電子口碑內容對分享意願之影響

CCUR > College of Business > Department of Business Administration & Graduate Institute of International Business Administration > Thesis > Item 987654321/38367

Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/38367

Title:	電子口碑內容對分享意願之影響 The Effect of Electronic Word-of-Mouth Content on Willingness to Share
Authors:	蘇冠年
Contributors:	國際企業管理學系
Keywords:	電子口碑功利性價值享樂性價值分享意願產品涉入公眾自我意識 electronic word of mouth utilitarian value hedonic value willingness to share product involvement public self-consciousness
Date:	2017
Issue Date:	2017-10-18 13:13:54 (UTC+8)
Abstract:	創造品牌口碑之擴散是企業重要的行銷議題，其中一種達成口碑資訊擴散之方式是創造及提供有吸引力的訊息。然而，更關鍵的問題是口碑內容是否應符合特定資訊型態才能創造分享及擴散效果，且口碑內容對分享意願之效果是否取決於消費者之特定背景。因此，本研究之目的係探討口碑內容的資訊價值對分享意願之影響，並分別探討產品涉入及公眾自我意識對其關係之干擾效果。本研究採用智慧型手機作為研究客體，以自願參與本研究之中國文化大學商學院大學生作為實驗對象，再以2 (功利性價值：高、低) × 2 (享樂性價：高、低)之因子實驗設計，以實驗法進行資料蒐集及假設檢定。研究結果發現，口碑之功利性價值與享樂性價值皆與接收者分享意願呈顯著正向關係。此外，產品涉入及公眾自我意識會正向提升功利性價值對分享意願之效果，但減少享樂性價值對分享意願之效果。此研究結果對口碑內容能創造口碑擴散效果上提供一個有利的支持，且顯示行銷者應識別口碑內容對不同背景消費者之分享意願效果。換言之，兩種類型的訊息價值與顧客背景都應該被同時考量。 Creating diffusive electronic Word-of-Mouth (eWOM) is a key branding issue in today’s marketing world. One way to accomplish this is to create and provide the attractiveness of eWOM information. A key question, however, is whether the eWOM content should match the utilitarian value or the hedonic value as well as whether the effect of eWOM content on willingness to share depends on the customer-specific context. Thus, the purpose of this article is to examine the effect of eWOM content on willingness to share, and the moderating effects of product involvement and public self-consciousness. This study uses smartphone as object, inviting students studying Marketing at College of Business, Chinese Culture University as respondents, and based on a 2 (utilitarian value: high, low) x 2 (hedonic value: high, low) between-group design. The empirically finding showed that both utilitarian value and hedonic value lead to greater willingness to share. In addition, product involvement and public self-consciousness increase the positive impact of utilitarian value but decrease the impact of hedonic value on willingness to share. These results provide powerful evidence for the feasibility of eWOM content in the diffusive eWOM and indicate that the marketer should identify eWOM information affects a resender’s intention to share eWOM information between the different social context of consumers. In other word, both the type of message content and the consumer characteristics or contexts must be considered simultaneously.
Appears in Collections:	[Department of Business Administration & Graduate Institute of International Business Administration ] Thesis

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