負面雙重危機效應、負面用戶自創內容動機、負面電子口碑傳遞意願與惡搞模仿式廣告之研究

THE RESEARCH OF NEGATIVE DOUBLE JEOPARDY EFFECTS, NEGATIVE USER-GENERATED CONTENT MOTIVATIONS, NEGATIVE E-WOM TRANSFER INTENTIONS AND PARODY ATTACK ADS

本研究以知名的Youtuber－聖結石為例，並設計兩種情境，也就是NDJ效應（負面雙重危機效應）情境和惡搞模仿式廣告情境，在受測者看過以上兩種情境後，接著填答相關問卷，然後本研究目的在檢驗NDJ效應、負面用戶自創內容動機、負面電子口碑傳遞意願和惡搞模仿式廣告之間的關係。本研究的正式施測，共計收回210份有效問卷。研究結果顯示：（一）NDJ效應正向影響負面用戶自創內容的利他主義動機、復仇動機、發洩動機以及自我增強動機；（二）NDJ效應正向影響負面電子口碑傳遞意願；（三）惡搞模仿式廣告對負面電子口碑傳遞意願會受到NDJ效應的干擾影響；惡搞模仿式廣告對負面電子口碑傳遞意願的影響效果，在高NDJ效應的環境下，會顯著大於低NDJ效應的環境。本文的研究發現有助於釐清NDJ效應、負面用戶自創內容動機、負面電子口碑傳遞意願、惡搞模仿式廣告四變數之間的關係，亦將能為實務界帶來豐富的行銷意涵。

This study chooses famous Youtuber, Saint, as our research object. Two situations, i.e., the situations of both NDJ effect and parody attack ad are designed. After subjects view the two situations, they fill out the questionnaire, and then the study examines the relationships among NDJ effect, negative user-generated content motivations, negative e-WOM transfer intentions, and parody attack ads. This study collects 210 valid samples. The main results of this study are as follows: (1) The NDJ effect positively affects negative user-generated content motivations (altruism motivation, vengeance motivation, venting motivation, and self-enhancement motivation). (2) The NDJ effect positively affects negative e-WOM transfer intentions. (3) The NDJ effect moderates the effect of parody attack ad on the negative e-WOM transfer intentions. The effect of parody attack ad on the negative e-WOM transfer intentions will be significantly greater in the situation of high NDJ effect than in the situation of low NDJ effect. Research findings of this study help to clarify the relationships among NDJ effect, negative user-generated content motivation, negative e-WOM transfer intention, and parody attack ads. And this study will provide practitioners with rich marketing implications.