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研究生： 黃玥澐
Huang, Yue-Yun
論文名稱： 誰在抱怨？自戀對負面電子口碑意願的影響：以溝通語言風格與欣喜優惠規律性作為調節變項
Who is Complaining? The Impact of Narcissism on Negative Electronic Word-of-Mouth Intentions: The Moderators of Communication Language Style and Delight Offers Regularity
指導教授： 高登第
Kao, Teng-Ti
口試委員: 林鴻銘
Lin, Hung-Ming
郭素蕙
Kuo, Su-Hui
學位類別： 碩士
Master
系所名稱： 竹師教育學院 - 教育心理與諮商學系
Educational Psychology and Counseling
論文出版年： 2025
畢業學年度： 113
語文別： 中文
論文頁數： 121
中文關鍵詞： 自戀 、溝通語言風格 、欣喜優惠規律性 、負面電子口碑意願
外文關鍵詞： Narcissism, Communication Language Style, Delight Offers Regularity, Negative eWOM Intention
相關次數： 點閱：130  下載：0 
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    • 隨著社群平台的普及，品牌行銷模式與消費者互動方式產生了重大變化。消費者經常於社群平台分享經驗，使得電子口碑成為影響消費決策及品牌形象的重要因素。其中，負面電子口碑影響深遠。本研究探討不同自戀程度消費者，對品牌溝通語言風格及欣喜優惠規律性影響負面電子口碑意願的效果。本研究分為兩實驗，實驗一測量消費者自戀特質，為2（溝通語言風格：正式vs.非正式）×2（欣喜優惠規律性：隨機vs. 規律）受試者間實驗設計。實驗二操弄消費者狀態自戀，為2（自戀：高vs.低）×2（溝通語言風格：正式vs.非正式）×2（欣喜優惠規律性：隨機vs. 規律）受試者間實驗設計。研究結果顯示，在正式溝通語言風格下，低自戀消費者傳遞負面電子口碑的意願顯著高於高自戀消費者；在非正式溝通語言風格下，高自戀消費者傳遞負面電子口碑的意願顯著高於低自戀消費者。當欣喜優惠具規律性時，高自戀消費者傳遞負面電子口碑的意願顯著高於低自戀消費者，而欣喜優惠具隨機性時，不同自戀程度之消費者未有顯著差異。本研究彌補消費者人格特質與品牌行銷模式之間的研究缺口，並為品牌行銷策略提供實證建議。

    With the widespread adoption of social media platforms, brand marketing strategies and consumer interaction patterns have significantly changed. Since consumers usually share their comments on social media platforms, electronic word-of-mouth (eWOM) has become a critical factor in influencing purchase decisions and brand image. Within these, the influence of negative eWOM is especially significant. This research explores the interaction between the personality traits of narcissism, brand communication language styles, and the regularity of delight offers in influencing negative eWOM intentions. This research includes two studies. Study 1 assessed consumers’ trait narcissism using a 2 (communication language style: formal vs. informal) × 2 (delight offer regularity: regular vs. random) between-subject design. Study 2 manipulated their state narcissism using a 2 (narcissism: high vs. low) × 2 (communication language style: formal vs. informal) × 2 (delight offer regularity: regular vs. random) between-subject design. The findings reveal that low-narcissism consumers demonstrate higher negative eWOM intentions than high-narcissism consumers under formal communication styles. While under informal communication styles, high-narcissism consumers exhibit higher negative eWOM intentions compared to low-narcissism consumers. Furthermore, regular delight offers prompt higher negative eWOM intentions among high-narcissism consumers compared to low-narcissism consumers. However, random delight offers do not significantly impact high-narcissism and low-narcissism consumers. This research addresses a gap in understanding the relationship between consumer personality traits and brand marketing strategies. Additionally, this research provides valuable insights that can improve brand marketing practices.

    摘要---i 誌謝---iii 目錄---iv 表目錄---vi 圖目錄---vii 第一章 緒論---1 1.1 研究背景及研究動機---1 1.2 研究問題---2 1.3 研究流程---2 第二章 文獻探討與研究假說---4 2.1 負面電子口碑意願（Negative electronic word-of-mouth intention）---4 2.2 溝通語言風格（Communication language style）---5 2.3 自戀（Narcissism）---7 2.4 自戀與溝通語言風格對負面電子口碑之交互作用---8 2.5 欣喜優惠規律性（Delight offers regularity）---10 2.6 自戀與欣喜優惠規律性對負面電子口碑之交互作用---11 2.7 自戀、溝通語言風格及欣喜優惠規律性對負面電子口碑之交互作用---13 第三章 研究方法---17 第四章 研究結果---27 4.1 實驗一---27 4.1.1 描述統計---27 4.1.2 溝通語言風格操弄檢定---28 4.1.3 欣喜優惠規律性操弄檢定---29 4.1.4 自戀人格量表---29 4.1.5 負面電子口碑意願量表---30 4.1.6 假說檢驗---30 4.2 實驗二---37 4.2.1 描述統計---37 4.2.2 自戀操弄檢定---38 4.2.3 溝通語言風格操弄檢定---39 4.2.4 欣喜優惠規律性操弄檢定---39 4.2.5 負面電子口碑意願量表---40 4.2.6 假說檢驗---40 4.3 假說驗證結果彙整---45 第五章 研究討論---47 5.1. 綜合討論---47 5.1.1. 自戀與溝通語言風格對負面電子口碑意願之影響---47 5.1.2. 自戀與欣喜優惠規律性對負面電子口碑意願之影響---48 5.1.3. 自戀、溝通語言風格與欣喜優惠規律性對負面電子口碑意願之影響---49 5.2. 學術貢獻---51 5.3. 實務貢獻---51 5.4. 研究限制與未來發展---53 參考資料---54 附錄 1 實驗一版本A---62 附錄 2 實驗一版本B---67 附錄 3 實驗一版本C---72 附錄 4 實驗一版本D---77 附錄 5 實驗二版本A---82 附錄 6 實驗二版本B---87 附錄 7 實驗二版本C---92 附錄 8 實驗二版本D---97 附錄 9 實驗二版本E---102 附錄 10 實驗二版本F---107 附錄 11 實驗二版本G---112 附錄 12 實驗二版本H---117

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