消費者對網路購物廣告訊息信任之實驗室研究

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竺時育(Shih-Yu Chu ) 查詢紙本館藏

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企業管理研究所

論文名稱

消費者對網路購物廣告訊息信任之實驗室研究

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摘要(中)

在網際網路風靡全球之後，企業透過其以虛擬的方式網路購物，不但降低成本，並能提供更多樣化的商品以滿足顧客；而消費者亦能享有在家購物的便利性。因之不同類型的購物網站，透過不同的資訊訴求、廣告策略，期望能獲得網路人口的青睞，創造財富。然而，在網路的虛擬環境中，消費者購物感受到的風險會增加。許多購物網站為了降低消費者感受到的風險，會請專家或購買過產品的人對產品做一評分或評價。本研究即在探討在網際網路購物的不同情境下，消費者對專家和一般大眾的評論意見之廣告訊息信任程度差異。
本研究以實驗室實驗法進行研究，由研究者自行開發實驗產品的網頁，在實驗產品網頁中操弄本研究所探討之各項變數。整個實驗在模擬消費者在面對不同情境下，其對廣告訊息之信任程度差異。研究結果發現：
1、消費者對專家評論之廣告之信任程度較高，對一般大眾評論之廣告信任程度較低。
2、專家隨著意見的一致，其信任程度是降低的。而大眾卻相反，其隨著意見的一致，消費者對其信任程度是提高的。
3、在知識集中度低的領域，消費者對專家和大眾之信任程度是差不多的。而在知識集中度高的領域，對專家的信任程度卻高於大眾。
4、大眾之評論意見，不論意見之一致性，人數增加時，消費者對其之信任程度會增加。而專家之評論情形則不同，意見一致時，人數多，對其信任程度會增加。而意見分歧時，則以人數少之評論信任程度較高。
5、評論人數較多，消費者廣告之信任程度較高。人數較少，消費者廣告之信任程度較低。
6、領域之知識集中度較高的，例如藥物使用，這方面的評論，消費者較信任。而領域之知識集中度低的，例如電影欣賞，這方面的評論消費者之信任程度較低。
7、人數增加的情況下，消費者對大眾之信任程度有提高。而專家在人數增加的情況下，其消費者對其信任程度不增反降。
由本研究所得之結果，提供以下實務上之建議：1、欲提高消費者對廣告之信任，可以多請專家評論，這樣消費者之信任程度較高。2、因此當產品是較具爭議性時，可請專家評論，這樣消費者之信任程度較高。而產品較不具爭議性時，可請一般大眾評論，同樣也可提高消費者對廣告之信任程度。3、知識集中度高的領域，如醫學、法律、會計、汽車修理等要請專家來評論，消費者之信任程度較高。知識集中度低的領域，如電影欣賞、英文學習、購買鮮花等，可以請一般大眾來評論，其消費者之信任程度較高。4、請專家評論時，因人太多對信任程度會降低，再因為成本考量，因此其人數可偏少，一位或兩位是不錯的選擇。而請大眾評論時，因成本低，可以鼓勵大眾買過產品後盡量留言，評論的人數越多，消費者之信任程度會提高。

關鍵字(中)

★ 來源可信度
★ 信任
★ 大眾
★ 專家
★ 意見一致性
★ 知識集中度
★ 網路購物
★ 評論

關鍵字(英)

論文目次

目錄
目錄I
圖目錄III
表目錄IV
第一章緒論1
第一節研究背景1
第二節研究目的4
第三節研究流程架構5
第二章文獻回顧8
第一節網路購物8
第二節來源可信度11
第三節知識集中度17
第四節從眾心理20
第五節信任22
第三章研究方法29
第一節研究架構29
第二節研究方法之選擇29
第三節變數的操作性定義31
第四節研究假說34
第五節實驗設計38
第六節問卷設計42
第七節實驗流程43
第四章資料分析45
第一節信度分析45
第二節敘述統計46
第三節來源可信度49
第四節意見一致性與來源可信度交互作用51
第五節領域知識集中度和來源可信度交互作用55
第六節評論人數和來源可信度交互作用59
第七節意見一致性、來源可信度和人數之交互作用62
第八節其他研究發現65
第五章結論與建議69
第一節研究發現與結論69
第二節研究限制71
第三節對實務之建議73
第四節未來研究方向74
參考文獻77
一中文部分77
二英文部分80
附錄89
一前測問卷89
二前測結果96
三網頁設計架構97
四各實驗網頁98
五實驗正式問卷115

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指導教授

林建煌(Chien-Huang Lin)

審核日期

2001-6-6

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