BLOGS的口碑效應對商店態度及購買意願的影響

THE eWOM EFFECT OF BLOGS ON STORE ATTITUDE AND PURCHASE INTENTION

廖婉如(Wan-Ju Liao)

指導教授 ： 孫碧娟

大同大學/經營設計學院/事業經營學系所/碩士(2008年)

摘要

由於資訊科技的快速成長， Blog已經變成一個網路上重要的書寫與交換訊息的一個平台，成為一個新興的網路傳播媒介，也是一個重要的傳播媒介之一。近來消費者傾向在做購買決策之前，會先去瀏覽網路上Blog類似的使用者對此產品或服務之評價，以作為購買決策之參考。因此，本研究將以網誌使用者為對象以網誌所帶來的口碑效應對消費者的影響。
本研究採實驗設計，共有五個情境，各發出四百份的網路問卷，總回收份數為1756份，回收比率為87.8%，本研究以SPSS 14.0 為統計分析軟體，以AMOS 7.0 進行模式配適度的衡量。本研究結果說明，(1) 正面的口碑效應對商店態度具有正面的影響；(2) 負面的口碑效應對商店態度具有負面的影響；(3) 消費者的商店態度對購買意願具有正面的影響；(4) 消費者的經驗對部落格的口碑效具有干擾效果；同時也發現，在消費者搜尋blog的過程中，官方網站資訊的揭露對消費者而言會提高其評價；經驗對商店態度產生干擾效果，尤其是閱讀完官方+負面blog後無經驗者的商店態度較有經驗者差。研究結果顯示只要有好的消費經驗後，消費者就會產生高滿意度進而提高商店態度，因此，提供令消費者滿意的服務非常重要，創造美好的消費經驗會影響消費者的態度與購買意願，在網路普及、設立blog風行的時代，消費者經常會將自己的消費經驗呈現在blog上，美好的經驗可能創造良好的網路口碑效應，不好的經驗也會形成具殺傷力且傳播快速的負面網路口碑效應。

關鍵字

Blog ； 口碑效應(WOM) ； 商店態度 ； 購買意願 ； 經驗

並列摘要

Thanks to the information technology growing fast, blogs have become an important writing and information exchanging platform on internet network, and turn into a new transmission media via internet. Recently, consumers tend to search the product or service evaluations by users who post the experiences on the blogs of the internet before making buying decisions. It, as the references, can influence buying decisions. Thus, this study tries to test how word-of-mouth (WOM) by blogs influence consumers attitude and purchase intention.
This study used the method of Experimental Design. There are five situations, and 400 questionnaires are filled by internet user on web for each situation. There were a total of 1756 valid questionnaires and the total effective response rate was 87.8% in this study. This study adopted SPSS14.0 statistical software for data analysis, and in order to test the reliability and validity of the measurement scales, this study used AMOS 7.0 statistical software to test the measurement model. This study’s findings are as follows: (1) the positive WOM positively influences store attitude; (2) the negative WOM negatively influences store attitude; (3) the store attitude of consumers positively influences purchase intention; (4) the interaction effect exists between consumer experiences and blog , and experiences moderates the effect of blog on store attitude. This study also found, in the process of consumer’s searching blogs, the disclosure information of Official Website positively affects evaluations. The experience will moderate the effect of blog information on consumer store attitude, especially after they reading the Official Website and negative blogs information, and the store attitude of a subject with good experience was better than non-experienced one. It meant the moderating effect exists. Therefore, this study showed that as long as a consumer had good experiences (high satisfaction with store), his or her store attitude is more favorable. Hence, providing the satisfied service to consumers is very important since it creates good shopping experiences that will influence consumers’ attitude and purchase intention. In the age of internet and blog prevailing, consumers often post self-experiences on the blog. So the good experiences may create good eWOM effect; the bad experiences are harmful and the negative WOM effect will spread fast.

並列關鍵字

Blog ； word-of-mouth (WOM) ； store attitude ； purchase intention ； experience

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