簡易檢索 / 詳目顯示

研究生: 楊閔涵
Min-Han Yang
論文名稱: 誰的評論更重要? 調節焦點與解釋水平理論觀點
Whose comment is more important? The regulatory focus and construal level theory’s point of view
指導教授: 林孟彥
Meng-Yen Lin
口試委員: 方正璽
黃美慈
吳姮憓
學位類別: 碩士
Master
系所名稱: 管理學院 - 企業管理系
Department of Business Administration
論文出版年: 2021
畢業學年度: 109
語文別: 中文
論文頁數: 52
中文關鍵詞: 調節焦點解釋水平理論網路評論餐廳評論翻譯口碑
外文關鍵詞: regulatory focus theory, construal level theory, online reviews, restaurant reviews, translated word-of-mouth
相關次數: 點閱:299下載:3
分享至:
查詢本校圖書館目錄 查詢臺灣博碩士論文知識加值系統 勘誤回報
  • 餐飲選擇因變化快、類型多,人們常使用線上評論來協助搜尋資料。同時AI科技的進步,不同語言所撰的線上評論都會轉換成使用者習慣的語言,也讓評選餐廳時多了不同的選擇。本研究設定韓國旅遊時的餐廳選擇,擬探討旅客在面對
    當地人評論與台灣人評論,會更偏好相信誰的評論呢?
    實驗一說明個體調節焦點不同,會偏好不同的評論類型。結果發現,促進焦點因特質而更願意冒險嘗試,故傾向選擇翻譯後的口碑。預防焦點的人們則比較偏好本國人的評論,因可確認彼此口味接近,避免踩雷。
    實驗二從解釋水平理論來分析,結果發現,因需要達成訊息配適,所以距離出國的時間較遠,台灣人會更相信社交距離較遠的外國人經翻譯口碑。


    People often use online reviews to help search for information to do the dining options. At the same time, with the advancement of AI technology, online reviews written in different languages will be converted into the language that users are accustomed to, which also gives different choices when selecting restaurants. This study sets up restaurant choices when traveling in Korea, and intends to explore whose comments do tourists prefer to trust when faced with comments from locals and Taiwanese?
    Test 1 shows that individuals with different adjustment focus will prefer different
    types of comments. It turns out that the promotion focus is more willing to take risks
    because of its characteristics, so it tends to choose the word-of-mouth after translation. People in the focus of prevention prefer the comments of their own people, because they can confirm that they have similar tastes and avoid stepping on mines.
    Test 2 analyzed from the interpretation level theory, and found that because of the need to achieve a message fit, so the time away from going abroad is longer, Taiwanese people will be more likely to believe that foreigners with longer social distances will be translated word of mouth.

    摘要 i Abstract ii 圖目錄 v 表目錄 vi 第一章、 緒論 1 第二章、 文獻探討與假設 3 2.1 網路口碑 3 2.2 消費者購買意願 4 2.3 調節焦點理論 (Regulatory Focus Theory) 5 2.4 解釋水平理論 (Construal Level Theory) 6 第三章、 實驗一 10 3.1 變數的操作性定義與衡量方式 10 3.1.1 調節焦點 10 3.1.2 實驗刺激 11 3.2 實驗一之前測 14 3.3 實驗一之程序 15 3.4 實驗一之分析結果 15 第四章、 實驗二 17 4.1 變數的操作性定義與衡量方式 17 4.1.1 實驗刺激之社會距離 18 4.1.2 實驗刺激之時間距離 20 4.1.3 購買意願 20 4.2 實驗二之程序 21 4.3 實驗二之分析結果 21 第五章、 結論與建議 24 5.1 研究結果與討論 24 5.2 研究限制與未來研究方向 26 參考文獻 27 附錄 32 實驗一問卷內容 32 實驗二問卷內容 37

