簡易檢索 / 詳目顯示

研究生: 許家菱
Chia-Ling Hsu
論文名稱: 網路口碑的語言抽象性、商品類型和規範焦點導向對商品評價的影響
The Effect of Language Abstractness, Product Type and Regulatory Focus on Product Evaluation
指導教授: 葉明義
Ming-Yih Yeh
口試委員: 林孟彥
Meng-Yen Lin
黃崇興
Chung- Hsing Huang
李永輝
Yung-Hui Lee
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: 2019
畢業學年度: 108
語文別: 中文
論文頁數: 28
中文關鍵詞: 規範焦點導向語言抽象性享樂品實用品網路評論
外文關鍵詞: regulatory focus, language abstractness, hedonic product, utilitarian product, online review
相關次數: 點閱:260下載:0
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
  • 本研究探討了當不同規範焦點導向消費者面對相異語言抽象性的線上評論時,是否兩者的感受有所區別,而造成商品評價有了差異。我們讓受測者看到語言抽象性高的抽象(abstract)評論或是語言抽象性低的具體(concrete)評論,並藉此觀察促進導向(promotion-focused)個體和預防導向(prevention-focused)個體的商品評價。我們驗證了規範焦點和語言抽象性具適配效果,也就是促進焦點消費者在看到較抽象的評論時,比起預防焦點消費者,處理訊息的流暢度會提高,因而有較高的商品評價;預防焦點消費者在看到具體的評輪時,商品評價高於促進焦點消費者(實驗一)。接著,我們加入產品類型討論後,發現當產品為享樂品時,若是以抽象語言來敘述時,促進焦點的人比起預防焦點的人會有更高的商品評價。但當享樂品以具體語言敘述時,預防焦點消費者和促進焦點消費者的差異不復存在;而當產品為實用品時,在接受到以具體語言來敘述的評論後,預防焦點的人比起促進焦點的人會有更高的商品評價。但反之以抽象語言敘述時,預防焦點消費者和促進焦點消費者的商品評價則不再有顯著差異(實驗二)。


    This research intends to investigate when consumers receive online reviews who have different regulatory focus receive online reviews, whether narrative in different language abstractness will influence their product evaluation. By showing the respondents abstract or concrete reviews, we examined the product evaluation of promotion-focused and prevention-focused individuals. The findings indicate that after reading abstract reviews, promotion-focused individuals have higher product evaluation than prevention-focused individuals, whereas prevention-focused individuals have higher product evaluation than promotion-focused individuals after reading concrete reviews (experiments 1). Further, we focus on the relationship between product type, regulatory focus and language abstractness. Compared to prevention-focused individuals, promotion-focused individuals have higher product evaluation when the review of a hedonic product was abstract. However, there is no significant difference between two different groups when the review was concrete. On the other hand, prevention-focused individuals have higher product evaluation then promotion-focused individuals when the review of an utilitarian product was concrete. But no significant difference was found in the contrary (experiments 2).

    摘要 Abstract 目錄 第一章 緒論 第一節 研究動機與目的 第二章 文獻探討 第一節 語言抽象性和解釋水平理論 第二節 規範焦點 第三節 規範焦點和語言抽象性的適配 第三章 實驗一 第一節 研究架構和假說 第二節 研究方法與設計 第三節 研究結果與分析 第四節 討論 第四章 實驗二 第一節 文獻回顧與假說推論 第二節 研究方法與設計 第三節 研究結果與分析 第四節 討論 第五章 結論與建議 第一節 研究貢獻 第二節 管理意涵 第三節 研究限制及未來建議 參考文獻

