網路評論影響消費者決策之研究

What Makes An Online Review Helpful to Consumers?

簡嫚萱(Mann-hsuan Chien)

指導教授 ： 陳文國

朝陽科技大學/人文暨社會學院/應用外語系/碩士(2013年)

摘要

隨著資訊科技的進步與發展，網路已成為消費者獲得資訊和意見分享的主要管道。而評論網站更是消費者最常瀏覽資訊和搜尋的平台。然而，現在的消費者習慣先看網路評論後才做購買決策，但是評論網站的文章大多來自其他消費者的自身經驗，且正反意見夾雜，使得評論內容難以幫助消費者做出購買決策。因此，探討網路評論對消費者的幫助性，進而影響消費者購買決策與行為是此研究的議題。本研究以Mudambi & Schuff (2010)提出的模型為主，再輔以Sussman & Seigal (2003)的論點品質，探討美食評論文章對消費者的幫助性和影響購買決策行為。消費者評論網站進行網路問卷調查，共回收了187份有效問卷。研究架構主要分成三個構面(評鑑等級、評論深度和心理層次)，採用結構方程模式進行資料分析。本研究結果顯示評鑑等級、評論內容詳細度皆會使消費者看完評論文章時感到有所幫助，且研究結果也顯示消費者的心理層面也會顯著影響消費者的持續使用網站和購買行為。此研究結果補足過去學術研究的不足，也幫助實務了解消費者的想法與行為。

關鍵字

網路評論 ； 幫助性 ； 評鑑等級 ； 評論深度

並列摘要

With the advancement of the information technology, the Internet was the popular channel to obtain information for users make decisions. The online review is the most common platform for consumers to browse and search. Nowadays, the consumers are used to read the online reviews before buying or making purchase decisions. But consumers often difficult to make purchase decisions with positive and negative reviews from other consumers experience. Therefore, this study is to investigate what makes online reviews helpful to the consumers continued visiting and purchase behavioral intention. This research was based on helpfulness model and added argument quality of information adoption model to evaluate how online reviews help consumers making purchase intentions. Data collected from 187 online questionnaires on online review websites and used structural equation modeling approach to verify research model. The result shows that star rating and review depth were significant influence consumers’ helpfulness which in turn positive impact on consumers'' behavior. The result also shows that the consumer inspiring desire was significant influence consumer behavior. The findings provide important implications for online review research and practice.

並列關鍵字

review depth ； star rating ； helpfulness ； online review

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