| 摘要: | 隨著網際網路、社群媒體與評論網站的興起，使得現今口碑傳播形式更加多元化，口碑傳遞不再侷限於面對面的方式，消費者的購物習慣也逐漸地改變，人們傾向在購買產品之前搜尋線上評論，以幫助他們做出較佳的決策，因此瞭解消費者在做出各種購買決策對這一項資訊來源的依賴程度也變得相當重要。
本研究共計四個實驗，採用2 × 2 × 2的實驗設計，欲探討在自變數：購買類型(體驗式/物質式)、消費者評論(高品質/低品質)及干擾變數：信任傾向、模糊容忍度、從眾行為、產品熟悉度(高/低)之下，消費者對改變選項可能性的差異。本研究結果如下：
1.購買類型對改變選項可能性具有顯著的主效果。
2.消費者評論對改變選項可能性具有顯著的主效果。
3.購買類型與消費者評論對改變選項可能性產生交互作用。
4.購買類型、消費者評論與信任傾向對改變選項可能性產生三因子交互作用。
5.消費者評論與模糊容忍度對改變選項可能性產生交互作用。
6.購買類型、消費者評論與模糊容忍度對改變選項可能性產生三因子交互作用。
7.購買類型、消費者評論與從眾行為對改變選項可能性產生三因子交互作用。
8.購買類型、消費者評論與產品熟悉度對改變選項可能性產生三因子交互作用。;With the rise of the internet, social media, and review websites, today′s word-of-mouth communication has become more diversified. Word-of-mouth transmission is no longer confined to face-to-face method, and consumer shopping habits have gradually changed. People are inclined to search for online reviews before purchasing products to aid in making better decisions. Therefore, understanding the extent to which consumers rely on this source of information in making various purchasing decisions has become quite important.
This study comprises four experiments and employs a 2 × 2 × 2 experimental design. It aims to explore the differences in the probability of consumers changing their options under the independent variables: purchase type (experiential/material), consumer reviews (high-quality/low-quality), and moderating variables: propensity to trust, tolerance for ambiguity, conformity, and product familiarity (high/low). The results are as follows:
1.Purchase type has a significant main effect on the probability of changing options.
2.Consumer reviews have a significant main effect on the probability of changing options.
3.Purchase type and consumer reviews have an interaction effect on the probability of changing options.
4.Purchase type, consumer reviews, and propensity to trust have a three-way interaction effect on the probability of changing options.
5.Consumer reviews and tolerance for ambiguity have an interaction effect on the probability of changing options.
6.Purchase type, consumer reviews, and tolerance for ambiguity have a three-way interaction effect on the probability of changing options.
7.Purchase type, consumer reviews, and conformity have a three-way interaction effect on the probability of changing options.
8.Purchase type, consumer reviews, and product familiarity have a three-way interaction effect on the probability of changing options. |
