使用者評論對購買電競筆電的影響 ─以涉入程度、認知需求為干擾變數

The Effects of User Review on Consumers Purchase Intention-Need for Cognition and Purchase Involvement as Moderating Variables

范偉銘(Wei-Ming Fan)

指導教授 ： 廖本哲

中原大學/商學院/企業管理研究所/碩士(2017年)

https://doi.org/10.6840/cycu201700700

摘要

過去消費者在購買筆記型電腦產品時，由於價格逐漸大眾化，各品牌廠商之產品在外觀與功能上並無太大差異，消費者往往就以外觀或品牌形象，就進行購買決策。而如今消費者在購買電競或高規格的筆電前，消費模式已不同以往，消費者開始會考慮電腦效能與規格，也更會自主地搜尋使用者經驗的分享或評論。因此，本研究因應電競筆電市場在台灣的快速崛起，消費者購買電競筆電之購買行為的改變，使用者評論重要程度的提升，本研究以Kronrod and Danziger (2013)的研究作為基礎，試圖探討消費者對於不同論點訴求的使用者評論，在不同的涉入程度與認知需求影響下，反映出不同程度的購買意願。

本研究採用實驗設計法，分為兩個實驗設計，以大眾筆電消費者為主要研究對象發放問卷，實驗一為涉入程度對論點訴求與購買意願的干擾效果；實驗二涉入程度對論點訴求與購買意願的干擾效果。

本研究結果雖然在涉入程度與認知需求干擾上，未達顯著程度，但是也從研究過程中直接證實Andrews et al. (1990)對高、低涉入的研究，以及Martin et al.(2005)與Schiffman and Kanuk(2000)針對高、低認知需求的研究都能沿用於電競筆電上。

關鍵字

使用者評論 ； 評論訴求 ； 涉入 ； 認知需求

並列摘要

Consumers in the past when the purchase of notebook computer products, due to the gradual popularization of the price, the brand manufacturers of products in the appearance and function is not much difference, consumers tend to appearance or brand image, the purchase decision. Consumers are now thinking about computer performance and specifications, and are more likely to search for user experience or share their experiences before buying a gaming or high-profile laptop.

Therefore, this study is based on the research of Kronrod and Danziger (2013), which is based on the rapid rise of the gaming notebook’s market in Taiwan, the change of purchasing behavior of consumers buying electricity gaming, and the improvement of user's comment. , Trying to explore consumer demand for different users of the comments, under the influence of different levels of involvement and cognitive needs, reflecting the different degrees of purchase intention.

In this study, the experimental design method is divided into two experimental designs, which are used as the main research object of the mass pen consumers. The experiment is the interference effect of the degree of participation on the demand of the argument and the purchase intention. Appeal and purchase intention of the interference effect.
Although the results of this study are not significant to the degree of involvement and cognitive interference, but also from the research process directly confirmed Andrews et al. (1990) on high and low involvement research, and Martin et al. (2005) And Schiffman and Kanuk (2000) for high and low cognitive needs of research can be used in gaming notebook.

並列關鍵字

User Review ； Review Message Appeals ； Involvement ； Cognitive Need

參考文獻

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