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研究生：	方幸意 Fang, Hsing-Yi
論文名稱：	網路口碑訊息特性對消費者品牌態度之影響 Effects of Electronic Word of Mouth on Brand Attitude: The Moderating Roles of Consumer Self-Confidence and Perceived Risk
指導教授：	吳萬益 Wu, Wann-Yih
學位類別：	碩士 Master
系所名稱：	管理學院 - 國際企業研究所 Institute of International Business
論文出版年：	2006
畢業學年度：	94
語文別：	英文
論文頁數：	123
中文關鍵詞：	知覺風險、網路口碑、知覺可信度、品牌信任、品牌情感、消費者自信心
外文關鍵詞：	Brand Trust/Affect, Perceived Credibility, Consumer Self-Confidence and Perceived Risk, eWOM (electronic word of mouth)
相關次數：	點閱：183 下載：8
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網路的蓬勃興起帶動消費者言論之自由傳播，消費者間的互動影響力漸成為行銷領域之重要議題。消費者透過網路不僅可以大量收集來自其他消費者之消費經驗或產品評論資訊，此外亦可讓消費者分享其產品使用經驗，與其他消費者進行互動。
另一方面，消費者於網路傳播之訊息不同於一般商業廣告訊息，而被視為更具說服力與客觀性。再者，根據過去口碑文獻可知，研究焦點多為探究傳播者之傳播動機與專業性。然而，不同於口耳相傳之傳統口碑訊息，若考量網路口碑之匿名與書面特性，消費者面對網路口碑訊息所知覺之可信度與造成之品牌態度之影響為何？此外，由於過去口碑理論較少針對接收者之特質進行探究，因此本研究亦納入重要之消費者特質變數－自信心與知覺風險，以進一步探究其對於消費者面對網路口碑訊息與品牌態度間之干擾影響。

　　根據上述研究目的，本研究將於網路上採實驗設計法探究兩種不同特性之網路口碑（歡樂面導向；功利面導向）對消費者之知覺可信度、品牌態度之影響。並探究消費者自信心與知覺風險對口碑訊息與品牌態度間之干擾關係。本研究對象係鎖定曾經使用網路搜尋口碑訊息之消費者。此外，本研究於網路收集151份有效樣本進行研究，並採用多變量分析、簡單回歸分析、線性結構分析等進行統計分析檢視。

　　根據本研究結果分析，所得結論有三：
1.不同特性之網路口碑訊息特性(歡樂面導向；功利面導
向)對消費者知覺可信度造成顯著性影響，且歡樂面導
向之網路口碑影響較大。
2.消費者對網路口碑之知覺可信度正面影響品牌信任、
品牌情感與行為意圖。
3.消費者自信心與知覺風險與網路口碑訊息特性與知覺
可信度間之關係、知覺可
　信度與品牌信任與品牌情感間之關係有顯著性之干擾
影響。

With the popularity of Internet, it has not only extended the consumers’ opinions for gathering unbiased product information from other consumers but also provided the opportunity for consumers to offer their own consumption related experiences by engaging in electronic word of mouth. It is interesting to investigate the persuasive effects of different types of eWOM messages on brand attitude since eWOM messages are noncommercial, different from advertising messages. Besides, different from WOM, the features of eWOM are anonymity and thus are lacking of credibility for sources (Chueh, 2004). However, a large proportion of consumers adopt the peer recommended opinions, irrespective of the peer recommender’s profile (Smith et al., 2005). Suppose a consumer is seeking eWOM for some unfamiliar products or brands, but fails to identify its credibility, how can he or she evaluate product/ brand from the eWOM?

Besides, with more and more powerful consumer influence, it is important to explore deeper latent individual factors to understand consumer behaviors. Therefore, this study is also to propose that both perceived risk and consumer self-confidence are important moderating variables that serve as a boundary condition for the effects of eWOM messages on brand attitude.

Based on the above discussion, the purpose of this study is to evaluate the content of eWOM, consumer self-confidence and perceived risk on the interrelationships among brand trust, brand affect and behavioral intentions. The moderating effects of perceived risk and consumer self-confidence on the WOM –attitude model will be investigated as well. The population is the average consumers who have ever used Internet to search WOM information. The research framework and hypotheses of this study are proposed to examine. Structured Internet questionnaires are used to collect data from the consumers, and 151 completed questionnaires are put into analysis. Statistic methods, including factor analysis, Cluster Analysis, ANOVA, MONOVA, multiple regression and SEM are used for further examination.

According to the results of this study, several conclusions are made as follows:

1. The different types of eWOM have significant influence on consumers’ perceived credibility Besides, more hedonic eWOM influences more than more utilitarian eWOM;
2. Consumers’ perceived credibility toward the eWOM positively impact on brand trust and
brand affect and behavioral intentions;
3. The moderating effects of consumer self-confidence and perceived risk have significant
impacts on the relationships between the effects of eWOM and perceived credibility as 　
　well as perceived credibility and brand trust/affect.

