查詢結果分析
來源資料
頁籤選單縮合
題 名 | 口耳相傳訊息之傳播及對消費者購買行為之影響:文獻回顧與評論=Word-of-Mouth Communication and It's Effects on Consumer Buying Behavior: A Review |
---|---|
作 者 | 練乃華; | 書刊名 | 中山管理評論 |
卷 期 | 11:2 民92.夏 |
頁 次 | 頁283-307 |
分類號 | 496.34 |
關鍵詞 | 人際來源訊息; 口耳相傳溝通; 文獻回顧; 購買程序; Interpersonal source message; Literature review; Word-of-mouth communication; Buying decision stages; |
語 文 | 中文(Chinese) |
中文摘要 | 人際來源訊息或稱口耳相傳訊息,是人類社會最原始的資訊流動方式,其具有較商業資訊來源更高的可信度及說服力,近年來已逐漸成為溝通、消費者行為及創新擴散理論等研究關注的焦點。本研究主要從口耳相傳訊息傳播者與接受者的觀點,整合口耳相傳訊息傳播過程的相關文獻,將訊息效果按購買程序(需求確認、資訊搜尋、方案評估、購買行動、購後行為)加以分類,同時分析影響口耳相傳訊息說服效果的干擾變項。 文獻回顧的結論指出,口耳相傳訊息、對購買階段的影響主要在於資訊搜集與方案評估(訊息說服效果)階段,溝通說服效果的重要干擾變項包括訊息,情境的明確性、產品偏好的異質性,以及若干個人與人際因素。最後並提出多項未來研究方向之建議。 |
英文摘要 | Interpersonal communication, or word-of-mouth (WOM) communication is the most original form of information flow. Information from interpersonal source has been considered more credible and persuasive than that from commercial sources. Recently, WOM has become the one of the research interests of communication, consumer behavior, and innovation diffusion theories. This study provides an integrated literature review of WOM process from the viewpoints of both communication sender and receiver, focusing on WOM effects during consumer buying decision stages (need recognition, search for information, alternative evaluation, purchase, post-purchase behavior). Moderators of WOM effects are also discussed. The review concludes that the influence of WOM is greater during the stages of information search and alternative evaluation. Message diagnosticity, preference heterogeneity, and several personal and interpersonal factors moderate the persuasion effects of WOM. Suggestions for future research are also provided. |
本系統中英文摘要資訊取自各篇刊載內容。