評價極端一致性、評價正負性與權衡困難性對消費者網路代理人評價接受度之影響

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2008

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文獻指出現今大多數的消費者,在做產品或服務的決策之前,會尋找網路代理人的意見,尤其當面臨到需要權衡的產品或服務之決策情境時,消費者會更依賴代理人的評價來做為決策的依據;同時,透過網路評價平台,消費者可以得知代理人過去評價意見記錄,解決了認知超載以及減少了蒐集資訊的成本。根據本研究蒐集實務上的網路評價機制後發現,這樣的情形時常可見,但國內有關這方面的研究與討論卻相當缺乏。因此本研究探討新興的網路評價機制平台上,不同權衡困難性的產品決策情境裡,不同的評價類型如何影響消費者對網路代理人評價的接受度。 本研究以實驗法的方法進行,自變項為權衡困難性〈高/低〉、過去意見極端一致性〈正面/負面〉、評價正負性〈正面/負面〉,應變項則為代理人評價接受度。本研究結果發現,在高權衡困難性的情境下,當消費者與代理人過去意見為正面極端一致時,正面評價相較於負面評價是具有顯著較高的評價接受度;當消費者與代理人過去意見為負面極端一致時,負面評價相較於正面評價是具有顯著較高的評價接受度,與過去研究不同,觀察到以往代理人評價研究中未發現的到負面效果。在低權衡困難性的情境下,則與過去研究相符,當消費者與代理人過去意見為正面極端一致時,出現正面效果;而當消費者與代理人過去意見為負面極端一致時,評價不論正面或負面在評價接受度上都沒有顯著的差異。根據上述發現,本研究在實務建議上認為,行銷人面對於高權衡困難性的產品或服務時,除了當代理人與消費者在過去意見為正面極端一致時,要營造媒體正面口碑對於產品或服務銷售的助益外,也要格外注意當消費者與代理人過去意見為負面極端一致時,負面評價對產品或服務的顯著殺傷力。
Consumers often search the Internet for agent advice before making decisions about products and services, especially when the trade-off difficulty context of decision tasks, they will rely on them even more. Meanwhile, at Internet recommendation systems, consumers can observe past agreements easily, solve the problems for information overload and reduce the cost for searching. According to the Internet recommendation systems collected by this thesis, although this situation is often found, regarding studies are less. Therefore, the main purpose of this thesis is to research that when consumers are exposed to different types of trade-off difficulties, and past agreements can have different effects on the acceptance of current agent advice at Internet recommendation system. The research is achieved by experimental approach methods, with independent variables, trade-off difficulty (high/low), extreme opinion agreement (positive /negative) and advice valence (positive/negative), and dependent variable acceptance of cureet agent advice. From the exprimental results, in the high trade-off difficulty condition, we show that the positive advice is more influential than the negative one when extreme agreement is positive (i.e., positivity effect). Conversely, we show that the negative advice is more influential than the postive one when extreme agreement is negative (i.e., negativity effect). Furthermore, in the low trade-off difficulty condition, we also show that the positive advice is more effective than the negative one when the extreme agreement is positive (i.e., positivity effect). However, the converse does not hold when extreme agreement is negative. The atticle concludes by identifying promising avenues for future research, and discussing implication of the results for marketers in areas such as design of intelligent Internet recommendation systems and word-of-mouth management on the Internet. Therefore, marketers need to pay more attention to negative advices in order to avoid negative word-of-mouth, which might be damaged products and services, especially in the high treade-off difficulty context.

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權衡困難性, 極端一致性, 評價正負性, 評價接受度, 正負面效果, trade-off difficulty, extreme opinion agreement, acceptance of cureet agent advice, advice valence, positivity/ negativity effect

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