3C產品開箱文之閱讀動機、經驗、與閱後行為：探索性研究

Reading Motivation, Experience and Post-reading Activities of 3C Product Unboxing Articles: An Exploratory Study

林昱旻(Yu-Min Lin)

指導教授 ： 曾光華

國立中正大學/管理學院/企業管理系行銷管理研究所/碩士(2013年)

摘要

隨著近年來網路環境的快速發展，社群分享的概念也逐漸形成。而開箱文分享的概念近年來也隨著3C產品的快速發展，逐漸成熟，因此出現了許多以撰寫3C產品開箱文為主業的部落客。

本研究共募集10位樣本，透過個人深度訪談，以讀者的觀點來探究消費者在閱讀3C產品類的開箱文的動機、經驗和閱讀完開箱文的各種行為；以及以不同的文本類型所撰寫的開箱文對於讀者會產生怎樣不同的影響；並依此現象思考開箱文撰寫在行銷上的管理意涵。在台灣，多數的開箱文發表在論壇及個人網站內，兩種不同的網站環境，也讓3C產品開箱文讀者產生不同的感受。

研究結果發現：(1)個人及家人朋友的需求與興趣和新聞媒體的報導都是影響閱讀開箱文的動機。(2)購買產品前後閱讀開箱文是為了降低風險及解決問題。(3)消費者在尋找開箱文閱讀時，對於作者辨識度較低。(4)圖片為主、文字為輔的開箱文，加上中立不偏頗的文字運用是讀者喜好的開箱文類型。(5)當開箱文讀者擁有該產品後，回覆文章的意願會提高。(6)文本類型對於購買意願及再訪意願有一定的影響力。(7)與讀者相反的口碑方向對於讀者的購買意願及再訪意願並無直接影響。

關鍵字

再訪意願 ； 文本類型 ； 網路口碑 ； 開箱文

並列摘要

Due to the rapid evolvement of internet environment, share within the social community is become popular. On the other hand, with the diversification of the 3C product, the “Unboxing” articles are become more mature. Therefore, there are many people live by posting the unboxing articles on their blog.

There are 10 samples in this study. By conducting individual depth interviews, the researcher trying to figure out the motivation, experience, and post-reading behavior while reading the Unboxing articles. Besides, the effect of the unboxing articles written in different genres are included in this study. In addition, most of the unboxing articles are posted on the technology forum, personal website or blog in Taiwan, and these may bring different feelings to readers.

Result shows that: (1) The demands from individual, family, or friends and media influence are all the motivation that people read unboxing articles. (2) People read the unboxing articles before purchasing is to reduce the risk, and read after buying is to solve the problem. (3) Consumer are easily to ignore the author’s name while read unboxing articles. (4) People like the unboxing articles with neutral wording, and the proportion of photos should be higher than words. (5) The intention of replying the article will be higher after the reader gets the product. (6) The genre of the unboxing articles does effect on readers’ purchase and re-visit intention. (7) The unboxing article with opposite argument against readers’ intention will not influence on their purchase and website re-visit intention.

並列關鍵字

Website re-visit ； e-Wom ； Genre ； Unboxing

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