網路口碑對購買意願之影響以從眾觀點探討之

Using Conformity Behavior as Moderator to Explore the Effects of Source Credibility of eWOM on Purchase Intention

林億涵(I-Han Lin)

指導教授 ： 蔡瑤昇

國立臺北科技大學/管理學院/商業自動化與管理研究所/碩士(2009年)

摘要

過去許多關於消費者行為的相關研究，表示社會影響力對消費者決策影響的重要性。口碑是社會影響的表現形式之ㄧ，且許多研究均表示口碑對於消費者的購買決策以及決定具有很大的影響。本研究對於口碑的研究專注於網路上的消費者評論，此為網路口碑。當人們利用網路上他人的產品相關評論，即可能會產生從眾。本研究目的在於瞭解網路口碑來源可信度對購買意願的影響，並以從眾作為干擾變數。本研究發現網路口碑來源可信度分別對購買意願與從眾均有正向的影響，並且可靠性最具影響力。從眾也會影響購買意願，且會干擾網路口碑來源可信度對購買意願的影響。

關鍵字

來源可信度 ； 從眾 ； 網路口碑

並列摘要

Previous studies on consumer behavior have stressed the importance of social influences in decision-making. Word-of-mouth communication is one type of social influence that has received extensive attention in the consumer behavior. Researchers have shown that word-of-mouth communication has an impact on purchase decisions and choice decision. The research on word-of-mouth is particularly relevant in the discourse on consumer use of online product review websites, since the information found on these websites represents electronic word-of-mouth communication. When people use the product evaluations of others to indicate product quality on the internet, online conformity behaviors occurs. We investigate the effects of source credibility of online word-of-mouth on purchase intention, and using conformity behavior as moderator. We find that source of credibility of online word-of-mouth influences purchase intention and conformity behavior, and trustworthiness is the most important factor. Conformity effect influences purchase intention, and results indicate that conformity effect moderates the effects of source credibility of online word-of-mouth on purchase intention.

並列關鍵字

source credibility ； conformity effect ； word of mouth

參考文獻

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