TABLE OF CONTENTS
INTRODUCTION............................................................................................................1
1.1 Research Background and Motivations ...............................................................1
1.2 Research Objectives and Contributions...............................................................5
1.3 Research Project .................................................................................................7
1.4 Research Flows and Research Structure..............................................................7
1.5 The Structure of This Study ................................................................................9
CHAPTER TWO ...........................................................................................................11
LITERATURE REVIEW..............................................................................................11
2.1 Definition of Research Constructs ..........................................................................11
2.1.1 Electronic Word of Mouth and Related Concepts.............................................11
2.1.2 Perceived Risk.................................................................................................16
2.1.3 Consumer Self-Confidence and Related Concepts ...........................................19
2.1.4 Brand Trust......................................................................................................22
2.1.5 Brand Affect ....................................................................................................24
2.1.6 Behavioral Intentions.......................................................................................25
2.2 Hypotheses Development .......................................................................................26
2.2.1 Interrelationships between Content of Electronic Word of Mouth messages and
Perceived Credibility................................................................................................26
2.2.2 Interrelationships between Consumer Self-Confidence and Perceived Risk......28
2.2.3 Interrelationships between Consumer Self-Confidence and Brand Trust...........29
2.2.4 Interrelationships among Perceived Credibility, Brand Trust and Brand Affect.29
2.2.5 Interrelationships among Brand Trust, Brand Affect and Behavioral Intentions30
2.2.6 Moderating Effect on Electronic Word of Mouth and Perceived Credibility .....31
2.2.7 Moderating Effects on Perceived Credibility, Brand Trust and Brand Affect ....33
CHAPTER THREE .......................................................................................................36
RESEARCH DESIGN AND METHODOLOGY .........................................................36
3.1 Research Model......................................................................................................36
3.2 Hypotheses to Be Tested.........................................................................................37
3.3 Operationalization of Research Variables................................................................38
3.4 Methodology..........................................................................................................38
3.4.1 Experimental Design and Stimuli.....................................................................38
II
3.4.2 Sampling Design and Procedure ......................................................................39
3.5 Construct Measurement ..........................................................................................40
3.5.1 Hedonic /Utilitarian attitude.............................................................................41
3.5.2 Perceived Credibility .......................................................................................41
3.5.3 Perceived Risk.................................................................................................42
3.5.4 Consumer Self-Confidence ..............................................................................43
3.5.5 Brand Affect ....................................................................................................45
3.5.6 Brand Trust......................................................................................................46
3.5.7 Behavioral Intentions.......................................................................................46
3.6 Questionnaire Design .............................................................................................47
3.7 Data Analysis Procedures .......................................................................................47
3.7.1 Descriptive Statistics Analysis .........................................................................47
3.7.2 Purification and Reliability of the Measurement Variables ...............................48
3.7.3 Interrelationships between Research Variables .................................................49
CHAPTER FOUR..........................................................................................................52
DESCRIPTIVE ANALYSIS AND RELIABILITY TESTS..........................................52
4.1 Introduction............................................................................................................52
4.2 Descriptive Analysis...............................................................................................52
4.2.1 Data collection.................................................................................................52
4.2.2Characteristics of Respondents .........................................................................53
4.3 Reliability of Constructs.........................................................................................54
4.3.1 Hedonic/ Utilitarian attitude.............................................................................55
4.3.2 Perceived Credibility .......................................................................................57
4.3.3 Brand Trust......................................................................................................58
4.3.4 Brand affect .....................................................................................................60
4.3.5 Behavioral Intentions.......................................................................................61
4.3.6 Perceived Risk.................................................................................................62
4.3.7 Consumer Self-Confidence ..............................................................................64
4.4 Manipulation Checks..............................................................................................67
CHAPTER FIVE ...........................................................................................................68
RESEARCH ANALYSIS AND RESULTS....................................................................68
5.1 Interrelationships Among Research Variables .........................................................68
5.1.1 Interrelationship between the Content of eWOM Messages and Perceived
Credibility. ...............................................................................................................68
5.1.2 Interrelationship between Consumer Self-Confidence and Perceived Risk .......70
III
5.1.3 Interrelationship between Consumer Self-Confidence and Brand Trust ............71
5.1.4 Interrelationship among Perceived Credibility, Brand Trust .............................72
