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研究生： 陳彥蓉
YEN - JUNG CHEN
論文名稱： 負面圖像口碑對消費者旅館選擇之影響
WHY CUSTOMERS TAKE NWOM WITH VISUL INFORATMION INTO ACCOUNT-IN SELECTING HOTELS
指導教授： 林孟彥
Tom M.Y Lin
口試委員: 欒斌
Pin Luarn
蔡瑤昇
Yau-Sheng Tsai
學位類別： 碩士
Master
系所名稱： 管理學院 - 管理學院MBA
School of Management International (MBA)
論文出版年： 2014
畢業學年度： 102
語文別： 英文
論文頁數： 79
中文關鍵詞： 網路負面口碑 、網路旅館評價 、圖像口碑 、旅館聲譽 、餐飲業 、旅館業電子商務
外文關鍵詞： Online Negative Word of Mouth, Online Hotel Review, Word of Mouth with Visual information, Hotel Reputation, Hospitality, Hotel E-commerce
相關次數： 點閱：399  下載：9 
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  •  上一筆

    • 透過旅客附有圖片的評價，旅館口碑接收者能得到相對客觀及可信的評論。口碑傳送者的表逹強度-具有說服力的論證，例如附有圖片訊息的口碑，能增加口碑接收者之信任。當旅館口碑接收者發現評價圖片與旅館官方圖片不一致時，其感知風險將提升以避免光顧風評不好的旅館。

    負面圖像口碑說明了顧客滿意度概念的重要性。根據當代之學說，此研究將棎討負面圖像口碑對消費者旅館選擇之影響，藉此提供網路商場及旅館業一個有用的知識。

    WOM receivers are able to get a comparatively objective and credible evaluation with online photo collection of hotel reviews uploaded by former travelers. WOM senders’ strength of expression- convincing argument like WOM with visual information increase WOM receivers’ trust. When these WOM receivers find the inconsistency between hotel official photos and guest photos, their sense of perceived risk increases, and makes them to avoid patronizing the bad-reputation hotels.

    Negative word-of-mouth with visual information illustrates the importance of customer satisfaction concept. In accordance with the implication on negative word-of-mouth asserted by present studies, this study detects why customers take negative hotel word-of-mouth into account in selecting hotels, and provides useful knowledge for online markets and hospitality industry.

    TABLE OF CONTENTS ABSTRACT................................................ i ACKNOWLEDGEMENT .................................................... ii TABLE OF CONTENTS .................................. iii LIST OF TABLES ........................................................... vi LIST OF FIGURES .......................................................... vii Chapter 1: Introduction .................................................. 1 1.1 Motivation and Background ............................................ 1 1.1.1 Motivation ......................................................... 1 1.1.2 Background ......................................................... 4 1.2 Purpose of Research .................................................. 7 1.3 Contents and Thesis Flowchart ........................................ 9 Chapter 2: Literature Review ............................................. 11 2.1 Word-of-Mouth (WOM/ eWOM) ............................................ 11 2.1.2 eWOM in Hospitality Industry ....................................... 12 2.2 Consumer Engagement in WOM ........................................... 14 2.2.1 Perceived Risk and Activity ........................................ 14 2.2.2 Expertise and Credibility .......................................... 15 2.2.3 Tie Strength, Homophily and Credibility ............................ 18 2.2.4 Objectivity and Credibility ........................................ 19 2.3 Visual Information ................................................... 20 2.3.1 Visual Information and Consumer Behavior ........................... 20 2.3.2 Visual Information and Social Media ................................ 22 2.3.3 NWOM with Visual Information ....................................... 22 2.4 Negative Word-of-Mouth (NWOM)......................................... 25 2.4.1 NWOM on Shift in Purchase Probability .............................. 27 2.5 A Review of Current Studies .......................................... 28 Chapter 3: Research Design and Methodology ............................... 30 3.1 Research Framework ................................................... 30 3.1.1 Hypotheses ......................................................... 31 3.2 Research Design ...................................................... 32 3.3 Sampling Procedure ................................................... 33 3.4 Instrument and Questionnaire Design .................................. 34 3.5 Sampling Collection .................................................. 36 Chapter 4: Results and Analysis .......................................... 37 4.1 Descriptive Analysis ................................................. 37 4.1.1 Demographic Analysis ............................................... 38 4.1.2 Respondents’ Involvement in Online Reviews ......................... 38 4.2 Factor Analysis ...................................................... 40 4.2.1 Measurement Model Evaluation ....................................... 40 4.2.2 Exploratory Analysis ............................................... 47 4.3 Testing the Hypotheses ............................................... 51 4.3.1 Antecedent Effect of Perceived Risk ................................ 52 4.3.2 The Direct Effect of Source Credibility ............................ 53 4.3.3 The Moderate Effect of Expertise, Homophily and Objectivity ........ 53 Chapter 5: Conclusion .................................................... 55 5.1 Discussion ........................................................... 55 5.2 Implications ......................................................... 59 5.3 Limitations .......................................................... 61 5.4 Recommendations for Future Research .................................. 62 REFERENCE ................................................................ 64 APPENDIX ................................................................. 68 Appendix 1: Online Questionnaire ......................................... 68 Appendix 2: Mock Hotel Review Site – Online Hotel Review (A) ............. 71 Appendix 3: Mock Hotel Review Site – Online Hotel Review (B) ............. 72 Appendix 4: Paper-Based Questionnaire .................................... 73 Appendix 5: A Total of 469 Valid Responses ............................... 78 Appendix 6: Sampling Procedure ........................................... 79

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