal of Marketing Research,24,29-39.
20. Kim, Peter(1990).A Perspective on Brands.Journal of Consumer Marketing,Fall,20-30.
21. Kirmani, A.,Wright, P.(1989).Money Talk: Perceived Advertising Expense and Expected Product Quality.Journal of Customer Research,16,344-353.
22. Maheswaran, D.,Meyers-Levy, J.(1990).The Influence of Message Framing and Issue Involvement.Journal of Marketing Research,27,361-367.
23. McCracken, Grant(1989).Who is the Celebrity Endorser? Cultural Foundations of the Endorsement Process.Journal of Consumer Research,16,310-21.
24. Mizerski, R.W.(1982).An Attribution Explanation of the Disproportionate Influence of Unfovorable Information.Journal of Consumer Research,9,301-310.
25. Petroshius, Susan M.,Crocker, Kenneth E.(1989).An Empirical Analysis of Spokesperson Characteristics on Advertisement and Product Evaluations.Journal of the Academy of Marketing Sciences,17(3),217-225.
26. Rhine, Roman J.,Severance, Laurence J.(1970).Ego-Involvement, Discrepancy, Source Credibility, and Attitude Change.Journal of Personality and Social Psychology,16(2),175-190.
27. Rosen, Emanuel、林德國譯(2001)。口碑行銷─如何引爆口耳相傳的神奇威力。台北:遠流出版。
28. Silverstein, Michoel J.、Fiske, Neil、Butman, John(2004)。奢華，正在流行。台北:商智文化。
29. Thomas, J. E.,Young, S.(1997).Midwives, grassroots activism and the internet.Toronto:American Sociological Association.
30. Wright, P.(1974).The Harassed Decision Maker, Time Pressures, Distractions, and the Use of Evidence.Journal of Applied Psychology,59,555-561.
31. Zhang, Yong,Buda, R.(1999).Moderating Effects of Need for Cognition on Responses to Positively versus Negatively Framed Advertising Messages.Journal of Advertising,28,1-15.
32. 成忠一(1998)。網際網路在同志平權運動中角色之研究─以台北市常德街事件為例。性別與空間，5，145-155。
33. 吳志正、許碧芬(2001)。社會交易理論與雙面訴求廣告對消費者購買意願之影響。中華管理評論
34. 李美枝(1980)。社會心理學。台北:大洋出版。
35. 李珮琳(2001)。碩士論文(碩士論文)。國立臺灣大學心理學研究所。
36. 李禮君(1998)。碩士論文(碩士論文)。台灣大學社會學研究所。
37. 谷雅慧(1995)。碩士論文(碩士論文)。中央大學資訊管理學系。
38. 林希展、陳怡潔、林婷婷(2001)。台灣大學行動電話之使用與滿足研究─以台北大學、交通大學為例。第七屆「台灣區網際網路研討會」，台北:
39. 林清州(1992)。碩士論文(碩士論文)。國立政治大學企業管理研究所。
40. 林鶴玲、鄭陸霖(1999)。當社運碰上網路：台灣社運網路經驗的相關課題與意義初探。第三屆資訊科技與社會轉型研討會
41. 施方絜(2003)。碩士論文(碩士論文)。銘傳大學商學研究所。
42. 洪富凱(2003)。碩士論文(碩士論文)。國立成功大學企業管理研究所。
43. 留淑芳(2003)。博士論文(博士論文)。國立臺灣大學商學研究所。
44. 翁育萱(2003)。碩士論文(碩士論文)。國立臺灣大學商學研究所。
45. 梁文傑(1992)。碩士論文(碩士論文)。國立臺灣大學商學研究所。
46. 郭貞(1997)。政治大學廣告學系學士專題政治大學廣告學系學士專題,政治大學廣告學系。
47. 陳明縈(2000)。碩士論文(碩士論文)。國立高雄應用科技大學商務經營研究所。
48. 陳俊傑(1999)。碩士論文(碩士論文)。國立臺灣大學商學研究所。
49. 陳思懿(2003)。碩士論文(碩士論文)。國立臺灣科技大學企業管理研究所。
50. 黃俊嘉(2000)。碩士論文(碩士論文)。國立台灣科技大學管理研究所企業管理研究所。
51. 黃雅芬(2000)。碩士論文(碩士論文)。國立政治大學商學研究所。
52. 楊中芳(1990)。廣告的心理原理。台北:遠流出版。
53. 劉威志(2003)。碩士論文(碩士論文)。國立中央大學企業管理研究所。
54. 劉倉賓(1998)。碩士論文(碩士論文)。交通大學管理科學研究所。
55. 練乃華(1990)。碩士論文(碩士論文)。國立臺灣大學商學研究所。
56. 練乃華、留淑芳(2003)。口耳相傳訊息之傳播及對消費者購買行為之影響：文獻回顧與評論。中山管理評論（TSSCI），11(2)，283-307。
57. 鄭佩玲(1999)。碩士論文(碩士論文)。國立政治大學國際貿易研究所。
58. 鄭敏慧(1999)。碩士論文(碩士論文)。國立台灣大學建築與城鄉研究所。
59. 鍾寬仁(1989)。碩士論文(碩士論文)。交通大學管理科學研究所。
60. 簡鈴真(2004)。碩士論文(碩士論文)。銘傳大學管理科學研究所。
61. 羅怡君(2002)。碩士論文(碩士論文)。國立臺灣科技大學企業管理系。
62. 關友雯(2003)。碩士論文(碩士論文)。輔仁大學織品服裝學系。

1. 黎意文、李威龍(2009)。試用品之品牌知名度及試用量與品牌認知、品牌態度及購買意願的關係－以資生堂、盛香堂潔面乳為例。行銷科學學報，5(1)，79-98。