情緒激發程度與涉入程度對口碑傳遞的影響

Abstract

過去消費者是採用被動的方式於報章雜誌中接收資訊，現在，已經轉往網路，採用 互動的溝通型態，這個改變使人與人之間的連結形成，口碑隨之出現，廣告商如何有效的將訊息傳遞出去變成一個重要的議題。口碑扮演的是將訊息傳遞出去的橋樑，每個人會隨著不同的場合、消費者不同的認知偏好以及族群而產生不同力度的影響力，也會對產品或服務形成正向或是負向的溝通。最直接的溝通方式就是表現出的情緒，情緒會因為受到外在的刺激而產生行為的改變。而廣告正是最好引起情緒的方法之一，所以在產品要形成擴散時，透過廣告帶動情緒是一個好方法。此外，情緒激發會觸動將訊息傳播出去的動力，當處於高情緒激發時會增加行動的相關行為，使廣告較容易被傳遞出去，也因為有了情緒激發，才會形成口碑，有了口碑，產品才會擴散出去。 本論文以實驗法設計出 2(高/低情緒激發)X 2(高/低涉入)來探討情緒激發程度與 涉入程度對群體內以及群體外口碑的影響。結果顯示，整體而言，情緒激發程度會對口碑產生影響，而涉入程度雖然不會對口碑產生主效果，但是情緒激發程度和涉入程度對群體內口碑會產生交互作用。

In the past, we usually passively received information from newspapers and magazines, but now, it has been transferred to the Internet, using the interactive communication patterns. This change makes the links between people and produces word of mouth. How to effectively deliver the message to consumers has become an important issue to advertisers. Word of mouth plays a role which is the node between messages. Moreover, each person produces different dynamics influence bases on different occasions, different cognitive preferences and consumer groups, and it also gives positive or negative communication. The most direct way to communicate is emotions which would change by external stimuli and advertisings are one of the best ways to cause emotions. If the product forms the diffusion, advertising is a good way to drive sentiment. In addition, the emotional arousal will stir up the speed of messages. When we are in high emotional arousal, it will increase the actions related behavior and make advertisings easier to be passed on. Because of emotional arousal, word of mouth is produced and products are spread out. In this thesis, I design 2(high / low emotional arousal) X 2 (high / low involvement) experiments to investigate the impacts of emotional arousal and involvement on word of mouth within and outside the social groups. The results showed that, overall, emotional arousal significantly relates to word of mouth and involvement is not produce the main effect to word of mouth. However, emotional arousal and involvement have the interaction to word of mouth within the social group.