網路口碑說服效果之研究

A Study of Persuasive Effects of Electronic Words-of-Mouth

林彣珊(Wen-Shan Lin) ； 唐嘉鴻(Chia-Hong Tan)

《行銷評論》 7卷2期 (2010/06) Pp. 187-208

https://doi.org/10.29931/MR.201006.0003

摘要

由於網際網路具有便利性、立即性和不受時空限制等特性，網路資訊的搜尋已成爲現代人對於知識取得的一項重要途徑。藉由線上資訊之蒐集所得到的網路口碑與消費者的消費意圖和行爲在現實社會和相關研究文獻結果均顯現強烈相關。
網路口碑雖可使消費者立即獲得所欲瞭解的知識或是分享前人購後經驗，可降低消費者對於資訊所描述之產品或是品牌的風險承擔；但也由於網路上具有匿名性的特性，訊息接收者對於網路口碑內容描述有其可信度和說服效果之考量。文獻顯示網路口碑的說服效果因子，可信度是影響個人接受訊息及影響產品態度與傳播意圖的關鍵因素；當消費者評估可信度越高時，對於口碑會有越高的接受度，而對口碑可信度的認知則取決於傳播者專業、口碑品質以及正負口碑比例等屬性。然而，相關網路口碑屬性與說服效果的研究，多僅考慮正面或負面單面訊息或著眼於正負面效果的比較，缺乏納入評論者本身之屬性對訊息接收者的影響和研究。因此，本文章以網路論壇或網路平台所傳播之產品購買後評價或是與產品使用相關訊息進行實證研究，探討傳播者專業、口碑品質與正負口碑比例這三項自變數對消費者知覺口碑可信度、產品態度與口碑傳播意圖的影響，目的爲瞭解網路口碑對於訊息接收者之說服效果。研究結果發現，傳播者專業、口碑品質以及正面口碑比例較高，在口碑可信度上較具有影響力。並且由研究結果可發現，口碑可信度程度的不同，將會正向影響消費者之產品態度和口碑傳播意圖。相關管理意涵、產業建議與未來研究方向皆在文中有詳述。

關鍵字

網路口碑 ； 電子商務 ； 說服效果 ； 實驗方法

並列摘要

With the progresses of the network technologies, online shoppers tend to obtain other net users' electronic words-of-mouth (eWOM) in order to decrease the perceived risk in making purchasing decisions. However, due to the fact that the eWOM have a number of characteristics, e.g. anonymous writers, the credibility of disseminated messages, etc. These variables can have possible impacts on affecting message receivers' behavior in persuasion. In literature, study take considerations of both positive/negative eWOM, source credibility, and the representations of the messages in investigating shoppers' behavior is scarce. Therefore, the paper aims at examining these factors on affecting human behavior in adopting eWOM. Results reveal that the expertise background of eWOM writers as well as the proportions of positive eWOM has influences on affecting the persuasive level perceived by message receivers. It also demonstrates that the quality of eWOM in presentation have significant impacts on affecting receiver's behavior. Conclusions and managerial implications are discussed.

並列關鍵字

words-of-mouth ； electronic commerce ； consumer behavior ； online communication ； experimental method

參考文獻

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