臺灣博碩士論文加值系統

本研究主要是探討網路負面口碑擴散模式，網路負面口碑的產生係因消費者經歷不好的消費經驗或遭遇服務失誤後，透過網際網路將口碑發送到不同的對象，本研究係針對不同的人格特質、負面情緒及服務失誤嚴重程度等探討其對網路負面口碑傳播之影響。主要以餐旅業作為研究基礎，並將口碑傳播的對象分成朋友及公眾，包含電子郵件、即時通訊軟體、社群、口碑評論網站及部落格，共進行了四次的實證研究。研究一收集了11640篇真實的線上口碑，並將其中的782篇負面口碑進行內容分析，分類各個負面口碑的服務失誤類型，並以圖形化的方式呈現這些負面口碑的擴散模式。研究二針對226位線上受訪者進行問卷調查，探討獨立及相依的自我建構與負面口碑意圖的關係。研究三則調查183位線上受訪者的五大人格特質及意見領袖傾向，並探討五大人格特質與意見領袖對於負面口碑意圖的影響。研究四針對148位受訪者進行實驗設計研究，受訪者閱讀一則服務失誤的情境後，指出該情境的服務失誤嚴重程度，及負面情緒強度，並探討意見領袖傾向、服務失誤的嚴重程度及負面情緒對口碑意圖的影響。經過本研究的四次實證研究結果顯示，負面口碑確實具有較強的傳播力及影響力，當服務失誤越嚴重時會引發更多的線上用戶參與一則負面口碑討論；於人格特質而言，獨立的自我建構會透過社群作為傳播負面口碑的媒介，而相依的自我建構會以間接或較私密的方式傳播負面口碑給朋友；此外，消費者具有較高的親和性或開放性的人格特質會依不同的對象及平台傳播負面口碑(例如：高親和性的人會向朋友分享負面口碑，而開放性則是公眾口碑)，而外向性及開放性的人格特質與意見領袖傾向有正向的關係，也可能因為具有意見領袖的特質而分享負面口碑；本研究也發現，意見領袖會因服務失誤的嚴重程度而有所差異，當服務失誤越嚴重時，即使非意見領袖也會傳播負面口碑給朋友。本研究之結果，可以幫助管理人員或行銷人員了解服務失誤發生時，負面情緒和消費者個人特性對於負面口碑傳播的影響。

This research aim to investigate the pattern of negative electronic word-of-mouth (e-WOM) diffusion. The negative e-WOM generation due to consumer with a terrible consumption experience and service failure occurred, and then WOM will be posted by Internet to the different object. The current study examines two industries about hotel and restaurants, and conducted four empirical studies to understand the effect of the different personality trait, negative emotion, and the degree of severity of service failure on the negative WOM intention. Study 1 collected 11640 articles which contained 782 negative e-WOM articles. We used the content analysis to analyze those negative WOM articles, which were attributed to what kind of categories of service failure. Through a graphical approach to present the negative WOM diffusion. Study 2 conducted a questionnaire survey to analyze the 226 voluntarily subjects. To explore the relationship between self-construal and the WOM intention. Study 3 also used a questionnaire survey to analyze the 183 voluntarily subjects, and focused on the relationship among big five personality trait, opinion leadership tendency, and WOM intention. While study 4 conducted an experimental design, 148 subject were asked to read a service failure scenario and reveal that the degree of severity of service failure, and negative emotion. To explore the relationship among opinion leadership tendency, negative emotion, and WOM intention. The results of four empirical studies revealed that the negative WOM have indeed a strong influence and infection. When the service failure was serious, it will elicit more and more online user to join the discussion of the negative WOM. For the personality trait, independent self-construal will post negative WOM in social network website, while interdependent self-construal will through an indirect approach to spread negative WOM to their friends. In addition, consumer with higher agreeableness and openness will spread negative WOM through the different platform or object of WOM. To verify again the extraversion and openness will positively related to opinion leadership. The result also indicated that opinion leadership will influenced by the degree of severity of service failure. The findings of this thesis will be useful for managers to realize which kinds of service failure and personality trait will bring out negative WOMs

誌 謝 I
國立臺北大學102學年度第2學期碩士學位論文提要 II
ABSTRACT III
TABLE OF CONTENTS IV
LIST OF TABLES VI
LIST OF FIGURES VII
CHAPER 1 INTRODUCATION 1
CHAPER 2 LITERATURE REVIEW AND HYPOTEHESES DEVELOPMENT 3
2.1. Service failure 3
2.2. Word of mouth (WOM) 3
2.2.1. WOM and e-WOM communication 3
2.2.2. Negative WOM 5
2.3. The role of service failure and negative emotion on negative WOM intention. 5
2.4. Self-Construal 6
2.4.1. Independent 6
2.4.2. Interdependent 7
2.4.3. The relationship between self-construal and negative e-WOM intention 7
2.5. Personality trait 8
2.6. Big Five 8
2.6.1. Extraversion 9
2.6.2. Agreeableness 9
2.6.3. Conscientiousness 9
2.6.4. Emotion stability 9
2.6.5. Openness 10
2.7. Opinion leadership 10
2.8. The role of big five personality trait and opinion leadership tendency on negative WOM intention. 11
2.9. Research model 12
CHAPTER 3 EMPIRICAL STUDIES 13
3.1. STUDY 1 14
3.1.1. Data collection 14
3.1.2. Sample 14
3.1.3. Content Analysis 16
3.1.4. Data Analysis and result 16
3.1.5. Discussion 24
3.2. STUDY 2 25
3.2.1. Sample 25
3.2.2. Procedure and measure 26
3.2.3. Reliabilities and validity 27
3.2.4. Data Analysis and result 28
3.2.5. Discussion 34
3.3. STUDY 3 36
3.3.1. Sample 36
3.3.2. Procedure and measure 37
3.3.3. Reliabilities and validity 37
3.3.4. Data Analysis and result 38
3.3.5. Discussion 42
3.4. STUDY 4 44
3.4.1. Scenario design 44
3.4.2. Manipulation check for scenario design 44
3.4.3. Formal questionnaire sample 45
3.4.4. Procedure and measure 46
3.4.5. Reliabilities and validity 46
3.4.6. Data Analysis and result 47
3.4.7. Discussion 51
CHAPTER 4 CONCLUSIONS 52
4.1. General discussion 52
4.2. Theoretical contribution 54
4.3. Practical contribution 55
4.4. Limitations and suggestions for future studies 56
REFERENCES 58
APPENDIX A: QUESTIONNAIRE (STUDY 2) 67
APPENDIX B: QUESTIONNAIRE (STUDY 3) 72
APPENDIX C: SCENARIO (STUDY 4) 76
APPENDIX D: QUESTIONNAIRE (STUDY 4) 78
簡 歷 80
著作權聲明 81

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