消費者採用網路平臺傳播購後訊息意圖之研究

A Study on Investigating Consumer Intentions to Adopt Internet Platform for Disseminating Post-Purchase Opinions

林彣珊(Wen-Shan Lin) ； 許應哲(Ying-Chu Hsu) ； 黃馨儀(Hsin-I Huang)

《商管科技季刊》 10卷2期 (2009/06) Pp. 197-223

https://doi.org/10.30083/CMQ.200906.0002

摘要

依據網路行銷的相關文獻，口碑式行銷，或稱爲病毒式行銷，被指爲有效率的策略性行銷方式。此行銷方式鼓勵顧客做正負向的產品口碑傳播，以顧客的購後經驗爲核心並由顧客主動反應購買、使用產品或服務後的經驗。然而，現有的口碑式網路行銷相關文獻多著重於研究網路口碑如何能影響消費者的購買行爲或品牌忠誠度，對於影響消費者主動採用網路平台傳播購後訊息意圖的文獻仍缺乏。因此，本研究以顧客於實體通路購買經驗的滿意度和品牌信任觀點爲基礎，並導入計畫行爲理論(Theory of Planned Behavior, TPB)，以國內生技化妝品產業爲個案，採實證研究的方式研究並探討消費者主動採用企業網站平台傳播購後相關訊息意圖和影響因子。本研究總共收集535份有效問卷，在應用結構方程式和相關統計分析方法之後，實證分析之研究結果爲：(1)消費者經由實體通路購買產品產生的滿意度，會間接透過品牌信任顯著影響上網傳播購後訊息動機。(2)消費者主動上網傳播購後訊息動機會正向顯著影響他們對該行爲的態度。(3)相較於知覺行爲控制和主觀規範，消費者對於主動上網傳播購後訊息態度會正向顯著影響他們對該行爲的意圖。文末，本文並對未來研究機會和管理意涵提出相關建言和討論。

關鍵字

購後行爲 ； 顧客滿意度 ； 品牌信任 ； 口碑傳播 ； 病毒行銷 ； 計畫行爲理論

並列摘要

The online word-of-mouth marketing strategy, which is also known as viral marketing strategy, is denoted as an efficient method to conduct online marketing. It orients consumer to freely address positive or negative statements in the post-purchase process with regard to certain products or services. By reviewing these statements, new customers will be attracted on one hand; while dissatisfied customers' complaints can be heard and improved by the companies on the other hand. Therefore, it is important to motivate customers to actively participate in disseminating post-purchase opinions through the Internet. In view of this, the research objective of this paper is to explore consumers' intentions to adopt Internet for disseminating post-purchase opinions and to examine the influential factors that affect customer behavior from the perspectives of customer satisfaction and brand trust. The case study of biotechnological cosmetic industry in Taiwan is taken as the example. Theory of planned behavior is also employed to investigate consumers' intentions to adopt Internet for disseminating post-purchase opinions. There are 535 valid questionnaires (82%) been collected. Results reveal three points: (1) Brand trust influences customers to actively express post-purchase opinions online. (2) Customers' motivations with regard to disseminate post-purchase opinions online are statistically significant with relation to their attitude toward this behavior. (3) Customers' intentions with regard to disseminate post-purchase opinions online are statistically significant with regard to their behavior. Future research opportunities and managerial implications are discussed and given in this paper.

並列關鍵字

Post-Purchase Behavior ； Customer Satisfaction ； Brand Trust ； Word -of-Mouth Communication ； Viral Marketing ； Theory of Planned Behavior

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