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研究生： 吳姮憓
Heng-Hui Wu
論文名稱： 網際網路消費訊息傳播模式之建立與驗證
Developing and examining the models of product message dissemination on the Internet
指導教授： 林孟彥
Tom M. Y. Lin
口試委員: 盧希鵬
Hsi-Peng Lu
郭人介
R. J. Kuo
胡同來
Tung-Lai Hu
蔡渭水
Wei-Shui Tsai
高長
Charng Kao
廖文志
Wen-Chih Liao
學位類別： 博士
Doctor
系所名稱： 管理學院 - 企業管理系
Department of Business Administration
論文出版年： 2006
畢業學年度： 94
語文別： 英文
論文頁數： 82
中文關鍵詞： 口碑 、網碑 、線上社群 、電子郵件 、關係
外文關鍵詞： Word-of-Mouth, Word-by-Mouse, Online Communities, E-mails, guanxi
相關次數： 點閱：402  下載：26 
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    • 口碑傳播被認為是影響消費決策最甚之行銷工具。隨著網際網路之普及，愈來愈多人利用網際網路當作傳送產品或服務相關訊息之工具，此一傳播行為特徵主要為非面對面、利用文字或圖片進行傳播，有別於傳統面對面、口語式的口碑傳播行為。因此，對於行銷研究而言，有必要建立專門探討網際網路消費訊息傳播之模式，以增進對此一議題之了解。
    本論文將網際網路之傳播管道分為兩種，一為線上社群；另一為電子郵件方式，針對此二種管道各自進行一個實證研究。本論文之第一個研究，為奠基於社會認同理論與社會交換理論基礎下，提出一個用於解釋人們在線上社群如何進行消費訊息傳播之理論模式，並且利用線性結構模式（LISREL 8.3）驗證該理論模式之適切性。研究結果指出當人們之產品涉入或網際網路涉入愈高時，會增加人們對社群認同度之程度，就愈有可能會在線上社群傳播消費訊息，進而在實體生活中進行口碑傳播影響他人之購物決策。據此，建議線上社群管理者可以以此結果作為管理線上社群之參考。
    本論文之第二個研究為考量台灣社會現象之一，為利用電子郵件將資訊分享給他人的作法，已逐漸成為人們發展關係的一種新文化趨勢。如何能有效地藉由人們傾向於利用轉寄電子郵件之便，以建立關係的行為模式幫助企業成功傳播企業相關訊息，則成為企業所必須重視與深思的議題。本研究以社會心理學之個人情緒狀態會激發或抑制特定行為理論及資訊豐富理論為基礎，提出解釋電子郵件引發收件者的情緒反應及電子郵件格式與收件者轉寄意願之關係。結果發現當電子郵件內容讓人們感受較多的正面情緒時，或電子郵件的內容呈現較為豐富的資訊時，包括：信件長度較長或是含有影音資料的電子郵件，人們的轉寄意願會比較高。而引發負面情緒反應的電子郵件與轉寄意願無顯著關係。據此，本研究建議行銷管理者可立基於本研究所提出之較易被收件者轉寄予他人的電子郵件之特徵，作為企業進行行銷訊息傳播應用之參考。
    總結地說，本論文藉由兩個實證研究，對網際網路消費訊息傳播模式此一問題，提出一部份的解答，雖未能提出一個無所不包的理論模式，但已使我們對此問題之了解更向前跨進一大步。最後，本論文亦對未來研究方向提出一些建議。

    This thesis draws on theories on social psychology, marketing and information management literature to develop two explanatory models that how and why people transmit product messages on the Internet.
    The first study examined consumers’ involvement with product and the Internet in relation to opinion-giving behavior intentions. Data were collected from 197 posters in a specific online community, i.e. an electronic bulletin board, for cosmetics. Results showed that the influence of posters’ product involvement on “word-by-mouse” (WBM) in an online community and “word-of-mouth” (WOM) in the real world was mediated through the process of group identification, whereas Internet involvement can only influence WBM and WOM when Internet involvement is fully through group identification. Results also showed that posters high in WBM in an online community are more likely to spread WOM in the real world.
    The second study aims to explain why e-mails trigger emotional response states in receivers and to explore the influence of e-mail formats on the receivers’ intention to forward e-mails. Data was collected from 305 undergraduate and EMBA students in one university in northern Taiwan. We asked participants to fill out the questionnaire based on any forwarded e-mail that they had recently received. The result reveals that people will have a stronger intention to forward e-mails that make them feel positive emotions, display richer information, are greater in length, or include audio and visual information. Enterprises can use this model in developing better guanxi with their customers.
    In sum, this thesis provides an understanding for the issue of message dissemination on the Internet. Further research directions are also discussed.

