探討網路口碑傳播與社會關係連結對於線上購物意願之影響

The Influence of eWOM and Social Connection on Online Shopping Intention

葉昱呈(Yu-Cheng Yeh)

指導教授 ： 許瑋元

國立臺灣大學/管理學院/資訊管理學研究所/碩士(2011年)

https://doi.org/10.6342/NTU.2011.01366

摘要

近年來使用者在網路上透過真實人際關係進行互動以及網路購物的行為比例已大幅增加，同時從電子商務業者對於電子行銷工具的投資金額中也發現業者已開始利用社群概念的電子行銷工具發展不同的行銷策略，因此未來若要有效提高消費者的購買意願，利用使用者端的訊息傳遞管道將是相當有效的說服途徑，為了瞭解在這樣的說服途徑中消費者所分享的資訊與社會關係連結對於線上購物意願的影響為何，本研究將探討網路口碑、社會關係連結以及其他因素是否會影響，以及如何影響消費者的線上購物意願。
本研究以Zhou的線上購物接受模型為基礎，探討消費者的背景因素、網路口碑的強度、以及社會關係連結強度對於線上購物意願的影響，研究範圍包含各種類型的商品與服務，並以台灣地區曾從事過線上購物或對於線上購物有一定程度了解的消費者作為研究對象。
本研究之主要發現包括：第一，消費者的性別差異會改變外界群體對於消費者的影響程度，研究結果發現女性受外界群體的影響較高。第二，消費者產生線上購物意願的方式遵循原本線上購物接受模型的路徑，透過認知結果-態度以及規範信仰兩種路徑影響線上購物意願。第三，網路口碑能夠透過線上購物接受模型中認知結果-態度以及規範信仰兩種路徑影響線上購物意願，當網路口碑傳播的正面程度越高，消費者線上購物意願的程度也較高。第四，社會關係連結並不會調節網路口碑與線上購物意願之間的關係，而是同樣透過線上購物接受模型中認知結果-態度以及規範信仰兩種路徑影響線上購物意願，當社會關係連結越強，消費者線上購物意願的程度也較高。

關鍵字

電子商務 ； 網路口碑 ； 社會關係連結 ； 線上購物意願 ； 線上購物接受模型

並列摘要

In recent years, the proportion of user interaction and online shopping behavior through real relationships has increased substantially; meanwhile, we found that sellers have used community-based marketing tools to develop marketing strategies. The communication between users could be an effective way to improving consumers’ intention of online shopping. This study will find out whether and how eWOM, social connection, and other factors have an influence on online shopping intention.
This study is based on Zhou’s Online Shopping Acceptance Model, to find out the influence of consumer demographics, eWOM, and social connection on online shopping intention. The research scope contains any type of product and service, and the research objects are the consumers with online shopping experience or basic knowledge.
The result of this study is that: First, gender will change the impact from outside groups. We found that female would receive greater impact from outside groups. Second, the ways consumers build up online shopping ontention will follow the paths in OSAM. Third, eWOM will have an influence on online shopping intention by following the paths in OSAM, when consumers receive better eWOM, they would build up greater intention. Forth, social connection won’t moderate the relation between eWOM and online shopping intention, social connection will have an influence on online shopping intention by following the paths in OSAM, when social connection is stronger, and consumers would build up greater intention.

並列關鍵字

e-Commerce ； eWOM ； Social Connection ； Online Shopping Intention ； Online Shopping Acceptance Model

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