探索電子口碑對購買意圖影響之研究

The research of the electronic word of mouth on purchase intention

李唯菁(Wei-Ching Li)

指導教授 ： 翁頌舜

國立臺北科技大學/管理學院/資訊與運籌管理研究所/碩士(2012年)

摘要

近年來，網際網路的蓬勃發展，從原先傳統的口碑傳播形式已經轉變成電子口碑的方式，電子口碑已經逐漸成為消費者進行購買決策時的重要依據，以幫助消費者即時獲得想要了解的資訊以及降低其購買風險。許多研究報告對於口碑的效果也是抱持肯定態度，但是，在口碑研究的相關文獻中，關於探討產品與口碑關係的文獻卻多侷限於單一類型的產品，較少有實證研究比較不同產品類型的口碑效果，因此研究口碑的各種影響效果在不同的產品間是否存在差異，就成為本研究的主要方向。
本研究主要探討當消費者在購買搜尋品以及經驗品時，其電子口碑(訊息方向、口碑品質)以及涉入程度(廣告涉入、產品涉入)對於消費者購買決策之影響，並將口碑搜尋行為視為一項干擾變數，試圖了解口碑搜尋行為是否會干擾原先消費者的購買意圖。本研究結果發現，在購買搜尋品以及經驗品時，電子口碑訊息方向、電子口碑品質以及產品涉入對於消費者的購買意圖都具有顯著的影響，廣告涉入中只有在購買搜尋品時，對於消費者的購買意圖有顯著的影響，而口碑搜尋行為在電子口碑訊息方向以及電子口碑品質對於消費者的購買意圖上不具有干擾的效果。

關鍵字

電子口碑 ； 涉入程度 ； 搜尋品 ； 經驗品 ； 購買意圖

並列摘要

In recent years, within Internet develops rapidly, the traditional word of mouth has transformed into the electronic word-of-mouth (e-WOM). Electronic word of mouth has gradually become an important basis in the consumer purchase decision, which can help consumers get the information they prefer to immediately reduce the risk of their purchase. Due to the fact that most of the researches in word of mouth have focused on the relationship between only one category of products, the main direction of this research is to explore whether the effects of word of mouth have differences among various products or not.
This study explores how the electronic word of mouth and the involvement will affect the purchase decisions of customers while purchasing search goods and experience goods. This study tries to realize if the electronic word of mouth will affect the purchase decision of the consumer by using the search behavior as the moderator. The results of this study shows that the direction, the quality of electronic word of mouth and the product involvement will affect the customer’s purchase intention while purchasing search goods and experience goods, which the involvement of ads will affect the customer’s purchase decision significantly only when purchasing search goods. And search behavior does not have interference affection on electronic word of mouth direction and electronic word of mouth quality to consumer’s purchase intention.

並列關鍵字

Electronic Word of Mouth ； Involvement ； Search Goods ； Experience Goods ； Purchase Intention

參考文獻

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