    Al-Maroof, Rana Saeed, Said A Salloum, Ahmad Qasim Mohammad AlHamadand, and Khaled Shaalan (2020), "Understanding an Extension Technology Acceptance Model of Google Translation: A Multi-Cultural Study in United Arab Emirates," International Journal of Interactive Mobile Technologies (3), 157-178.
    Chernev, Alexander (2004), "Goal–attribute compatibility in consumer choice," Journal of Consumer Psychology, 14 (1-2), 141-50.
    Cheung, Christy MK, Bo Sophia Xiao, and Ivy LB Liu (2014), "Do actions speak louder than voices? The signaling role of social information cues in influencing consumer purchase decisions," Decision Support Systems, 65, 50-58.
    Connors, Scott, Mansur Khamitov, Matthew Thomson, and Andrew Perkins (2020), "EXPRESS: They’re Just Not that into You: How to Leverage Existing Consumer-Brand Relationships through Social Psychological Distance," Journal of Marketing, 1-75.
    Crowe, Ellen and E Tory Higgins (1997), "Regulatory focus and strategic inclinations: Promotion and prevention in decision-making," Organizational Behavior and Human Decision Processes, 69 (2), 117-32.
    Dellarocas, Chrysanthos (2003), "The digitization of word of mouth: Promise and challenges of online feedback mechanisms," Management Science, 49 (10), 1407-24.
    Filieri, Raffaele and Fraser McLeay (2014), "E-WOM and accommodation: An analysis of the factors that influence travelers’ adoption of information from online reviews," Journal of Travel Research, 53 (1), 44-57.
    Gao, Baojun, Xiangge Li, Shan Liu, and Debin Fang (2018), "How power distance affects online hotel ratings: The positive moderating roles of hotel chain and reviewers’ travel experience," Tourism Management, 65, 176-86.
    Goldenberg, Jacob, Barak Libai, and Eitan Muller (2001), "Talk of the network: A complex systems look at the underlying process of word-of-mouth," Marketing Letters, 12 (3), 211-23.
    Halamish, Vered, Nira Liberman, E Tory Higgins, and Lorraine Chen Idson (2008), "Regulatory focus effects on discounting over uncertainty for losses vs. gains," Journal of Economic Psychology, 29 (5), 654-66.
    Hamilton, Ryan, Rosellina Ferraro, Kelly L Haws, and Anirban Mukhopadhyay (2021), "Traveling with companions: the social customer journey," Journal of Marketing, 85 (1), 68-92.
    Hennig-Thurau, Thorsten, Gianfranco Walsh, and Gianfranco Walsh (2003), "Electronic word-of-mouth: Motives for and consequences of reading customer articulations on the Internet," International Journal of Electronic Commerce, 8 (2), 51-74.
    Higgins, E Tory (1997), "Beyond pleasure and pain," American Psychologist, 52 (12), 1280-1300.
    Hong, Hong, Di Xu, G Alan Wang, and Weiguo Fan (2017), "Understanding the determinants of online review helpfulness: A meta-analytic investigation," Decision Support Systems, 102, 1-11.
    Huete-Alcocer, Nuria (2017), "A literature review of word of mouth and electronic word of mouth: Implications for consumer behavior," Frontiers in Psychology, 8, 1-4.
    Jalilvand, Mohammad Reza and Neda Samiei (2012), "The impact of electronic word of mouth on a tourism destination choice," Internet Research, 22(5), 591-612.
    Khare, Adwait, Lauren I Labrecque, and Anthony K Asare (2011), "The assimilative and contrastive effects of word-of-mouth volume: An experimental examination of online consumer ratings," Journal of Retailing, 87 (1), 111-26.
    Kim, Hakkyun, Akshay R Rao, and Angela Y Lee (2009), "It's time to vote: The effect of matching message orientation and temporal frame on political persuasion," Journal of Consumer Research, 35 (6), 877-89.
    Kim, Mikyoung (2020), "Determinants of young consumers’ attitude toward mobile advertising: The role of regulatory focus," Journal of Promotion Management, 26 (2), 186-206.
    Larassati, Anisa, Nina Setyaningsih, Raden Arief Nugroho, Valentina Widya Suryaningtyas, Setyo Prasiyanto Cahyono, and Stephani Diah Pamelasari (2019), "Google vs. Instagram machine translation: multilingual application program interface errors in translating procedure text genre," in 2019 International Seminar on Application for Technology of Information and Communication, 555-558.
    Lee, Angela Y, Punam Anand Keller, and Brian Sternthal (2010), "Value from regulatory construal fit: The persuasive impact of fit between consumer goals and message concreteness," Journal of Consumer Research, 36 (5), 735-47.
