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研究生：	丁嘉哲 Ding, Jia-Che
論文名稱：	C2C 線上二手市場中傳染效應與敘事轉移效果間的影響 The Effect of Contagion vs. Narrative Transportation in Online C2C Second Hand Market Context
指導教授：	高如妃 Kao, Faye J.
學位類別：	碩士 Master
系所名稱：	管理學院 - 國際經營管理研究所碩士在職專班 Institute of International Management (IIMBA--Master)(on the job class)
論文出版年：	2017
畢業學年度：	105
語文別：	英文
論文頁數：	93
中文關鍵詞：	網拍、電子商務、感染效應、敘事轉移、故事行銷、產品涉入、真實性
外文關鍵詞：	C2C, e-commerce, Contagion, Narrative transportation, Storytelling, Marketing, Product involvement, Authenticity
相關次數：	點閱：105 下載：7
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在零售業，先前的研究發現人們對於被其他人碰過的產品較不喜歡，主要是因為一個潛藏的機制－感覺噁心所導致。本研究的焦點在於觀察網拍市場中運用故事行銷的方式介紹二手商品能否改變上述的影響並進而提高消費者對該二手商品的評價。本研究運用兩組實驗來檢驗敘事轉移及感染效應間的影響，並在兩組實驗內操弄共五種情境。研究結果顯示敘事型的訊息較分析型的訊息能提高產品的評價，即使敘事型的訊息內容透露了該產品曾與人接觸過的負面訊息。此現象能透過敘事轉移機制來做解釋，敘事轉移能將讀者拉進故事的情節裡並分散讀者對產品訊息的專注力。本研究也發現，相較於高產品涉入的讀者，低產品涉入的讀者更容易被敘事型的訊息影響。

In retail context, prior studies indicated that people find less favorable to product that was touched by someone else due to the underlying mechanism called feeling of disgust. This research focus on whether narrative message on second hand product can alter such effect and elicit higher evaluation toward the product in online C2C second hand market context. To examine the effect of narrative transportation and the effect of contagion, two experiments are conducted with five different manipulations and two categories of product are applied in the experiments. Research results show that narrative message elicits higher evaluations than analytic message on second hand product, even though the narrative message is manipulated with a negative contact source of a person. This phenomenon can be explained by narrative transportation, an underlying mechanism that pulls message viewer into the plot of a narrative and distracts them from the utility message. Research also found that people with low product involvement can be easily manipulated by narrative message than people with high product involvement.

ABSTRACT	I
摘  要	II
Acknowledgements	III
Table of Contents	IV
List of Tables	IX
List of Figures	X
CHAPTER ONE INTRODUCTION	11
1 Research Background and Motivation	11
1.1 C2C e-commerce market	11
1.2 Second hand product	13
1.3 Storytelling Marketing	14
2 Research Objective	15
CHAPTER TWO LITERATURE REVIEW	16
1 Storytelling Marketing	16
1.1 Storytelling Marketing Overview	16
1.2 Narratives	17
1.3 Transportation	18
2 C2C market	21
2.1 C2C market overview	21
2.2 Resale Intention	21
2.3 Trustworthiness	22
3 Contagion Theory	22
3.1 The law of contagion	22
3.2 Disgust	23
3.3 Visibility	24
3.4 Source of Contagion: Person	24
3.5 Source of Contagion: Product	26
3.6 Source of Contagion: Manufacture Information	26
3.8 Summary	28
4 Hypothesis Development	29
4.1 Contagion theory in C2C context	29
4.2 Narrative message on second hand product	29
4.3 Feeling of disgust toward second hand product	30
4.4 Narrative Transportation	30
4.5 Product involvement	31
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY	33
1 Research Framework	33
2 Construct Measurement	34
2.1 Two Experimental Design	34
2.2 Communication Mode	35
2.3 Contact Source	36
2.4 Transportation	36
2.5 Message Quality	37
2.6 Evaluations: Disgust	37
2.7 Evaluations: Product Authenticity	38
2.8 Evaluations: Seller Credibility & Pricing Effect	39
2.9 Evaluations: Overall Product Evaluation	39
2.10 Product Involvement	40
2.11 Evaluations: Purchase Intention	41
3 Hypotheses	41
4 Data Collection	42
CHAPTER FOUR RESEARCH RESULTS	45
1 Reliability Test	45
2 Hypotheses Test for Experiment 1 (Tableware)	46
2.1 Experiment 1: Rule out potential factors	46
2.2 Experiment 1: Testing Hypotheses H1a (Product Authenticity)	47
2.3 Experiment 1: Testing Hypotheses H1b (Overall Product Evaluation)	49
2.4 Experiment 1: Testing Hypotheses H1c (Purchase Intention)	51
2.5 Experiment 1: Testing Hypotheses H2 (Disgust)	52
2.6 Experiment 1: Testing Hypotheses H3 (Transportation mediates the influence of communication mode on evaluations)	55
2.7 Experiment 1: Testing Hypotheses H3a (Message Quality)	55
2.8 Experiment 1: Testing Hypotheses H3b (Overall Product Evaluation)	57
2.9 Experiment 1: Testing Hypotheses H3c (Purchase Intention)	59
2.10 Experiment 1: Testing Hypotheses H3d (Feeling of Disgust)	60
3 Hypotheses Test for Experiment 2 (Painting)	61
3.1 Experiment 2: Rule out potential factors	61
3.2 Experiment 2: Testing Hypotheses H1a, H1b, and H1c	62
3.3 Experiment 2: Testing Hypotheses H2	62
3.4 Experiment 2: Testing Hypotheses H3a, H3b, H3c, and H3d	63
3.5 Experiment 2: Testing Hypotheses H4: Narrative message on second hand product moderates the influence of product involvement on evaluations	66
3.6 Experiment 2: Testing Hypotheses H4a (Feeling of Disgust)	66
3.7 Experiment 2: Testing Hypotheses H4b (Purchase Intention)	68
3.8 Experiment 2: Testing Hypotheses H4c (Overall Product Evaluation)	69
3.9 Experiment 2: Testing Hypotheses H4d (Product Authenticity)	71
3.10 Experiment 2: Testing Hypotheses H4e (Transportation)	72
4 Hypotheses Test Summary	74
CHAPTER FIVE CONCLUSION AND SUGGESTIONS	76
1 Research Conclusion	76
1.1 Main idea of the research	76
1.2 Narrative message elicits higher evaluation than analytic message	77
1.3 Narrative message helps reduce the feeling of disgust	77
1.4 Transportation as an underlying mechanism	78
1.5 Product involvement as a moderator	78
2 Managerial Implication	78
3 Limitation and Suggestion	81
References	83
APPENDICES	86
Appendix: Manipulations and Questionnaire	86
Manipulation 1: Narrative message with Contact Source from a Person	86
Manipulation 2: Narrative message with Contact Source of manufacture information	87
Manipulation 3: Analytic message as an control group	88
Manipulation 4: Narrative message with Contact Source from a person	89
Manipulation 5: Analytic message with Contact Source of Manufacture Information	90
Questionnaire:	91
                                    

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校內：2022-07-05公開
校外：2022-07-05公開

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