探討資訊因素和規範因素對線上推薦文之口碑信任度影響- 以 PTT 美食板為例

Credibility of Electronic Word-of-Mouth : Informational and Normative Determinants of PTT Food board.

陳定庵(Chen Ding-An)

指導教授 ： 蘇宏仁

國立中正大學/管理學院/企業管理系行銷管理研究所/碩士(2014年)

摘要

近年來網際網路的蓬勃發展，消費者已經從原本的依賴廣告轉變為依賴網路的推薦文來搜尋合適的產品或服務，當然尋找餐廳也不例外。近年來許多餐廳為了能夠增加自己的曝光也愈來愈注重網路的口碑推薦文，因此能夠讓消費者信任推薦文的內容顯得非常重要。
本研究將以PTT美食板為例子，以資訊因素和規範因素為變數探討網友對美食推薦文的信任度的影響，並加入來源可信度探討是否會與資訊因素和規範因素產生交互作用影響網友對美食推薦文的信任度。
本研究以網路問卷的方式邀請PTT美食板的使用者填寫，總共收回了166份有效問卷，經過整理後以SPSS統計軟體分析得到以下結果。資訊因素的部分，論點強度、敘述方式以及網友原先認知都與網友對美食推薦文信任度有顯著的影響，代表美食推薦文的內容一定要有足夠的說服力且要平衡的敘述優點和缺點會增加網友對美食推薦文的信任度，網友原先的看法如果和美食推薦文相同也會增加對美食推薦文的信任度。規範因素的部分，推薦文與回覆一致性和推薦文之評價與網友對美食推薦文信任度的影響顯著，意謂著美食推薦文的內容如果和其他網友的認知一致，也會增加網友對美食推薦文的信任度，而美食推薦文之評價也是影響網友對美食推薦文信任度的重要因素。最後美食推薦文平台來源可信度與網友對美食推薦文的信任影響全部都不顯著，由此可見美食推薦文平台來源可信度對PTT美食板平台的干擾效果並不明顯。

關鍵字

線上推薦文 ； 口碑

並列摘要

In recent years , the booming Internet . Consumers have been converted from the original ad to eWom to search the right product or service including restaurant . In recent years , a number of restaurants put more emphasize on eWom in order to increase their exposure , thus allowing consumers to trust the content of eWom is very important .
This research will take PTT Food board for example , using Informational and Normative determinants to explore the effect of the trusting to eWom , and adding source credibility to explore whether the interaction with Informational and Normative determinants effecting the trusting to eWom or not .
In this study , we invited the PTT Food board users to fill the online questionnaire , a total of 166 valid questionnaires were recovered, after finishing with SPSS statistical analysis software , we obtain the following results .
In Informational determinants , Argument Strength , Recommendation Framing , and Confirmation with Prior Belief have significant impact on the trusting to eWom . the results indicate that more persuasive and double-sided eWom content will earn more trusting to eWom of consumer . Confirmation with Prior Belief will also impact on the trusting to eWom .
In Normative determinants , Recommendation Consistency and Recommendation Rating have significant impact on the trusting to eWom , the results indicate that the consistency between contents of eWom and feedback by other users and the Rating of eWom are both important in the trusting to eWom .
Finally , the interaction between Informational and Normative determinants and Source credibility doesn’t have significant impact on the trusting to eWom , the results indicate that the interaction between Informational and Normative determinants and Source credibility doesn’t significant in PTT Food board .

參考文獻

周軒逸, 陳怡伶, & 練乃華. (2011). 部落格迴響一致性對讀者態度之影響. 管理評

information. Psychological review, 91 (1) , 112-149.

Bickart, B., & Schindler, R. M. (2001). Internet forums as influential sources of

Brown, T. J., Barry, T. E., Dacin, P. A., & Gunst, R. F. (2005). Spreading the word:

Investigating antecedents of consumers’ positive word-of-mouth intentions and behaviors in a retailing context. Journal of the Academy of Marketing Science, 33(2), 123-138.