電子口碑說服效果之研究：產品評論分布與模糊耐受度

Persuasion Effect of e-WOM：The Distribution of Product Reviews and Ambiguity Tolerance

王怡婷(Yi-Ting Wang)

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

消費者常常搜索資訊與諮詢，加以確保聰明的購買決策。電子口碑
則可作為評估產品的一項重要資訊來源。本文的焦點是電子口碑的數量
與分佈對於個人購買意願的影響。涉入與模糊耐受度的個人差異則被認
為是影響電子口碑說服效果的兩個因素。本文進行了總計396 個受訪樣
本的三項實證調查，加以探討電子口碑的說服效果。研究一調查消費者
特質(模糊耐受度與涉入)對於電子口碑說服效果的影響。研究二重點是電
子口碑的數量與消費者購買意願之間的關係。研究三目標在探討電子口
碑分布對於消費者購買意願的影響。模糊耐受度與涉入干擾說服效果也
在這研究二和三中被討論。在這三項研究中，餐廳被選定為電子口碑的
實驗產品，並獲得了以下的發現：模糊耐受度有負向的說服效果；個人
的涉入與電子口碑的數量皆正向於購買意願。本研究發現只有高涉入者
在電子口碑數量和購買意願呈正向關係，還發現較少負面評價的J-shape
電子口碑，比起其他的電子口碑分布有較好的說服效果。這些結果均有
益於學術和實務界了解電子口碑說服效果的影響因素。

關鍵字

口碑 ； 數量 ； 分布 ； 模糊耐受度 ； 涉入 ； 購買意願

並列摘要

Consumers usually search information and consult with others to ensure a smart
purchase decision. Electronic word-of-mouth (e-WOM) serves as an important information
source to evaluate the product. This article focuses on the influence to individuals' purchase
intention of e-WOM quantity and distribution. Personal differences of personal involvement
and personality traits of ambiguity tolerance are considered as two factors influencing the
persuasion effect of e-WOM. This article conducted three empirical surveys to investigate the
persuasion effect of e-WOM. Study 1 examined the impact of consumers’ characteristics of
tolerance of ambiguity and involvement on persuasion effect of e-WOM. Study 2 focused on
the relation between the quantity of e-WOM and consumers’ purchase intention. Study 3
aimed to discuss the impact of e-WOM distribution on consumers’ purchase intention. The
moderate of involvement and ambiguity tolerance on persuasion effect are also discussed in
both study 2 and 3. In all the three studies, a restaurant was selected as the target of e-WOM.
This article revealed the following finds: Ambiguity tolerance is negative relative with
persuasion effect; Personal involvement and E-WOM quantity is positively relative to
purchase intention. This positive relationship between e-WOM quantity and purchase
intention exists only for individuals with high involvement; Distribution of J-shape rating score of e-WOM, in which few reviews are negative, is with superior persuasion effect than
other shapes of e-WOM distribution. These results are useful for both academics and practice
to better understand the influence factors for persuasion effect of e-WOM.

並列關鍵字

Word-of-mouth ； Quantity ； Distribution ； Tolerance of Ambiguity ； Involvement ； Purchase Intention

參考文獻

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