網路口碑之說服效果：消費者懷疑之影響

The Persuasive Effects of Electronic Word-of-Mouth: The influence of Consumer Skepticism

簡虹聿(Hung-Yu Chien)

指導教授 ： 汪志堅

國立臺北大學/商學院/資訊管理研究所/碩士(2010年)

摘要

隨著網路普及，人們可以隨意地在網路上發表言論，而越來越多的產品評論也隨之而生。然而，因為有些網路產品評論看起來就像是部落格廣告，或者是置入性行銷，而非是單純的消費者經驗分享。因此，消費者在閱讀網路口碑時，可能容易懷疑所看到的產品評論根本就是另一形式的產品廣告。本研究檢驗了什麼樣的因素會導致消費者對於產品評論的懷疑，以及消費者懷疑如何影響說服效果。本研究進行了共有307個受訪樣本的兩個實證研究。研究一針對化妝品(BB Cream)的部落格評論作研究；而研究二則是針對美食部落格作研究。研究結果顯示消費者的產品涉入會對懷疑有負面影響，產品涉入越高的人越容易被部落格內容說服，而不生懷疑。而隨著產品類別的不同，擁有豐富美食經驗的消費者，則越容易對部落格內容產生懷疑；然而，在化妝品上，消費者的經驗對他們的懷疑沒有顯著的影響。此外，兩個研究的結果皆顯示，一旦消費者對訊息內容心存懷疑，他們對部落格的認知可信度會相對地降低，這對說服效果會產生負面的影響。研究也發現對產品有良好態度的消費者，比較願意對此產品服務做消費，也會願意將此部落格的正面口碑散播給他人。本研究有益於幫助想要了解部落格產品評論的行銷人員和學者。

關鍵字

電子口碑 ； 消費者懷疑 ； 涉入 ； 經驗 ； 說服效果

並列摘要

Many blog product reviews are accessible on internet. Nevertheless, because some of blog produce reviews seem like blog advertisements or even product placement instead of pure consumer experience sharing, hence, consumers may be sceptical of product reviews like that. This article investigated what factors induced consumer skepticism and how consumer skepticism affected persuasive effect. The research executed two empirical studies. Study 1 used blog product reviews about cosmetic and study 2 employed those about restaurant. The research finding indicated individuals’ product involvement had an influence on consumer skepticism. But referring to different product types, consumers with more dining-out experiences more generate skepticism toward message content. But the same phenomenon didn’t appear in cosmetic product reviews. Both studies found out once consumers suspect the message content, they decrease their blog perceived credibility at the same time. Besides, whether skepticism had a negative influence on product attitude directly was based on which product it was. Further, consumers’ product attitude will affect their purchase intention and their intention of WOM communication. These findings will be helpful for marketers and practitioners that want to understand the effects of blog product reviews.

並列關鍵字

eWOM ； consumer skepticism ； involvement ； experience ； persuasive effect

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