- 學位論文
網路口碑閱讀動機與相應行為之研究：消費者學習觀點
Motives and Corresponding Behaviors in Reading Electronic Word-of-Mouth: A Consumer Learning Perspective
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摘要
本論文採用質性量化方法並行的方式，探討消費者閱讀網路口碑的動機與相應行為，且進一步了解消費者如何處理從網路口碑所獲得的資訊。質性研究發現消費者在購買產品或服務前，會有四種閱讀網路口碑的動機與相應行為，分別為“資訊搜尋”(Information Searching)、 “資訊確認”(Information Securing)、“資訊瀏覽”(Information Skimming)與“資訊收藏”(Information Storing)，共四個IS動機與行為。同時，研究發現消費者在購買產品或服務後，亦會有閱讀網路口碑的動機與相應行為，分別為“機會搜尋”(Opportunity searching)與“意見確認”(Opinion confirming)，共兩個OS動機與行為。 接著，研究者透過消費者學習理論觀點，從不同消費者閱讀網路口碑的動機與行為中，歸納出四種處理網路口碑資訊的模式，分別為“選擇驗證”(Choice testing)、“選擇確認”(Choice confirming)、“結果驗證”(Outcome testing)與“結果確認”(Outcome confirming)，共四種資訊處理模式。並且根據質性研究發現，結合過去相關文獻，推演出可供驗證之假設，以期深入了解不同資訊處理模式對消費者網路口碑活動、網路口碑資訊與類型需求之影響。最後，研究者經由實驗設計的方式，對相關假設進行驗證。結果顯示不同動機下的資訊處理行為，對消費者的網路口碑搜尋努力、知覺搜尋效益、網路口碑數量與多樣性需求有顯著影響。
並列摘要
Through the interview, this study finds a 4-IS categories for interpreting consumer’s motives and corresponding behaviors of reading eWOM in pre-purchase condition, including “Information Searching”, “Information Securing”, “Information Skimming”, and “Information Storing”. Researchers also finds 2-OS types: “Opportunity searching” and “Opinion confirming” to explain consumer’s eWOM reading motives and corresponding behaviors in post-purchase condition. Then, the research develops four sorts of consumer’s information processing embedded in different consumer’s behaviors: “Choice testing”, “Choice confirming”, “Outcome testing”, and “Outcome confirming”. Each process is illustrated by adopting concepts of consumer learning. The paper further infers hypotheses according to the discussion of interview findings and literatures. Finally, the experimental study is employed to examine these hypotheses.
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