網路評論對於購買意願之影響 -以產品類型為調節變數

隨著網路的普及，網路購物變得越來越完善，消費者購物逐漸從線下轉為線上，沒有了線下商品實際的觀看，消費者購物前會在線上搜尋產品相關的資訊，並利用其他消費者的網路評論來當作參考依據，以降低對商品的疑慮，但評論的內容千百種，何種評論才能有效地增加消費者對於商品的購買意願呢?故本研究欲探討網路評論品質、正面網路評論對於消費者購買意願之影響，並因為不同產品類型可能會有不同的研究結果，消費者對於產品的涉入程度、對網路評論的了解程度也可能對結果產生影響，故此研究把產品類型與產品涉入程度以及觀看者專業性當作調節變數，分別探討正面網路評論對購買意願之調節效果。此研究透過發放問卷來驗證網路評論品質、正面網路評論、產品類型、產品涉入程度、觀看評論者專業性之關係，最後的研究結果也顯示，網路評論品質及正面網路評論能夠有效地增加消費者的購買意願，且產品類型會顯著調節正面網路評論與購買意願之關係。

關鍵字

網路評論品質；正面網路評論；產品類型；產品涉入程度；觀看評論者專業性

並列摘要

With the popularization of the network, online shopping is becoming more and more convenient,The purpose of this study is to investigate whether postive reviews,review quality affect consumers' purchase intention.Because different product types may have different research results, the degree of consumer involvement in the product, and Knowledge of online comments may also influence the results. Therefore,product type and product involvement degree and Recipient’s Expertise are regarded as moderating variables in this study. In this study, questionnaires were issued to verify the relationship between positive review, review quality, Recipient’s Expertise ,product type and product involvement . The results also show that the quality of online reviews and positive online reviews can effectively increase consumers' purchase intention, and the Product type significantly moderates the relationship between positive online reviews and purchase intention.