評論來源與評論極端對網路評論幫助性之影響 —以產品類型為調節變數

The Effect of Review Source and Review Extremity on Helpfulness of Online Review- Product Type as A Moderator

李宜錡(Yi-Chi Li)

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(2015年)

摘要

網路科技的快速發展及普及，口碑訊息不在侷限在過往傳統方式需要面對面等限制，現在消費者可透過網路所提供的便利性及即時性，搜尋自身有興趣、意願購買的產品，透過網路評論中之產品資訊及他人先前的消費經驗，作為消費者購買決策中重要的一環。而在資訊大爆炸的時代而言，網路評論的資訊太多也太混亂，而在這些網路評論中，哪些是被消費者所認為夠為他們帶來及產生幫助呢？在過往的研究探討中，有許多相關議題之討論但尚未被徹底地探討。而本研究將延續探討網路評論幫助性之關係影響，因此，本研究為探討影響消費者知覺網路評論幫助性之因素，使用2 × 2× 2的實驗設計，探討網路評論在產品類型(實用財與享樂財)、評論來源(專家與非專家)以及評論極端(極端與非極端)之下，消費者對評論幫助性之差異。研究結果發現產品類型、評論來源以及評論極端各自三個因素對依變數評論幫助性都有顯著程度之差異，但彼此之間無交互作用之影響。本研究結果可供學術上，更進一步延續探討網路評論幫助性之議題，而在實務上，更能夠為商業運作上提供回饋及建議。

關鍵字

享樂財 ； 實用財 ； 評論極端 ； 評論來源 ； 網路評論幫助性 ； 產品類型 ； 網路評論

並列摘要

With the rapid development and popularity of the Internet, Word of Mouth (WOM) is no longer limited to the face to face this kind of traditional way to convey the messages, and now consumers can rely on the convenience and instantaneity the Internet provide to search the information and others’ experiences of the product they are interested in and have intention to buy. Nevertheless to say, online reviews gradually become the most important part that affect consumers’ decision making. However, there are numerous online reviews can be accessed, but what types of the online reviews can be thought helpful by consumers has not been thoroughly researched. Therefore, we conducted a 2 × 2 × 2 experiment design to explore and investigate what factors would influence consumers. Our study examined the effect of product types (hedonic good and utilitarian good), review source (expert and non-expert) and review extreme (extreme and non-extreme) on consumer perceived the helpfulness of online reviews. The results of the experiment revealed that product types, review source and review extreme have direct impact on the helpfulness of online reviews. And we found no interaction effect of these three factors. The findings provided theoretical and practical contributions and implications. In theoretical part, we have further research on helpfulness of online reviews, and in practical part, the findings can give commercial advices and feedback to companies

並列關鍵字

Review Extremity ； Review Source ； Helpfulness of Reviews ； Product Type ； Online Reviews

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