網路口碑形成之影響因素：以網路涉入程度與虛擬社群管理為干擾因素

The Influential Factors of Online Word-of-Mouth Formation-Internet Involvement and Virtual Community Management as Moderators

本研究以網路口碑作為研究核心，探討網路匿名性與關係品質（滿意與信任）對正面與負面網路口碑形成之影響。另外，在網路消費者傳播口碑的過程中，可能受到消費者個人特質與企業活動的影響，因此本研究將網路消費者的網路涉入程度與企業對虛擬社群的管理視為干擾變項，探討此兩項因素對此正面或負面口碑形成之影響。本研究針對線上遊戲網路使用者進行抽樣調查，經實證結果發現：（1）網購消費者對賣方的滿意與信任能有效激勵這群顧客在網路上散播企業的正面口碑；（2）找出網路涉入程度高的顧客，亦即市場行家，能強化賣方的網路正面口碑；（3）在網購顧客不滿意的情況下，網路的匿名性會引導顧客在網路上散播企業的負面網路口碑；（4）企業應制訂危機處理策略並有效地執行之，才能真正降低負面網路口碑。本文並於最後提出研究意涵與後續研究的方向。

This paper focuses on eWOM (Word of Mouse or Word of Mouth online) and investigates two influential factors-anonymity and online seller-buyer relationship quality-for the formation of both 'positive' and 'negative' eWOMs. Consumers' eWOM formation may vary due to online consumers' diversity (different levels of online involvement) and e-tailer's ways of doing business and thus this paper also considers these two factors' influences on consumers' eWOM formation process. Using consumers' online involvement and e-tailer's style of managing virtual community as two moderators, this study concludes that (1) satisfaction with and trust in e-tailers incite consumers to form and spread positive eWOM; (2) market mavens, i.e. highly involved Internet users, can help strengthen positive eWOM, (3) the anonymity of Internet will induce dis-satisfied consumers to spread negative eWOM, (4) e-tailers should have effective strategy for crisis management to minimize the damage caused by negative e WOM may it appear.