網路評論對消費者購買意願之影響

隨著科技資訊的進步和發展，網際網路已成為消費者獲得資訊和分享意見的主要管道。評論網站更是消費者瀏覽資訊和搜尋的最受歡迎的平台。然而，現在的消費者習慣看過網路評論後才會有購買意願，再加上評論網站大部分的文章來自其他消費者的自身經驗，並且夾雜著正反意見及觀點，消費者可透過查看產品的線上評論來瞭解該商品的特性特徵以及其他消費者的購買意見。本研究以理性行為理論(Theory of Red Action, TEA)為基礎，探討消費者是否會因為網路評論進而影響對產品的購買意願。並於網路發放問卷的方式進行研究，共蒐集395份有效樣本，並透過SPSS進行資料分析，用以檢驗研究假說。研究結果顯示，消費者對網路評論的態度、主觀規範會顯著影響其消費者的購買意願。

關鍵字

網路評論；理性行為理論；購買意願

並列摘要

With the advancement and development of technology information, the Internet has become the main channel for consumers to obtain information and share opinions. The review site is the most popular platform for consumers to browse information and search. However, today's consumers are accustomed to watching online reviews before they have the willingness to buy. In addition, most of the articles on the review site come from other consumers' own experiences, and they are mixed with positive and negative opinions and opinions. Consumers can view products. Consumers can view the product's online features to understand the product's characteristics and other consumer purchase opinions 　　Based on the Theory of Red Action (TEA), this study explores whether consumers will influence the willingness to purchase products because of online reviews. A study was conducted on the Internet to issue questionnaires. A total of 395 valid samples were collected and analyzed by SPSS for testing hypotheses. The results of the study show that consumer' attitudes toward online censorship and subjective norms can significantly affect their consumers' willingness to purchase.