Using Trust and Willingness to Influence the Spread of Electronic Word-of-Mouth

Abstract

現代消費者時常使用網絡為尋找商品資訊的管道。網路上的購物心得或商品使用感想成了增加產品知名度的有效方式。網路口碑的重要性就在於能夠打響一個產品的知名度並增加顧客忠誠度。這不但是最省錢，也是最能快速達到成效的一個手段。如今在網路發達的社會，除了傳統的面對面的口碑傳播，我們更想要了解網路口碑的影響與傳遞。本研究對於人與人之間分享網路口碑的原因作了一個探討，去測量個人的信任程度，是否會影響他願意去溝通以及對話的結果。另外，本研究也將關係強度當作一個重要的變數納入研究範園。在統計方法上，本研究採用結構方程模式針對257名受測者所填寫的問卷進行分析。研究結果顯示，信任與網路口碑活動及正面網路口碑有顯著的負向關係。又，溝通意願與網路口碑的三個不同構念皆有顯著的關係。最後，本研究在管理意涵上提出網路口碑行銷如何研究的發現應用在實務上，進而達到網路口碑活動的綜效。

Modem consumers use the Internet as a ubiquitous channel for seeking information and sharing experiences prior, during, and after purchasing. Post-purchase statements made by electronic word- of-mouth have become a quick and efficient means to increase product awareness among consumers. Using electronic word-of-mouth is important for developing brands, increasing e-commerce website loyalty, and cuing consumer behavior. This research demonstrates how willingness to communicate and individual trust influences electronic word-of-mouth. Tie strength is the construct used to measure interactions between trust and willingness among 257 survey respondents. Structural equation modeling was applied to test the model and hypotheses. The research results support the hypothesis that there is a significant relationship between trust and electronic word of mouth. The results also show that willingness to communicate has significant relationships with electronic word-of mouth-activity, positive electronic word-of-mouth, and negative electronic word-of-mouth. Finally, the study presents the managerial implications of using electronic word of mouth for Internet marketing and maintaining consumer loyalty.