廣告對網路口碑效果之影響

Abstract

網路的使用，使得資訊的傳遞無遠弗屆，並且由於方便匿名，使得現今消費者趨於使用網路來傳遞口碑，此稱為網路口碑。由於網路口碑的高可信度、易激起讀者的同理心態等種種特色，讓網路口碑對消費者的影響，遠超出一般所想像，甚至更甚於廣告之作用。然而，在此同時，廣告是否成為行銷上的次要角色呢？ 本研究分為三部分來探討，分別為「網路口碑的影響」、「網路口碑環境下的廣告效果」，以及主要探討的重點 ─「廣告與網路口碑的交互效果」，並且以五大假設來驗證。 研究以實驗設計法來進行，模擬現實環境消費者可能接觸到的口碑情況與廣告數量。首先以文獻佐證以及前測找尋出合適之實驗產品與網路口碑，並且依據產品 ─ 菲律賓旅遊 ─ 請求相關單位提供四則不同廣告，本研究從而調節網路口碑性質的比例與廣告數，設計九組實驗組與一組控制組，控制組用以對照實驗操弄前後的結果。最後以網路發放問卷的方式進行樣本採集。 本研究主要觀察經由實驗操弄後，各實驗組消費者的「品牌態度」與「購買意願」等變數之差異。關於第一部分「網路口碑的影響」，研究結果證實，在網路環境中，隨著負面口碑比例的上升，消費者對廣告的相信程度也將隨之降低。其二，關於「網路口碑環境下的廣告效果」之部分，結果顯示，在網路口碑環境中，廣告仍然有影響程度；但由於樣本數以及問卷發放的限制，使結果不甚明顯。另外，有關廣告數量方面，在「正負網路口碑數相當」與「高度負面網路口碑」兩情境下，廣告越多，越易讓消費者對產品產生好感；然而在「高度正面網路口碑」的情境下則不然。此外，雖說廣告數量的增加確實可以增加消費者購買產品的機會，但是研究中也發現，在相同一段時間提供消費者不同數量的廣告，其影響效果並不明顯；換言之，一定時間的最適廣告數在行銷預算的限制下將會是一重要實務問題。第三部分「廣告與網路口碑的交互效果」方面，廣告對於「高度正面網路口碑」與「高度負面網路口碑」兩情境，有著不同的消彌效果；當消費者接收到大量負面口碑訊息時，廣告可發揮作用，提升產品的品牌形象，消彌消費者的負面觀感，進而提高消費者的品牌態度與購買意願；然而在消費者所接收到的網路口碑普遍是正面的時候，廣告的功能卻是有限，不若前述情境下大。

Internet makes information transmitted far and wide. And because of anonymity, consumers now tend to transmit messages by Internet. Those online messages are called “electronic word-of-mouth communication (E-WOM).” Due to some characteristics of E-WOM, for example, high credibility and greater ability to evoke empathy, it makes the influence of E-WOM unimaginable. Furthermore, some say that the effect is greater than advertising. At the same time, does advertising become the supporting role in market place? In this study, the results of analysis are finally distributed into three parts to discuss the questions. They are (a) the influence of E-WOM, (b) the advertising effect under the E-WOM effect,” and the focus topic, (c) the interaction between advertising and E-WOM. There are five main hypotheses to solve the questions. The research was conducted by experimental design to simulate reality that consumers often receive different proportion of positive and negative E-WOM and different amount of advertisements. At first this research referred to previous studies and used a pretest to find the applicable E-WOM and the product, “Philippines Travel.” By Using advertisements provided by “Philippine Department of Tourism - Taiwan Office,” positive and negative travels on blogs, nine experimental groups were composed. In addition, a control group was used to measure preexisting attitudes toward Philippines as a vacation destination. The analysis was observed by comparing “brand attitude and purchase intention” between experimental groups. Results show that (a) when negative E-WOM proportion comes more, consumers’ advertising perceived believability get lower. (b) although the analysis results were not very significant, advertising still affect consumers when there are E-WOM around them. Apart from this, intensity of advertisements brings its effect when the proportions of positive and negative E-WOM are even and when proportion of negative E-WOM is high. But it is not effective in high positive E-WOM situation. Athough the volume of advertisements will affect consumers attitude, it was found in the research that optimal volume of advertising is important. (c) the power of advertising influence are different between high positive E-WOM situation and high nenative E-WOM situation. Advertising mitigates the detrimental effects of negative E-WOM significantly, but when positive E-WOM porpotion is high, the effect power is quite smaller than in the high nenative E-WOM situation.