    Liberman, Nira and Yaacov Trope (1998), "The role of feasibility and desirability considerations in near and distant future decisions: A test of temporal construal theory," Journal of Personality and Social Psychology, 75 (1), 5-18.
    Litvin, Stephen W, Ronald E Goldsmith, and Bing Pan (2008), "Electronic word-of-mouth in hospitality and tourism management," Tourism Management, 29 (3), 458-68.
    Liu, Yong (2006), "Word of mouth for movies: Its dynamics and impact on box office revenue," Journal of Marketing, 70 (3), 74-89.
    Liviatan, Ido, Yaacov Trope, and Nira Liberman (2008), "Interpersonal similarity as a social distance dimension: Implications for perception of others’ actions," Journal of Experimental Social Psychology, 44 (5), 1256-69.
    Lockwood, Penelope, Christian H Jordan, and Ziva Kunda (2002), "Motivation by positive or negative role models: regulatory focus determines who will best inspire us," Journal of Personality and Social Psychology, 83 (4), 854-864.
    Magee, Joe C and Pamela K Smith (2013), "The social distance theory of power," Personality and Social Psychology Review, 17 (2), 158-86.
    Mariani, Marcello M, Matteo Borghi, and Sergey Kazakov (2019), "The role of language in the online evaluation of hospitality service encounters: An empirical study," International Journal of Hospitality Management, 78, 50-58.
    Money, R Bruce, Mary C Gilly, and John L Graham (1998), "Explorations of national culture and word-of-mouth referral behavior in the purchase of industrial services in the United States and Japan," Journal of Marketing, 62 (4), 76-87.
    Nakayama, Makoto and Yun Wan (2018), "Is culture of origin associated with more expressions? An analysis of Yelp reviews on Japanese restaurants," Tourism Management, 66, 329-38.
    Roy, Gobinda, Biplab Datta, and Srabanti Mukherjee (2019), "Role of electronic word-of-mouth content and valence in influencing online purchase behavior," Journal of Marketing Communications, 25 (6), 661-84.
    Ryu, Kisang, Hye‐Rin Lee, and Woo Gon Kim (2012), "The influence of the quality of the physical environment, food, and service on restaurant image, customer perceived value, customer satisfaction, and behavioral intentions," International Journal of Contemporary Hospitality Management, 24(2), 200-223.
    Schwager, Susanne and Klaus Rothermund (2013), "Motivation and affective processing biases in risky decision making: A counter-regulation account," Journal of Economic Psychology, 38, 111-26.
    Shetu, Sabakun Naher (2020), "Influence of Facebook on Electronic Word of Mouth (e-WoM) and Customers’ Intention to Visit Restaurants in Bangladesh-An Exploratory Study," European Journal of Applied Business and Management, 6 (2), 83-97.
    Shin, Dongwoo, Ji Hee Song, and Abhijit Biswas (2014), "Electronic word-of-mouth (eWOM) generation in new media platforms: The role of regulatory focus and collective dissonance," Marketing Letters, 25 (2), 153-65.
    Spears, Nancy and Surendra N Singh (2004), "Measuring attitude toward the brand and purchase intentions," Journal of Current Issues & Research in Advertising, 26 (2), 53-66.
    Thongpapanl, Narongsak, Abdul R Ashraf, Luciano Lapa, and Viswanath Venkatesh (2018), "Differential effects of customers’ regulatory fit on trust, perceived value, and m-commerce use among developing and developed countries," Journal of International Marketing, 26 (3), 22-44.
    Trope, Yaacov and Nira Liberman (2010), "Construal-level theory of psychological distance," Psychological Review, 117 (2), 440-463.
    Trope, Yaacov and Nira Liberman (2003), "Temporal construal," Psychological Review, 110 (3), 403-421.
    Trope, Yaacov, Nira Liberman, and Cheryl Wakslak (2007), "Construal levels and psychological distance: Effects on representation, prediction, evaluation, and behavior," Journal of Consumer Psychology, 17 (2), 83-95.
    Vu, Huy Quan, Jian Ming Luo, Ben Haobin Ye, Gang Li, and Rob Law (2018), "Evaluating museum visitor experiences based on user-generated travel photos," Journal of Travel & Tourism Marketing, 35 (4), 493-506.
    Wang, Yichuan and Chiahui Yu (2017), "Social interaction-based consumer decision-making model in social commerce: The role of word of mouth and observational learning," International Journal of Information Management, 37 (3), 179-89.
    Zhou, Rongrong and Michel Tuan Pham (2004), "Promotion and prevention across mental accounts: When financial products dictate consumers& investment goals," Journal of Consumer Research, 31 (1), 125-35

    QR CODE