正面口碑可信度與訊息診斷性對品牌態度的影響 - 以保養品為例

根據許多的研究發現，消費者在購物前都會上網輸入關鍵字進行查詢，就能立即了解一個產品的特性以及其優缺點，而網路上的口碑以及線上的其他資訊可能會影響其購買意願。消費者對於未購買過的產品具有高度購買的風險，因此消費者在進行購買決策時可能會搜尋其他人對產品的評價或其他資訊來推論及熟悉產品的品質。因此在本研究中將探討正面口碑可信度以及訊息診斷性對品牌態度(品牌信任以及品牌情感的影響，進而影響消費者之購買意願。本研究透過線上問卷進行問卷的發放，一共收回 324 份有效問卷，並針對回收的資料透過 SPSS 統計軟體進行分析，最後根據實證之結果而提出主要研究結論如下: 1. 大頭貼(真人/其他)、帳號名稱(真名/其他)、以及商業意圖對正面口碑可信度無顯著的影響。 2. 評論人數(多/寡)以及評論星級的排列方式(逐步增加/參差不齊)在交互作用下對訊息診斷性具有部分顯著的影響 3. 正面口碑可信度與訊息診斷性具對品牌信任具有高顯著的影響 4. 正面口碑可信度與訊息診斷性具對品牌情感也具有高顯著的影響 5. 品牌信任與品牌情感對購買意願具有高顯著的正向影響

關鍵字

網路口碑；商業意圖；可信度；診斷性；品牌態度；購買意願

並列摘要

According to many studies, there are many consumers will input the keywords with internet to search the information before purchasing, they can understand the characteristics of the product and know its advantages and disadvantages immediately. The evaluation of the product and the online information may affect the purchase decisions of the consumers. Perhaps, the products that consumer didn't buy before that had high risk for purchase intention. Therefore, consumers may search the evaluations of the other users or the other information for reference and familiarize with the quality of products when making purchase decisions. Therefore, the study will research the impact of Positive Word-of-mouth Credibility and Information Diagnostics on Brand Attitude (Brand trust and Brand sensitivity) and explore the relationship between Brand Attitude (Brand trust and Brand sensitivity) and Purchase Intentions. The study collected 324 valid questionnaires through online and used the SPSS statistical software to analysis the questionnaires. The major conclusions of the study as follows: 1. There aren’t significant effect of the Head shot(real person / others), User name (real person / others), and Business Intention (yes / no) on Positive word-of-mouth credibility. 2. There are partially significant effect of the number of reviewers (multiple / lower) and the arrangement of review star ( gradually increase / jagged) on Information Diagnosticity 3. There are a high significant positive effect of Positive word-of-mouth credibility and Information Diagnosticity on Brand Trust. 4. There are a high significant positive effect of Positive word-of-mouth credibility and Information Diagnosticity on Brand sensitivity. 5. There are a high significant positive effect of Brand Trust and Brand sensitivity on Purchase Intention.