網路口碑行銷對於消費者購買意願之影響

The Influence of Electronic Word-of-Mouth on Consumer Purchase Intention

徐士媄(Shih-mei Hsu)

指導教授 ： 陳宜棻

中原大學/商學院/國際貿易研究所/碩士(2009年)

https://doi.org/10.6840/cycu200901554

摘要

消費者面臨產品評估或購買決策時，口碑訊息一直是重要的指標。隨著網路的興起及網路留言板的盛行，原本受限於時間地理的口碑傳播方式將對於消費者購買意願的影響也隨之變大，消費者間互動的影響力也逐漸成為行銷領域的重要議題。
有別於以往針對3C產品、書籍、電影等產業進行網路口碑研究，本研究以目前最熱門的美妝網路討論區為研究標的，分別以「訊息數量」及「訊息內容」當作網路口碑訊息的二構面，針對「網路口碑訊息」對於「消費購買意願」之影響，並且加入「價格」、「涉入程度」做為干擾變數，來探討是否會對網路口碑訊息對購買意願的影響產生干擾作用。
在研究方法上，本研究以「實驗室實驗法（Laboratory Experiment）」進行12種不同情境實驗，有效資料405份，研究的結果主要有下列幾點：
1. 網路虛擬社群討論區中，留言訊息的數量越多，對於消費者購買之意願影響越大。
2. 網路虛擬社群討論區中，正面留言訊息越多，對消費者購買意願有正向影響。
3. 網路虛擬社群討論區中，負面留言訊息越多，對消費者購買意願有負向影響。
4. 網路虛擬社群討論區中，負面口碑之訊息留言，對於消費者購買意願影響力大於正面口碑之訊息留言。
5. 網路虛擬社群討論區中，「價格」會干擾訊息對消費者購買意願的影響。「價格」低者相對於「價格」高者，會使「訊息數量和內容」對消費者「購買意願」的產生正面的影響。
6. 網路虛擬社群討論區中，「涉入程度」會干擾訊息對消費者購買意願的影響。「涉入程度」低者相對於「涉入程度」高者，會使「訊息數量和內容」對消費者「購買意願」產生正面的影響。

關鍵字

購買意願 ； 價格 ； 涉入程度 ； 網路口碑

並列摘要

WOM (Word-of-Mouth) communication has long been considered as an important indicator for the product evaluation and purchase intention of consumers. However, due to the rapid development of the internet and online forum which are characterized by its speed and multi-faceted ways of presentation, the EWOM is believed to have a greater impact on consumers than the traditional way of WOM communication. The interactive communication among consumers has gradually becoming the important issue in marketing communication.
Different from the prior research of WOM which has focused primarily on 3C products, books or movie industry, this study focuses on the most popular cosmetics online forum. The study adopts 2 (few or multiple of eWOM messages) × 2 (positive or negative of eWOM ) experimental design with the 2 moderating effects as the product price and the involvement to investigate and how these would in turn affect the purchase intentions of receivers.
This research conducted a laboratory experiment with 12 different scenarios and the subjects are college students and employees who have experience browsing online forum. A total of 405 valid samples were collected into analysis. Results of our experiment reveal that electronic word-of mouth is an important determinant of purchase intention, and both price and involvement are found to be effective moderators. The finding of the study are as following：
1. The more of eWOM, the greater influential it is on consumer purchase intention.
2. The more of PWOM is, the more positive influential it is on consumers’ purchase intention.
3. The more of negative WOM is, the more negative influential it is on consumers’ purchase intention.
4. Negative WOM, as compared to positive WOM, negative one has stronger effects on consumers’ purchase intention in online forum.
5. Price has a negative correlation with EWOM (both message numbers and content), the higher the price is, the lower the influence of the EWOM on the purchase decision is.
6. Involvement has a negative correlation with EWOM (both message numbers and content), the higher the involvement is, the lower the influence of the EWOM on the purchase decision is.

並列關鍵字

electronic word-of-mouth ； price ； involvement ； purchase intention

參考文獻

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