在五花八門的網路世界裡,線上推薦來源對消費者會有什麼不同的效果,將推薦來源分成四種:虛擬經驗的產品推薦系統、專家推薦來源、其他消費者推薦來源以及產品推薦網站,將以上四種作為本研究的推薦來源,分別探討這四種推薦來源對消費者購買意願的影響。 先前文獻指出,不同的產品類型,消費者對資訊搜尋的來源也會有所不同,且產品類型會影響消費者個人化資訊來源的使用,以及影響他們的購買決定 (Bearden and Etzel, 1982; Childers and Rao, 1992; King and Balasubramanian, 1994),根據Satish and Robert (2007)的研究證實,在互動環境下,消費者所期望獲得的利益(U&G framework)與未來產品的參與是有正向關係的,因此,本研究加入產品類型、人格特質、使用與滿足架構作為干擾變數,並探討此三個變數是否在不同的推薦來源對購買意願之間產生交互作用。 結果顯示,不同的推薦來源對購買意願有顯著差異,且虛擬經驗的產品推薦系統的購買意願最高;產品類型對不同推薦來源與購買意願之間沒有顯著差異,但推薦經驗產品的購買意願最高;人格特質對不同推薦來源與購買意願之間有顯著差異;認知學習與社會整體對不同推薦來源與購買意願之間有顯著差異。
Recommend sources to divide into four kinds: The products of experience recommend systematic, expert's recommendation sources, other consumer's recommendation sources and products recommended websites, regard the above four kinds as the recommendation source of this research, the influence of probing into these four kinds of recommendation sources and buying the will to consumers separately. This research puts into the type of the products, personality speciality, Uses and Gratifications Theory as interfering parameters, whether probe into this three parameters to producing the reciprocation between the will of buying in different recommendation sources. The result of the research revealed different recommendation sources have difference of showing to the will of buying, and fictitious products of experience recommend systematic purchase will most high. Recommend the source differently and purchase will, there is difference of showing between the wills in special confrontation of personality. The variable Cognition and Social Integral have significant effects on recommending the source toward purchase will.