面對市面上充斥著的消費者負面口碑，究竟其影響力會是「壞事傳千里」還是「謠言止於智者」? 對企業主來說，開發一個新客戶可能動輒耗費鉅額的行銷成本，然而負面口碑卻能輕易地嚇跑這些潛在客群。因此，了解負面口碑如何對消費者造成負面影響已成為現代商業競爭下重要的課題。本研究結合服務類型與時間距離兩種變數，探討不同負面口碑類型將如何對消費者造成負面影響。
本研究以實驗設計法探討不同服務類型與時間距離對於不同類型負面口碑之負面口碑效果影響。本研究為2(負面口碑類型:過程型vs.結果型)2(服務類型:共有型vs.交易型)2(時間距離:遠期未來vs.近期未來)因子設計，透過負面口碑影響力、訊息強度及購買意願三個依變數來衡量不同情境下的負面口碑效果。
研究結果顯示，在遠期未來下，結果型負面口碑對交易型服務消費者較具有殺傷力，過程型負面口碑則對共有型服務消費者具有較大的負面影響力。在近期未來下，結果型負面口碑對共有型服務下的消費者展現了較大的負面影響力，而對交易型服務下之消費者來說，過程與結果型負面口碑之負面影響則無顯著差異。透過本研究之發現，期望可以幫助學者及行銷人員對時間距離、服務類型及負面口碑類型對負面口碑效果之影響有更深一層的了解，因而對負面口碑效果之應對有更好的掌握。

When it comes to the effects of consumers’ negative word of mouth (NWOM), there could be two possible situations: “rumor end with Sage”or “bad news travel fast?” For companies, it costs a large amount of money to attract a new consumer. However, NWOM may easily frighten the consumers away. Thus, it has become an important issue to understand how NWOM(process and outcome-oriented) negatively affects consumers’ responses. The current research aims to investigate the effects of two types of NWOM under the moderating effects of service type and temporal distance.
A 2 (NWOM type: process-oriented vs. outcome-oriented) 2 (service type: communal vs. exchange) 2 (temporal distance: distant future vs. near future) factorial design is conducted. The effects of NWOM on the participants are accessed through three dependent measures: Influence of sender’s WOM on receiver, strength of WOM and purchase intention.
Results indicate that when consumers face a decision in distant future, process-oriented NWOM brings greater negative effects in the communal service; outcome-oriented NWOM has greater negative effects on them in the exchange service. On the other hand, when consumers face a decision in near future, outcome-oriented NWOM causes greater negative effects in the communal service and makes no difference with process-oriented NWOM in terms of negative effect when in the exchange service. The findings provide a further understanding about when each of the two NWOM types works when service type and temporal distance are considered.

目錄
論文審定書 i
中文摘要 ii
英文摘要 iii
第一章 緒論 1
第一節 前言 1
第二節 研究背景: 1
第三節 研究動機 3
第四節 研究目的及問題 6
第五節 研究架構與研究流程 6
第二章 文獻回顧 8
第一節 前言 8
第二節 負面口碑類型與其口碑效果 8
一、負面口碑效果相關研究 8
二、服務失誤類型下的負面口碑效果 12
第三節 關係規範下產生的服務類型 13
第四節 時間距離不同所造成的影響 16
第五節 小結 19
第三章 研究設計與方法 21
第一節 前言 21
第二節 研究假設與架構 21
第三節 前測 28
一、前測問卷設計 28
二、前測分析結果 29
第四節 研究變數的操作型定義與衡量 30
一、自變數 30
二、依變數 33
三、個人差異變數-人口統計變數 34
第五節 研究設計 34
一、問卷題項設計 35
二、抽樣方法 36
第六節 小結 36
第四章 研究結果分析 38
第ㄧ節 前言 38
第二節 樣本背景分析 38
第三節 信度分析 39
第四節 研究設計之檢驗 40
一、服務類型之操弄檢定 40
二、時間距離之操弄檢定 40
三、負面口碑類型之操弄檢定 41
四、潛在共變數檢定 41
第五節 假設檢驗 42
一、以負面口碑影響力進行研究假設檢驗 47
二、以訊息強度為依變數進行研究假設檢驗 50
第六節 小結 56
第五章 結論與建議 57
第一節 前言 57
第二節 研究討論 57
第三節 研究貢獻 61
一、理論貢獻 61
二、實務貢獻 62
第四節 研究限制 64
一、實驗設計法 64
二、髮型服務選擇 64
第五節 未來研究建議 65
一、增加服務產業的區隔變數 65
二、增加口碑類型分類的討論 65
三、增加討論資訊接收雙方特質 68
第六節 小結 67
參考文獻 70
附錄:前測與正式問卷 71


圖目錄
第一章 緒論 1
圖1-1 研究流程圖 7
第二章 文獻回顧 8
第三章 研究設計與方法 21
圖3-1 本研究架構 27
第四章 研究結果分析 38
表4-1a 近期未來時，負面口碑類型與服務類型對負面口碑影響力之影響 49
表4-1b 遠期未來時，負面口碑類型與服務類型對負面口碑影響力之影響 49
表4-2a 近期未來時，負面口碑類型與服務類型對訊息強度之影響 52
表4-2b 遠期未來時，負面口碑類型與服務類型對訊息強度之影響 52
表4-3a 近期未來時，負面口碑類型與服務類型對購買意願之影響 55
表4-3b 遠期未來時，負面口碑類型與服務類型對購買意願之影響 55
第五章 結論與建議 57

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