論期望失驗理論對評論意願之影響 －從喚起理論角度討論

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题名:	論期望失驗理論對評論意願之影響－從喚起理論角度討論 The Influence of Expectation Disapproval Theory on Comment Intention - Discussion from the perspective of Arousal Theory
作者:	黃海峰
贡献者:	行銷碩士學位學程碩士班
关键词:	期望失驗理論認知失調評論意願情緒喚起
日期:	2023
上传时间:	2023-08-07 09:40:14 (UTC+8)
摘要:	本研究是探討以期望失驗理論為主軸來談論消費者在發生正向與負向失驗後，對口碑評論的意圖是否有所不同，並以情緒喚起作為討論的主軸來探討兩者之間的關係，經由間接文獻之引用及邏輯之推理，發現兩者之關係有必要進一步釐清。本研究採實驗法在校園內隨機募集受試者參與實驗流程並幫忙填寫問卷。總共募集了 197 位受試者，請受試者以自身在實驗中體驗到的正向或負向失驗情境做評論意願之問卷填答。總共回收 194 份，去除無效問卷 61 份，總共有效問卷為 133 份，回收率為 68.5%。結果本研究發現，負向失驗情境之受試者會比正向失驗情境之受試者有較高的喚起程度；負向失驗比正向失驗更願意發表購後評論；經由回歸分析後也得出，喚起程度越高時，評論意願也越高。而負面口碑意圖增加的原因為消費者在體驗完產品後進入到負向失驗的情境中，即為對產品之預期與實際體驗有負面的落差之情況，對於產品所之期望可能源於企業之推廣與曝光，因此公司在行銷策略上不能單純地做曝光，而是要加強產品本身的品質，使消費者得減少產生負向失驗所造成的負面評論意圖。 This study is to discuss whether consumers have different intentions of word-of-mouth reviews after positive and negative disqualifications with the theory of expectation failure as the main axis, and to explore the relationship between the two with emotional arousal as the main axis of discussion. Through the reference of indirect literature and logical reasoning, it is found that the relationship between the two needs to be further clarified. The data is collected through the experimental method, randomly recruiting subjects on the university campus to participate in the experimental process and help fill out the survey. A total of 197 subjects were recruited, and the subjects were asked to answer the questionnaire of their willingness to comment on the positive or negative failure situations they experienced in the experiment. A total of 194 questionnaires were recovered, 61 invalid questionnaires were removed, and a total of 133 valid questionnaires were collected, with a recovery rate of 68.5%. Results This study found that subjects in negative disapproval situations had higher arousal than those in positive disapproval situations; After analysis, it is also concluded that the higher the degree of arousal, the higher the willingness to comment. The reason for the increase in negative word-of-mouth intentions is that consumers enter a situation of negative failure after experiencing the product, that is, there is a negative gap between the expectation of the product and the actual experience. The expectations for the product may come from the exposures and promotions of enterprises. Therefore, in terms of marketing strategy, the company cannot simply just do exposure, but should strengthen the quality of the product itself, so that consumers can reduce the intention of negative comments caused by negative failures.
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