    Table of Contents 中文摘要 I ABSTRACT II 謝誌 III TABLE OF CONTENTS VI LIST OF TABLES VIII LIST OF FIGURES IX 1. INTRODUCTION 1 1.1 BACKGROUND 1 1.2 PURPOSE OF THE THESIS 2 1.3 ORGANIZATION OF THE THESIS 4 1.4 REFERENCE 5 2. ESSAY1: THE INFLUENCE OF CONSUMERS' INVOLVEMENT ON WORD-BY-MOUSE AND WORD-OF-MOUTH 6 2.1 ABSTRACT 6 2.2 INTRODUCTION AND BACKGROUND 7 2.2.1 Opinion-giving behavior intentions defined 10 2.3 HYPOTHESIS 12 2.3.1 WBM and WOM 12 2.3.2 Product involvement and opinion-giving behavior intentions 13 2.3.3 Product involvement, Internet involvement, group identification and opinion-giving behavior intentions 15 2.4 METHODS 19 2.4.1 Research context 19 2.4.2 Data collection procedures 20 2.4.3 Samples 20 2.4.4 Measures 21 2.4.5 Analysis 24 2.5 RESULTS 24 2.5.1 Measurement model 25 2.5.2 Testing the proposed model 28 2.6 DISCUSSION AND IMPLICATIONS 29 2.6.1 Limitations and further research 32 2.6.2 Managerial implications 34 2.7 REFERENCES 36 3. ESSAY2: WHY ARE SOME E-MAILS FORWARDED AND OTHERS NOT? 43 3.1 ABSTRACT 43 3.2 INTRODUCTION 44 3.3 THE IMPACT OF EMOTIONAL RESPONSES ON E-MAIL FORWARDING INTENTION 47 3.3.1 Positive emotional responses 49 3.3.2 Negative emotional responses 50 3.3.3 Control variables: the e-mail format 52 3.3.4 Length of e-mail 53 3.3.5 Audio and visual information 54 3.3.6 Embedded vs. attached 54 3.4 METHODS 55 3.4.1 Participants and research procedures 55 3.4.2 Measures 57 3.4.2.1 Control variables: e-mail format 57 3.4.2.2 Positive emotional responses 58 3.4.2.3 Negative emotional responses 59 3.4.2.4 E-mail forwarding intention 59 3.4.2.5 Analysis 60 3.5 RESULTS 60 3.6 DISCUSSION AND CONCLUSION 62 3.7 REFERENCES 68 4. CONCLUSION 74 4.1 SUMMARY OF THE RESEARCH 74 4.2 CONTRIBUTIONS AND IMPLICATIONS 76 4.3 SUGGESTIONS FOR FUTURE RESEARCH 77 4.3.1 Different channels of Internet settings 77 4.3.2 Measurement of product/service on the Internet 77 4.3.3 Longitudinal research design 78 4.3.4 Cross culture 78 4.4 FINAL REMARKS 79 4.5 REFERENCE 80 作者簡介 81 List of Tables Table 2-1 Means, standard deviations, and correlation matrices among variables 25 Table 2-2 Results of measurement model for the proposed model 27 Table 3-1 Means, standard deviations, and correlation matrix among variablesa 60 Table 3-2 Hierarchical regression analysis for testing e-mail forwarding intentiona 62 List of Figures Figure 2-1 Conceptual model of involvements and opinion-giving behavior intentions 12 Figure 3-1 Hypothesized relationships between constructs 55

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