    Aerts, Goele, Tim Smits, and Peeter Verlegh (2017), “How Online Consumer Reviews Are Influenced By the Language and Valence of Prior Reviews: A Construal Level Perspective,” Computers in Human Behavior, 75 (October), 855–864.
    Angelis, Matteo De, Vito Tassiello, Cesare Amatulli, and Michele Costabile (2017), “How Language Abstractness Affects Service Referral Persuasiveness,” Journal of Business Research, 72 (March), 119–126.
    Avnet, Tamar and E. Tory Higgins (2006), “How Regulatory Fit Affects Value in Consumer Choices and Opinions,” Journal of Marketing Research, 43 (1), 1–10.
    Batra, Rajeev and Olli T. Ahtola (1990), “Measuring the Hedonic and Utilitarian Sources of Consumer Attitudes,” Marketing Letters, 2 (2), 159–170.
    Bazerman, Max H., Ann E. Tenbrunsel, and Kimberly Wade-Benzoni (1998), “Negotiating with Yourself and Losing: Understanding and Managing Conflicting Internal Preferences,” Academy of Management Review, 23 (2), 225–241.
    Blackshaw, Pete and Mike Nazzaro (2006), “Consumer-Generated Media (CGM) 101: Word-of-Mouth in the Age of the Web-Fortified Consumer,” white paper, Nielsen Buzz Metrics, (accessed October 29th, 2019) http://www.nielsen-online.com/downloads/us/buzz/nbzm_wp_CGM101.pdf
    Carnaghi, Andrea, Anne Maass, Sara Gresta, Mauro Bianchi, Mara Cadinu, and Luciano Arcuri (2008), “Nomina Sunt Omina: On the Inductive Potential of Nouns and Adjectives in Person Perception,” Journal of Personality and Social Psychology, 94 (5), 839–859.
    Carver, C., and M. Scheier (2000), “Scaling Back Goals and Recalibration of the Affect System Are Processes in Normal Adaptive Self-regulation: Understanding ‘Response Shift’ Phenomena,” Social Science and Medicine, 50 (12), 1715–1722.
    Chernev, Alexander (2004), “Goal-Attribute Compatibility in Consumer Choice,” Journal of Consumer Psychology, 14 (1–2), 141–150.
    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), 117–132.
    Dhar, Ravi and Klaus Wertenbroch (2000), “Consumer Choice Between Hedonic and Utilitarian Goods,” Journal of Marketing Research, 37 (1), 60–71.
    Hamilton, Rebecca W. and Debora Viana Thompson (2007), “Is There a Substitute for Direct Experience? Comparing Consumers’ Preferences after Direct and Indirect Product Experiences,” Journal of Consumer Research, 34 (4), 546–555.
    Han, Ju Yeon (2015), “Not All Advertisements are Created Equal: The Role of Construal Level on Hedonic and Utilitarian Attributes,” dissertation, The Pennsylvania State University.
    Hassenzahl, Marc, Markus Schöbel, and Tibor Trautmann (2008), “How Motivational Orientation Influences the Evaluation and Choice of Hedonic and Pragmatic Interactive Products: The Role of Regulatory Focus,” Interacting with Computers, 20 (4–5), 473–479.
    Herzenstein, Michal, Steven S. Posavac, and J. Joško Brakus (2007), “Adoption of New and Really New Products: The Effects of Self-Regulation Systems and Risk Salience,” Journal of Marketing Research, 44 (2), 251–260.
    Higgins, Edward Tory (2006), “Effects of Word-of-Mouth and Product-Attribute Information on Persuasion: An Accessibility-Diagnosticity Perspective,” Psychological Review, 17 (4), 454–462.
    —— (2006), “Value from Hedonic Experience and Engagement,” Psychological Review, 113 (3), 439–460.
    Higgins, Edward Tory and Daniel C. Molden (2003), “How Strategies for Making Judgments and Decisions Affect cognition: Motivated Cognition Revisited,” Foundations of Social Cognition: A Festschrift in Honor of Robert S. Wyer, Jr., 211–235.
    Higgins, Edward Tory, Christopher Roney, Ellen Crowe, and Charles Hymes (1994), “Ideal versus Ought Predilections for Approach and Avoidance: Distinct Self-Regulatory System,” Journal of Personality and Social Psychology, 66 (2), 276—286.
    Hirschman, Elizabeth C. and Morris Holbrook (1982), “Hedonic Consumption: Emerging Concepts, Methods, and Propositions,” Journal of Marketing, 46 (3), 92–101.
    Jessen, Frank, Reinhard Heun, Michael Erbb, Dirk-Oliver Granatha, Uwe Klose, Andreas Papassotiropoulosa, and Wolfgang Groddb (2000), “The Concreteness Effect: Evidence for Dual Coding and Context Availability,” Journal of Brain and Language, 74 (1), 103–112.
    Kivetz, Ran and Itamar Simonson (2002), “Earning the Right to Indulge: Effort as a Determinant of Customer Preferences towards Frequency Program Rewards,” Journal of Marketing Research, 39 (5), 155–170.
    Kivetz, Ran and Yuhuang Zheng (2017), “The Effects of Promotions on Hedonic versus Utilitarian Purchases,” Journal of Consumer Psychology, 27 (1), 59–68.
