探討網路評論對消費者購買意圖影響－涉入的調節角色

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姓名

方昱敦(Yu-Tun Fang) 查詢紙本館藏

畢業系所

資訊管理學系

論文名稱

探討網路評論對消費者購買意圖影響－涉入的調節角色
(The effect of online consumer reviews on consumer purchasing intention: The moderating role of involvement)

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摘要(中)

口碑是學術研究的熱門領域之一，且口碑對於消費者的影響亦被學術界所證實。然而，隨著網際網路的發展與普及，使得口碑能夠透過網路進行傳播，成為網路口碑。此外，透過網際網路消費者能夠不受時間和空間限制，進行資訊搜索、意見分享與經驗交流。而網路口碑的說服性取決於網路評論的內容、圖片與評論者本身的專業度，並對消費者購買決策和產品銷售量具有顯著的影響。因此，本研究的目的在於探討網路口碑的屬性對於消費者購買意圖的影響。
本研究參考 Park、Lee 與 Han（2007）、Davis 與 Khazanchi（2008）以及 Ohanian（1991）所提出之模型：以網路評論品質、視覺線索和評論者種類三種網路評論屬性，對於消費者購買意圖之影響進行探討，並應用推敲可能性模式，加入涉入程度作為調節變項，探討不同涉入程度的消費者對於網路評論屬性與其購買意圖之調節效果。
本研究採用實驗法作為研究設計，利用網站的製作與問卷的填寫進行施測。共回收 615 份問卷，有效問卷總計 523 份，使用變異數分析（ANOVA）進行假說驗證，主要研究結果如下：（1）「評論品質」會正面且顯著地影響消費者之「購買意圖」（2）具「視覺線索」的評論會顯著地增加消費者之「購買意圖」（3）專業評論者對於消費者「購買意圖」有正面且顯著的影響（4）對於高涉入消費者來說，「評論品質」與「評論者種類」對於其購買意圖的影響較低涉入消費者大。
最後，根據本研究之結果，對網路評論的經營管理上提出三點實務上的建議，期盼透過學術研究的發現，提供網路評論經營者作為改善的參考。

摘要(英)

Word-of–mouth is one of the most popular research topics in academic field and its effects on the consumers have been confirmed by the academics. However, with the development and popularization of Internet, word-of-mouth can be spread through Internet as online word-of-mouth. Besides, through Internet, consumers can search for information, share their comments and exchange their experiences without the limit of time and space. The persuasion of online word-of-mouth is determined by contents, pictures and expertise of reviewer and has significant effects on consumer’s purchasing decision and product sales. Therefore, the purpose of this research is to explore the effect of attributes of online word-of-mouth on consumer’s purchasing intention.
With reference to the models proposed by Park, Lee and Han (2007), Davis and Khazanchi (2008) and Ohanian (1991) , this research explored the effects of three attributes of online review, quality, visual cues and reviewer, on consumer’s purchasing intention. With involvement as moderating variable, it also applied Elaboration Likelihood Model (ELM) to explore the moderating effects of different involvement consumers on the attributes of online reviews and their purchasing intentions.
This research adopted experimental method as research design and used online questionnaires to implement the survey. Total 615 questionnaires were collected, among which 523 questionnaires were valid. Finally, ANOVA was used to test the hypotheses and the main results were: 1) “review quality” positively and significantly affect consumer’s “purchasing intention” 2) the review with “visual cues” significantly strengthen consumer’s “purchasing intention” 3) the professional reviewer have positive and significant effect on consumer’s “purchasing intention” 4) “review quality” and “reviewer type” have greater effect on the purchasing intention of high-involvement consumers than of low-involvement consumers.
Finally, according to the results, this research presents three points of practical recommendations for the operation management of online reviews. It is hoped that the findings of this research would provide online reviews operators with reference for improvement.

關鍵字(中)

★ 網路消費者評論
★ 網路口碑
★ 涉入程度
★ 推敲可能性模式

關鍵字(英)

★ Elaboration Likelihood Model (ELM)
★ Consumer involvement
★ Online word-of-mouth
★ Online consumer review

論文目次

中文摘要 I
ABSTRACT II
第一章緒論 1
第一節研究背景與動機 1
第二節研究目的 2
第三節研究流程 3
第二章文獻探討 5
第一節口碑 5
第二節推敲可能性模式（ELM）與涉入程度 25
第三節消費者決策模式 40
第三章研究方法 51
第一節研究架構 51
第二節研究假說 52
第三節變數定義與衡量 57
第四節研究設計 60
第四章資料分析與結果 67
第一節前測分析 67
第二節樣本基本資料分析 68
第三節信效度分析 72
第四節變異數分析 75
第五章結論與建議 84
第一節研究結論 84
第二節管理意涵 86
第三節研究限制 88
第四節後續研究建議 89
參考文獻 92
中文部分 92
英文部分 93
網路部分 103
附錄一：情境描述畫面 104
附錄二：實驗網站畫面 105
附錄二：研究問卷 150

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指導教授

李小梅(Shau-Mei Li)

審核日期

2009-6-19

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