消費者評價行為之探討－個人、社會及交易情境層面之分析

近年來隨著網際網路蓬勃發展使得網路購物規模不斷增加，而網路評價扮演著第三者客觀的衡量標準，所以評價意見對於店家和消費者都佔有重要的地位。然而，消費者考量評價行為過程中，往往容易受到內、外在因素的影響，而改變自己原本的評價意向。因此，本研究採用消費者抱怨行為理論(Consumer Complaining Behavior)作為評價行為(Feedback Behavior)的探討基礎，分別自個人、社會及環境層面提出八個影響構面：過去經驗、評價態度、人格特質、社會風氣、評價成本、期望價值、涉入程度、不滿意程度，並且為了避免受測者對於問卷情境的商品或服務出現認知上的差異，因此將涉入程度及不滿意程度納為干擾變數，來探討對其他因素的干擾效應。本研究採用網站次級資料和問卷研究分析，結果顯示對於評價行為的影響：個人層面中過去經驗和評價態度有顯著影響，而社會層面中社會風氣、評價成本和期望價值具有顯著影響，另外，環境層面中也發現不滿意程度及涉入程度有顯著影響，而涉入程度則對部分個人特質具有干擾效應。

關鍵字

評價行為；網路評價；消費者抱怨行為

並列摘要

In recent years, rapid and rising development in Internet makes the scale of online shopping continuously increasing. Moreover, online feedback which plays third party as an objective evaluation measure is essential for stores and consumers. However, it is easy to be influenced by internal and external factors as consumers are in a process of behavior of considering feedback, and further change their feedback they thought originally. Therefore, this study adopted Consumer Complaint Behavior Theory as the basis for feedback behavior, and indicated eight dimensions as follow from personal, social and environmental aspects individually which are previous experiences, feedback attitudes, personality characteristics, social climate, cost feedback, benefits evaluation, involvement, degree of dissatisfaction. In order to avoid cognitive differences that subjects might have in questionnaire context, the degree of involvement and dissatisfaction were regarded as disturbance variables to probe into the interference of other factors. Secondary data from websites and questionnaires survey analysis were adopted in this study, and the result shows several aspects as follow which may impact feedback of behavior. Firstly in individual aspect, there is a major effect between previous experiences and feedback attitudes. Secondly in social aspect, a significant effect among social climate, cost feedback, and benefits evaluation was found. Thirdly, in environmental aspect, degree of dissatisfaction and involvement were found with a significant effect, and involvement has moderating effect on partial personal qualities.