| 摘要: | 本研究旨在透過自我決定論中人皆有三個與生俱來的基本心理需求「自主性」、「勝任感」、「歸屬感」來建構研究變項，以逐漸成為消費主力族群的Z世代為主要研究對象，來探悉Z世代分享電子口碑的心理關鍵因素。
本研究使用問卷調查法，自2023年5月4日至5月15日於Facebook社群、Line聯絡群組等社群平台共收集了245份有效問卷，並使用SPSS軟體進行問卷資料整理與分析，提出兩項結論：(1) 自主性與歸屬感對於Z世代分享網路口碑意圖有正向影響，而勝任感對於Z世代分享網路口碑意圖之影響不具顯著性；(2) 歸屬感因素影響Z世代分享網路口碑意圖大於自主性因素。本研究結果顯示，Z世代不會為了要得到能力認可而分享電子口碑，而是傾向自己決定是否要分享對於餐飲的口碑給他人，且如網路上的他人給予互動交流，會讓Z世代的歸屬感成份提高，因而讓Z世代自願分享電子口碑且提升持續分享電子口碑的意願。
根據研究結果，本研究提出之實質建議如下：(1) 於網路媒介中建立友善交流互動環境，透過回應口碑以及分享Z世代的貼文於官方社群中等方式與Z世代建立友好關係，經由友善交流的互動環境，不但能帶給餐飲業者友善的品牌形象，也能提升Z世代持續分享口碑的意願；(2) 經由建立能讓Z世代隨時、自由選擇且能暢所欲言的社群空間，讓Z世代可以想分享就分享、想與他人交流就到此社群空間交流來提升Z世代自主分享電子口碑的意願。
This study base on the three psychological needs (i.e.: autonomy, competence, relatedness) of the Self-Determination Theory to exploring the intentions of sharing electronic word-of-mouth in Generation Z.
A quantitative method was used in this study. The questionnaire was distributed to Generation Z participants from May 4 to May 15, 2023. The data were collected from 245 samples of Generation Z across various social media platforms, such as Facebook communities, Line groups, etc. The results indicate that (a) autonomy and relatedness are positively correlated with the intention of ewom sharing in Generation Z; and competence is not correlated with the intention of ewom sharing in Generation Z, and (b) relatedness factors have a stronger positive correlation with the intention of ewom sharing when mediated by autonomy factors. As mentioned above, Generation Z doesn’t share ewom because of competence approval, they tend to make decide independently, and if someone interacts with them, it encourages their satisfaction of relatedness needs. Consequently, Generation Z shares ewom of their own accord and sustained increase the willingness to share ewom.
Based on the results, this study has two suggestions as below: (1) Establish a friendly and interactive communication environment in social media, through a friendly and interactive communication environment, not only can bring a great brand image, but also can enhance the willingness of Generation Z to sustain sharing ewom. (2) By creating a social space that allows Generation Z to choose freely and can express themselves, it enables them to share whenever they want and engage in conversations with others, thereby enhancing their autonomous willingness to share ewom. |
