網路口碑宣傳與消費者正面情緒之形成:以網路留言版為例

Abstract

口碑（word-of-mouth）研究為消費者行為領域重要的一環，隨著網路的發達，網路口碑行為（electronic word-of-mouth）的研究更加受到重視，病毒行銷（Viral Marketing）、部落格行銷（Blog Marketing）等新興的行銷方式即是由網路口碑所因應而生。 本研究以網路討論社群為標的，參考Mehrabian and Russell（1974）的「Stimulus－Organism－Response」模型作為研究架構之基礎，以口碑傳播者在傳播時的正面情緒為研究重心，探討前因變數（分享動機、認同動機、人際互動動機、網路匿名性/方便性、平台機制與互動性）、中介變數（傳播網路口碑時的正面情緒）、結果變數（虛擬社群認同感、沈浸經驗）之間的關係。 經由LISREL模型分析，結果顯示當消費者的分享動機、人際互動動機越高時，其傳播網路口碑時的正面情緒越強烈；而認同動機與網路匿名性、方便性則和傳播網路口碑時的正面情緒無關；網路平台機制與互動性越佳時，則消費者對網路社群的認同感會越高，其傳播網路口碑時的正面情緒也會越強烈；而當消費者傳播網路口碑時的正面情緒越強烈，其對網路社群的認同感會越高、沈浸經驗也會越強烈。

“Word-of-mouth” has been an important part of consumer behavior research. As internet booms, “electronic word-of-mouth” become another focal research issue, and there are many related marketing terms come out, such as “viral marketing”, “Blog marketing” etc. This research focus on virtual community and use the「Stimulus－Organism－Response」model concept which was figured out by Mehrabian and Russell in 1974. With the M-R model, we put emphasis on the emotions of the senders who spread the words on the internet and define personal motivations and environmental factors as antecedent, sense of vitual community and flow experience as consequences of positive emotions. And personal motivations comprise sharing motives, approval motives and interaction motives, environmental factors comprise internet anonymity/convenience and platform mechanism. The research results after LISREL analysis are as follows： 1. The stronger the sharing motives and interaction motives, the stronger the positive emotions of the senders while he is spreading the eWOM. 2. There is no stronge relationship between approval motives and the positive emotions of the senders while he is spreading the eWOM. 3. There is no stronge relationship between internet anonymity/convenience and the positive emotions of the senders while he is spreading the eWOM. 4. The better the platform mechanism, the stronger the positive emotions of the senders while he is spreading the eWOM and the stronger the sense of virtual community. 5. The stronger the positive emotions of the senders while he is spreading the eWOM, the stronger the sense of virtual community and the flow experience.