口碑的長期負面效果：以購後後悔為觀點及涉入的干擾效果

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题名:	口碑的長期負面效果：以購後後悔為觀點及涉入的干擾效果 The Long-Term Negative Effect of Word of Mouth: The Perspective of Post-Purchase Regret and the Moderating Effect of Involvement
作者:	闕仕翔
贡献者:	國際企業管理學系
关键词:	口碑購後後悔購買決策涉入 word of mouth post-purchase regret purchase-decision involvement
日期:	2017
上传时间:	2017-10-18 13:16:12 (UTC+8)
摘要:	購後後悔是消費者在決策後想避免，但又經常發生的負面情緒。然而，過去關於購後後悔的研究，卻很少關注於消費者購前參考的資訊來源及個人差異，特別是對消費者的決策最具影響力的口碑及主要能夠解釋個人差異的購買決策涉入，與購後後悔的關係。因此，本研究之目的為探討口碑與購後後悔的關係，及購買決策涉入的干擾效果。本研究採用實驗法，以牙科診所作為研究客體，中國文化大學商學院的大學生為研究對象，並以2(口碑：有參考、未參考)×2(購買決策涉入：高、低)的組間設計，進行資料搜集及假說檢定。研究的結果發現，口碑與購後後悔呈現顯著正相關，購買決策涉入並會正向干擾此關係。此結果延伸了後悔理論可應用的範圍，並為企業提供了口碑及購買決策涉入可能會對消費者產生的負面結果。 Post-purchase regret is a negative emotion that consumer motivated to avoid it, but arise frequently after decision. However, the role of information source as well as individual differences, as especially, word of mouth (WOM), the most powerful information source on consumers’ decision, and purchase-decision involvement, a major variable that explains individual differences, both has received little attention in previous regret research. Thus, the purpose of this article is to examine the relationship between WOM and post-purchase regret, and the moderating effects of purchase-decision involvement. This study uses experimental method, dental clinic as object, inviting students at College of Business, Chinese Culture University as respondents, and based on a 2 (WOM: referenced, not referenced) x 2 (purchase-decision involvement: high, low) between-group design to collect data and test hypotheses. The empirical finding showed a significant positive relationship between WOM and post-purchase regret, and a significant positive moderating effect of purchase-decision involvement on this relationship. These results extending the scope of regret theory can be applied, and providing companies that WOM and purchase-decision involvement may have negative consequences for consumers.
显示于类别:	[企業管理學系暨國際企業管理研究所] 博碩士論文

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