網路口碑來源可信度、消費者信任與涉入對購買意圖之影響

The Study of the Effects of Source Credibility of Word-of-Mouse, Consumers'' Trust and Involvement on Purchase Intention

鍾政君(Cheng-Chun Chung)

指導教授 ： 林孟璋

朝陽科技大學/人文暨社會學院/應用英語系/碩士(2011年)

摘要

隨著網路科技的發展，網路上的消費者商品討論區日趨增加。現今的消費者傾於在購買一項不熟悉的產品前閱讀線上消費者的評論以幫助購買決策。網路口碑具有以下特性：可保存較長時間、沒有地理限制、匿名性。然而，網路的匿名特性導致了網路口碑的可性度上的疑慮。
本篇研究的目的是探討口碑來源可信度、消費者信任、涉入與購買意圖之間的關係。此研究採線上問卷調查，共有400位受訪者。此外，並使用了描述性統計、信度、效度分析、因素分析與迴歸分析來檢驗變項間之關係。
研究結果顯示，網路口碑之來源可信度對於購買意圖具顯著的正向關係。而消費者之信任傾向在來源可信度的可靠性與購買意圖關係間具有顯著的正向效果。此外，消費者之口碑涉入在來源可信度的可靠性與購買意圖關係間也有顯著的正向效果。

關鍵字

購買意圖 ； 涉入 ； 消費者信任 ； 網路口碑 ； 來源可信度

並列摘要

With the high development of internet technology, it appears more and more consumer product discussions in the internet. Consumers tend to read consumer’s review online before they buying an unfamiliar product for helping decision making. Word-of-mouse has the characteristics of lasting longer time, no geographic restriction, and anonymity. However, anonymity of Internet occurs the doubt of the credibility of word-of-mouse. The purpose of this study is to explore the relationships among source credibility of word-of-mouse, consumers’ trust, involvement and purchase intention. This research distributed questionnaire at online forums. Totally, 400 of participants were included. Descriptive statistics analysis, reliability, validity analysis, factor analysis, and regression analysis were employed to testify the relationships among the variables.
The results implies that source credibility of word-of-mouse has a significantly positive effect on purchase intention. Moreover, consumers’ trust has a significantly positive effect on the relationship between trustworthiness and purchase intention. Also, consumers’ involvement has a significantly positive effect on the relationship between trustworthiness and purchase intention.

並列關鍵字

involvement ； purchase intention ； source credibility ； word-of-mouse (WOM) ； consumers’ trust

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