負面評論對消費者產品態度的影響力

Abstract

隨著網路世代的來臨，以往的口碑傳播方式產生了改變。網路評論漸漸受到了學術以及商業的重視，越來越多的研究開始關注網路口碑的溝通方式。網路上消費者的評論站在消費者的角度提供產品的資訊以及使用經驗，本篇論文研究網路上負面的消費者評論對於消費者對產品態度的影響，此外，本篇研究以思考可能性模型為基礎來看負面評論數量及評論品質的影響，並且考慮消費者資訊處理能力的不同。當負面評論的數量增加時會產生從眾效應。並且在這樣的環境下，處理資訊能力高的消費者會取決於這些負面的內容來決定是否接受這些評論，而對於能力低的消費者而言，他們並不管評論的內容而會去接受這些評論的看法。本研究的假設以多變異數來做分析，最後的結果也告訴我們負面評論的影響力遠遠超過正面評論。而根據研究的結果，本篇提出了兩個策略來降低負面評論帶來的影響。

The traditional word-of-mouth has changed with the moment of internet generation. The electronic word-of-mouth(eWOM) communication has get some attention in both business and academic circles. Numerous studies has been paid close attention on the result of eWOM communication. Online consumer reviews provide product information and experience from the consumer perspective. This study investigate the effect of negative consumer reviews on consumer product attitude. In addition, this study use elaboration likelihood model (ELM) to explain the persuasive effect of number and quality depending on consumer information literacy. When increasing the number of negative reviews will elicit a conformity effect. And in such this environment, high-ability consumers tend to depend on the information content of these negative reviews to decide whether to accept these comments. In contrast, low-ability consumers tend to accept these perspective of reviewers regardless of the content of the negative online consumer reviews. This hypotheses are tested by three-way analysis of covariance. The final results also tell us that the influence of negative comments far more than positive comments. According to the results of the study, we proposed two strategies to reduce the impact of negative comments brought.