    Kumar, Nanda and Izak Benbasat (2006), “Research note: The Influence of Recommendations and Consumer Reviews on Evaluations of Websites,” Information Systems Research, 17 (4), 425–439.
    Lee, Angela Y. and Edward Tory Higgins (2009), “The Persuasive Power of Regulatory Fit,” Social Psychology of Consumer Behavior, 319–333.
    Lee, Angela Y., and Jennifer Aaker (2004), “Bringing the Frame into Focus: The Influence of Regulatory Fit on Processing Fluency and Persuasion,” Journal of Personality and Social Psychology, 86 (2), 205–218.
    Lee, Angela Y., Punam Anand Keller, and Brain Sternthal (2010), “Value from Regulatory Construal Fit: The Persuasive Impact of Fit Between Consumer Goals and Message Concreteness,” Journal of Consumer Research, 36 (5), 735–747.
    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.
    Maass, Anne, Angela Milesi. Silvia Zabbini and Dagmar Stahlberg (1995), “Linguistic Intergroup Bias: Differential Expectancies or In-Group Protection,” Journal of Personality and Social Psychology, 68 (1), 116–126.
    Maass, Anne, Daniella Salvi, Luciano Arcuri, and Gun Semin (1989), “Language Use in Intergroup Contexts: The Linguistic Intergroup Bias,” Journal of Personality and Social Psychology, 57 (6), 981–993.
    Markman, Arthur B., Grant Baldwin, and W. Todd Maddox (2005), “The Interaction of Payoff Structure and Regulatory Focus in Classification,” Psychological Science, 16 (11), 852–855.
    Micu, Camelia and Tilottama Chowdhury, (2010), “The Effect of Message's Regulatory Focus and Product Type on Persuasion,” Journal of Marketing, 18 (2), 181–190.
    Moeser, Shannon Dawn (1974), “Memory for Meaning and Wording in Concrete and Abstract Sentences,” Journal of Verbal Learning and Verbal Behavior, 13 (6), 682–697.
    Paivio, Allan (1991), “Dual Coding Theory: Retrospect and Current Status,” Canadian Journal of Psychology, 45 (3), 255–287.
    Park, Chan Wook and Byeong Joon Moon (2003), “Product Involvement and Product Knowledge: Moderating Roles of Product Type and Product Knowledge Type,” Psychology and Marketing, 20 (11), 977−997.
    Pham, Michel Tuan, and Tamar Avnet (2004), “Ideals and Oughts and the Reliance on Affect versus Substance in Persuasion,” Journal of Consumer Research, 30 (4), 503–518.
    Schellekens, Gaby, Peeter Verlegh, and Ale Smidts (2010), “Language Abstraction in Word of Mouth,” Journal of Consumer Research, 37 (2), 207–223.
    —— (2012), “Linguistic Biases and Persuasion in Communication about Objects,” Journal of Language and Social Psychology, 32 (3), 291–310.
    Schwanenflugel, Paola J. and Randall W. Stowe (1989), “Context Availability and the Processing of Abstract and Concrete Words in Sentences,” Reading Research Quarterly, 24 (1), 114–126.
    Schwanenflugel, Paola J. and Shoben Edward J. (1983), “Differential Context Effects in the Comprehension of Abstract and Concrete Verbal Materials,” Journal of Experimental Psychology: Learning, Memory, and Cognition, 9 (1), 82–102.
    Semin, Gun and Klaus Fiedler (1988), “The Cognitive Functions of Linguistic Categories in Describing Persons: Social Cognition and Language,” Journal of Personality and Social Psychology, 54 (4), 558–568.
    Strahilevitz, Michal A. and John G. Myers (1998), “Donations to Charity as Purchase Incentives: How Well They Work May Depend on What You are Trying to Sell,” Journal of Consumer Research, 24 (4), 434–446.
    Trope, Yaacov and Nira Liberman (2003), “Temporal Construal,” Psychological Review, 110 (3), 403–421.
    —— (2010), “Construal-level Theory of Psychological Distance,” Psychological Review, 117 (2), 440–463.
    Trope, Yaacov, Nira Liberman, and Cheryl Wakslak (2007), “Construal Level Theory and Consumer Behavior,” Journal of Consumer Psychology, 17 (2), 113–117.
    Voss, Kevin, Eric Spangenberg, and Bianca Grohmann (2003), “The Hedonic and Utilitarian Dimensions of Consumer Attitude,” Journal of Marketing Research, 40 (3), 310–320.
    Wigboldus, Daniel H. J., Gun R. Semin, and Russell Spears (2000), “How Do We Communicate Stereotypes? Linguistic Bases and Inferential Consequences," Journal of Personality and Social Psychology, 78 (1), 5–18.
    Yoon, Yeosun, Gulen Sarial-Abi, and Zeynep Gurhan-Canli (2012), “Effect of Regulatory Focus on Selective Information Processing,” Journal of Consumer Research, 39 (1), 93–110.
    Zhang, Jason Q., Georgiana Craciun, and Dongwoo Shin (2010), “When Does Electronic Word-of-mouth Matter? A Study of Consumer Product Reviews,” Journal of Business Research, 63 (12), 1336–1341.

    無法下載圖示 全文公開日期 2024/12/13 (校內網路)
    全文公開日期 2024/12/13 (校外網路)
    全文公開日期 2024/12/13 (國家圖書館:臺灣博碩士論文系統)
    QR CODE