and Brand Affect ......................................................................................................72
5.1.5 Interrelationship among Brand Trust, Brand Affect and Behavioral Intentions .74
5.2 Moderating Effects of Consumer Self-Confidence and Perceived Risk toward the
content of eWOM on Perceived Credibility ..............................................................76
5.2.1 The Moderating Effect of Consumer Self-Confidence......................................77
5.2.2 The Moderating Effect of Perceived Risk.........................................................79
5.3 Moderating Effects of Consumer Self-Confidence and ...........................................80
Perceived Risk toward Perceived Credibility on Brand Trust and Brand Affect 80
5.3.1 The Moderating Effect of Consumer Self-Confidence......................................81
5.3.2 The Moderating Effect of Perceived Risk.........................................................84
5.4 Structural Equation Model (SEM) of Overall Fitness about Research Model ..........86
5.4.1 Full Model.......................................................................................................87
CHAPTER SIX..............................................................................................................91
CONCLUSIONS AND SUGGESTIONS ......................................................................91
6.1 Research Conclusions.............................................................................................91
Reference ........................................................................................................................98
APPENDIX ..................................................................................................................103
SURVEY QUESTIONNAIRE .....................................................................................103
LIST OF TABLES
Table 4-1 Characteristics of the Respondents (n=151) ..................................................................53
Table 4-2 Results of Reliability Tests on Hedonic/Utilitarian Attitude...........................................56
Table 4-3 Correlation Matrix for Hedonic/Utilitarian Attitude ......................................................56
Table 4-4 Results of Reliability Tests on Perceived Credibility.....................................................57
Table 4-5 Correlation Matrix for Perceived Credibility.................................................................58
Table 4-6 Results of Reliability Tests on Brand Trust ...................................................................59
Table 4-7 Correlation Matrix for Brand Trust ...............................................................................59
Table 4-8 Results of Reliability Tests on Brand Affect..................................................................60
Table 4-9 Correlation Matrix for Brand Affect..............................................................................61
Table 4-10 Results of Reliability Tests on Behavioral Intentions...................................................62
Table 4-11 Correlation Matrix for Behavioral Intentions...............................................................62
Table 4-12 Results of Reliability Tests on Perceived Risk.............................................................63
Table 4-13 Correlation Matrix for Perceived Risk ........................................................................64
Table 4-14 Results of Reliability Tests on Consumer Self-Confidence..........................................65
Table 4-15 Correlation Matrix for Consumer Self-Confidence......................................................67
Table 4-16 Manipulation Check for the Hedonic and Utilitarian e-WOM .....................................67
Table 5-1 One way ANOVA for Hypothesis 1 ..............................................................................69
Table 5-2 Effects of Consumer Self-Confidence on Perceived Risk ..............................................70
Table 5-3 Effects of Consumer Self-confidence on Brand Trust....................................................71
Table 5-4 Effects of Perceived Credibility on Brand Trust ............................................................73
Table 5-5 Effects of Perceived Credibility on Brand Affect...........................................................74
Table 5-6 Effects of Brand Trust and Brand Affect on Behavioral Intentions.................................75
Table 5-7 Main Effects of the Two Types of eWOM and Consumer Self-Confidence....................78
Table 5-8 Interaction Effect: the Two Types of eWOM by Consumer Self-Confidence .................78
Table 5-9 Main Effects of the Two Types of eWOM and Consumer Self-Confidence....................79
Table 5-10 Interaction Effect: the Two Types of eWOM by Consumer Self-Confidence ...............80
Table 5-11 Main Effects of Perceived Credibility and Consumer Self-Confidence ........................83
Table 5-12 Interaction Effect: Perceived Credibility by Consumer Self-Confidence......................83
Table 5-13 Main Effects Perceived Credibility of and Perceived Risk...........................................85
Table 5-14 Interaction Effect: Perceived Credibility by Perceived Risk ........................................85
Table 5-15 The Standard Coefficient and Model Fit Statistics.......................................................87
Table6-1 Proofs of Hypotheses ....................................................................................................91
LSIT OF FIGURES
Figure1-1 The Conceptual Framework of this Study...........................................................6
Figure 1-2 Research Flow Chart.........................................................................................8
Figure 3-1 The Research Model of This Study .................................................................36
Figure3-2 Statistical Data Analysis Techniques Adopted in this Study..............................51
Figure 5-1 Moderating Effects of Consumer Self-Confidence on the Relationship............78
between the Two Types of eWOM and Perceived Credibility ...........................................78
Figure 5-2 Moderating Effects of Perceived Risk on the Relationship between the...........80
Two Types of eWOM and Perceived Credibility...............................................................80
Figure 5-3 Moderating Effects of Consumer Self-Confidence on the Relationship ...........83
between the Perceived Credibility and Brand Trust ..........................................................83
Figure 5-4 Moderating Effects of Consumer Self-Confidence on the Relationship ...........84
between the Perceived Credibility and Brand Affect ........................................................84
Figure 5-5 Moderating Effects of Perceived Risk on the Relationship between the...........86
Perceived Credibility and Brand Trust..............................................................................86
Figure 5-6 Moderating Effects of Perceived Risk on the Relationship between the...........86
Perceived Credibility and Brand Affect ............................................................................86
Figure5-7 Structural Equation Model of this study ...........................................................90

                                    

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