電子化口碑的傳播特徵如何影響其採用的情形

Exploring How Electronic Word-of-mouth’s Communication Features Affect Its Adoption

本研究的目的是探索如何提高YouTube社交媒體平台上，電子化口碑（eWOM）的採用情形。本研究使用推敲可能性模式（ELM）作為理論框架，以檢驗在YouTube上採用電子化口碑時，溝通特徵（包括電子化口碑來源專業知識和電子化口碑聯繫強度），是否能夠提高利用促進因素（包括電子化口碑有用性和電子化口碑易用性），透過線上問卷在台灣收集510個樣本，模型為結構方程模式（SEM）。實證結果表示，電子化口碑聯繫強度是利用促進因素的關鍵溝通特徵，對電子化口碑的採用具有正面影響。本研究的價值在於使用兩種類型的溝通特徵來說明不同的溝通功能如何影響YouTube上的電子化口碑採用。此外，隱式／顯式電子化口碑更成功地在產生電子化口碑採用方面，發揮了調節作用。

This study explores how to increase electronic word-of-mouth (e-WOM) adoption on YouTube. The elaboration likelihood model (ELM) was used as the study’s theoretical umbrella to examine whether communication features (e-WOM source expertise and e-WOM tie strength) can improve the utilization promotion factors (e- WOM usefulness and e-WOM ease of use) in e-WOM adoption on YouTube. An online questionnaire was used to collect data from 510 samples in Taiwan, and structural equation modeling (SEM) was used as the conceptual model. Empirical results indicated that e-WOM tie strength was the critical communication feature for utilization-promoted factors, which positively affected e-WOM adoption. Using two types of communication features to demonstrate how different communication features can affect e-WOM adoption on YouTube provides the originality value to this study. Furthermore, the explicitness of e-WOM has successfully moderated e-WOM adoption to enlarge the contribution of this study.