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系統識別號 U0026-0607201718030000
論文名稱(中文) C2C 線上二手市場中傳染效應與敘事轉移效果間的影響
論文名稱(英文) The Effect of Contagion vs. Narrative Transportation in Online C2C Second Hand Market Context
校院名稱 成功大學
系所名稱(中) 國際經營管理研究所碩士在職專班
系所名稱(英) Institute of International Management (IIMBA--Master)(on the job class)
學年度 105
學期 2
出版年 106
研究生(中文) 丁嘉哲
研究生(英文) Jia-Che Ding
學號 RA7021258
學位類別 碩士
語文別 英文
論文頁數 93頁
口試委員 召集委員-陳正忠
口試委員-王鈿
指導教授-高如妃
中文關鍵字 網拍  電子商務  感染效應  敘事轉移  故事行銷  產品涉入  真實性 
英文關鍵字 C2C  e-commerce  Contagion  Narrative transportation  Storytelling  Marketing  Product involvement  Authenticity 
學科別分類
中文摘要 在零售業,先前的研究發現人們對於被其他人碰過的產品較不喜歡,主要是因為一個潛藏的機制-感覺噁心所導致。本研究的焦點在於觀察網拍市場中運用故事行銷的方式介紹二手商品能否改變上述的影響並進而提高消費者對該二手商品的評價。本研究運用兩組實驗來檢驗敘事轉移及感染效應間的影響,並在兩組實驗內操弄共五種情境。研究結果顯示敘事型的訊息較分析型的訊息能提高產品的評價,即使敘事型的訊息內容透露了該產品曾與人接觸過的負面訊息。此現象能透過敘事轉移機制來做解釋,敘事轉移能將讀者拉進故事的情節裡並分散讀者對產品訊息的專注力。本研究也發現,相較於高產品涉入的讀者,低產品涉入的讀者更容易被敘事型的訊息影響。
英文摘要 In retail context, prior studies indicated that people find less favorable to product that was touched by someone else due to the underlying mechanism called feeling of disgust. This research focus on whether narrative message on second hand product can alter such effect and elicit higher evaluation toward the product in online C2C second hand market context. To examine the effect of narrative transportation and the effect of contagion, two experiments are conducted with five different manipulations and two categories of product are applied in the experiments. Research results show that narrative message elicits higher evaluations than analytic message on second hand product, even though the narrative message is manipulated with a negative contact source of a person. This phenomenon can be explained by narrative transportation, an underlying mechanism that pulls message viewer into the plot of a narrative and distracts them from the utility message. Research also found that people with low product involvement can be easily manipulated by narrative message than people with high product involvement.
論文目次 ABSTRACT I
摘 要 II
Acknowledgements III
Table of Contents IV
List of Tables IX
List of Figures X
CHAPTER ONE INTRODUCTION 11
1.1 Research Background and Motivation 11
1.1.1 C2C e-commerce market 11
1.1.2 Second hand product 13
1.1.3 Storytelling Marketing 14
1.2 Research Objective 15
CHAPTER TWO LITERATURE REVIEW 16
2.1 Storytelling Marketing 16
2.1.1 Storytelling Marketing Overview 16
2.1.2 Narratives 17
2.1.3 Transportation 18
2.2 C2C market 21
2.2.1 C2C market overview 21
2.2.2 Resale Intention 21
2.2.3 Trustworthiness 22
2.3 Contagion Theory 22
2.3.1 The law of contagion 22
2.3.2 Disgust 23
2.3.3 Visibility 24
2.3.4 Source of Contagion: Person 24
2.3.5 Source of Contagion: Product 26
2.3.6 Source of Contagion: Manufacture Information 26
2.3.8 Summary 28
2.4 Hypothesis Development 29
2.4.1 Contagion theory in C2C context 29
2.4.2 Narrative message on second hand product 29
2.4.3 Feeling of disgust toward second hand product 30
2.4.4 Narrative Transportation 30
2.4.5 Product involvement 31
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 33
3.1 Research Framework 33
3.2 Construct Measurement 34
3.2.1 Two Experimental Design 34
3.2.2 Communication Mode 35
3.2.3 Contact Source 36
3.2.4 Transportation 36
3.2.5 Message Quality 37
3.2.6 Evaluations: Disgust 37
3.2.7 Evaluations: Product Authenticity 38
3.2.8 Evaluations: Seller Credibility & Pricing Effect 39
3.2.9 Evaluations: Overall Product Evaluation 39
3.2.10 Product Involvement 40
3.2.11 Evaluations: Purchase Intention 41
3.3 Hypotheses 41
3.4 Data Collection 42
CHAPTER FOUR RESEARCH RESULTS 45
4.1 Reliability Test 45
4.2 Hypotheses Test for Experiment 1 (Tableware) 46
4.2.1 Experiment 1: Rule out potential factors 46
4.2.2 Experiment 1: Testing Hypotheses H1a (Product Authenticity) 47
4.2.3 Experiment 1: Testing Hypotheses H1b (Overall Product Evaluation) 49
4.2.4 Experiment 1: Testing Hypotheses H1c (Purchase Intention) 51
4.2.5 Experiment 1: Testing Hypotheses H2 (Disgust) 52
4.2.6 Experiment 1: Testing Hypotheses H3 (Transportation mediates the influence of communication mode on evaluations) 55
4.2.7 Experiment 1: Testing Hypotheses H3a (Message Quality) 55
4.2.8 Experiment 1: Testing Hypotheses H3b (Overall Product Evaluation) 57
4.2.9 Experiment 1: Testing Hypotheses H3c (Purchase Intention) 59
4.2.10 Experiment 1: Testing Hypotheses H3d (Feeling of Disgust) 60
4.3 Hypotheses Test for Experiment 2 (Painting) 61
4.3.1 Experiment 2: Rule out potential factors 61
4.3.2 Experiment 2: Testing Hypotheses H1a, H1b, and H1c 62
4.3.3 Experiment 2: Testing Hypotheses H2 62
4.3.4 Experiment 2: Testing Hypotheses H3a, H3b, H3c, and H3d 63
4.3.5 Experiment 2: Testing Hypotheses H4: Narrative message on second hand product moderates the influence of product involvement on evaluations 66
4.3.6 Experiment 2: Testing Hypotheses H4a (Feeling of Disgust) 66
4.3.7 Experiment 2: Testing Hypotheses H4b (Purchase Intention) 68
4.3.8 Experiment 2: Testing Hypotheses H4c (Overall Product Evaluation) 69
4.3.9 Experiment 2: Testing Hypotheses H4d (Product Authenticity) 71
4.3.10 Experiment 2: Testing Hypotheses H4e (Transportation) 72
4.4 Hypotheses Test Summary 74
CHAPTER FIVE CONCLUSION AND SUGGESTIONS 76
5.1 Research Conclusion 76
5.1.1 Main idea of the research 76
5.1.2 Narrative message elicits higher evaluation than analytic message 77
5.1.3 Narrative message helps reduce the feeling of disgust 77
5.1.4 Transportation as an underlying mechanism 78
5.1.5 Product involvement as a moderator 78
5.2 Managerial Implication 78
5.3 Limitation and Suggestion 81
References 83
APPENDICES 86
Appendix: Manipulations and Questionnaire 86
Manipulation 1: Narrative message with Contact Source from a Person 86
Manipulation 2: Narrative message with Contact Source of manufacture information 87
Manipulation 3: Analytic message as an control group 88
Manipulation 4: Narrative message with Contact Source from a person 89
Manipulation 5: Analytic message with Contact Source of Manufacture Information 90
Questionnaire: 91
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