善因行銷與正向線上口碑對無為慣性之影響－以線上購物為例

Impact of Cause-Related Marketing and Positive Online Word-of-Mouth on Inaction Inertia - A Case of Online Shopping

郭英峰(Ying-Feng Kuo) ； 蔡宗訓(Tsung-Hsun Tsai)

《資訊管理學報》 29卷1期 (2022/01) Pp. 1-25

摘要

無為慣性是當人們錯過一個相對較佳的機會後，相較於未錯過時，他們對當前的機會較不會採取行動的現象。本研究探討機會來源、善因行銷、以及正向線上口碑對線上購物無為慣性效果之影響，於亞馬遜人力外包平台（MTurk）進行線上實驗，並以ANOVA進行資料分析。研究結果顯示，當消費者錯過較佳的促銷機會後，當前的次佳促銷機會（1）來自同一購物平台的無為慣性效果，會大於不同購物平台（實驗一－分析一）；（2）使用善因行銷可以降低無為慣性效果（實驗一－分析二）；（3）來自不熟悉的網路購物平台，當消費者搜尋到其線上口碑多數是正向時，可以降低其無為慣性效果（實驗二）。本研究的結果證實，過往有關線下購物的無為慣性效果之研究結果，在機會來源方面仍然適用於線上購物。除此之外，我們將善因行銷與線上正向口碑的研究擴展至無為慣性，且發現其可以有效地降低無為慣性效果，研究結果也豐富了無為慣性的文獻。在實務上，線上購物平台業者可以進一步了解線上消費者行為，並可參考本研究結果來降低無為慣性效果，以提高經營績效。

關鍵字

線上購物 ； 無為慣性 ； 善因行銷 ； 線上口碑

並列摘要

Inaction inertia refers to the phenomenon that when people miss a relatively good opportunity, they are less likely to act on the current opportunity than if they did not miss it. This study examines the impact of opportunity sources, cause-related marketing, and positive online word-of-mouth on consumer inaction inertia in the online shopping. We conducted online experiments on Amazon Mechanical Turk (MTurk) and analyzed the data using ANOVA. The results show that inaction inertia effect decreased when the current opportunity (1) is from different sources (Experiment 1- Analysis 1), (2) adopts a cause-related marketing campaign (Experiment 1- Analysis 2), and (3) has positive online word-of-mouth (Experiment 2). The results of this study confirm that the previous findings on inaction inertia effect in offline shopping are still applicable to online shopping in terms of opportunity sources. In addition, we extend the study of cause-related marketing and positive online word-of-mouth to inaction inertia and find that they are effective in reducing inaction inertia effect, which also enriches the literature of inaction inertia. Online shopping platform operators can further understand consumers' online shopping behavior, and can refer to the findings of this study to reduce inaction inertia effect and increase business performance.

並列關鍵字

Online shopping ； inaction inertia ； cause-related marketing ； online word-of-mouth

參考文獻

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