消費者使用線上產品評論之行為模式

Consumers’ Behavioral Model of Using Online Product Reviews

吳政霈(Cheng-Pei Wu)

指導教授 ： 莊淑惠

亞洲大學/管理學院/會計與資訊學系/碩士(2012年)

摘要

網際網路的快速發展，使得消費者能藉由網路「快速」及「多元的呈現方式」等特性，輕易的得到產品資訊。過去研究指出，消費者在進行購物決策前，通常都會主動收集產品資訊；換句話說，產品評論是決定消費者購買意圖的關鍵因素。而產品資訊的眾多傳播形式中，以「線上產品評論」最受消費者青睞。
在這樣的情境下，如何利用線上產品評論達到行銷目的，便成為值得深入探討且被實務界所關心的議題。本研究以推敲可能性模式為基礎，深入探討線上評論環境中，評論的論述品質、專家人數、產品有用認知、產品價值認知與購買意圖之間的關係。同時，考慮消費者特質之「認知需求」及「產品知識」兩個調節變數對主效果所產生之影響，並以實驗法進行研究假說之驗證。
本研究之實驗對象主要針對具備網路使用經驗的大學生，共獲得實驗資料132份，有效資料124 份，研究的結果主要有下列幾點：(1)評論的論述品質及專家人數皆會影響消費者的產品有用認知及價值認知。(2)消費者的產品知識，對於消費者所選擇的路徑具有調節效果。(3)消費者根據線上評論所產生的產品有用認知及價值認知，是影響購買意圖的成因。

關鍵字

線上產品評論 ； 推敲可能性模式 ； 購買意圖

並列摘要

With the Internet’s rapid development, consumers can readily access product information through its “rapidness,” “diversified modes of presentation” and various other features. Research shows that consumers usually review product information before ultimately making purchase decisions. This emphasizes product reviews as a key factor in the purchase intention of consumers. Among the variety of product information available, the “online product reviews” is most favored by consumers.
Ways to achieve marketing goals through the use of “online product reviews” is definitely a topic that is worth delving into by industry practitioners alike. The Elaboration Likelihood Model explores the relationships among the argument quality of the reviews, number of specialists, perceived usefulness and perceived value of the product, and purchase intention found in the online review setting. (In addition, this study also takes into consideration the influence of the consumer’s “cognitive need” and “product knowledge” (two moderating variables) on the main effect and uses experimental methods to verify its study hypothesis.).
This study used University students with experience in using the internet as experimental subjects, and obtained 132 experimental materials which included 124 effective ones. The results of the study are as follows: (1) the argument quality of the reviews and the number of specialists affect the consumer’s perceived usefulness and perceived value of the product; (2) the consumer’s prior knowledge of the product has a moderate effect on product perceived value; (3) the consumer’s perceived usefulness and product perceived value impact on purchasing intention.

並列關鍵字

Online Product Reviews ； Elaboration Likelihood Model ； Purchase Intention

參考文獻

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