消費者開始與持續撰寫商品評論原因之初探

社會交換理論，認為個體行為存在於社會互動中，而商品評論的閱覽者持續增加，廠商（企業主）與平台業者因此受益，部落客、廠商、平台業者三者之間形成一新興商業模式，其中最重要的是身為消費者之部落客為何會開始與持續撰寫評論內容。本研究基於社會交換理論的觀點，採質化個案深度訪談法，探討身為部落客的消費者為何開始及為何會持續撰寫商品評論，並比較兩者差異。結果顯示消費者初期撰寫時，受內在動機的紀錄生活影響，外在動機的與他人交流、平台提供的實質報酬亦影響深遠。消費者持續撰寫則受興趣使然的影響，但與他人交流則由虛擬社群轉為實體直接參考群體的參與，報酬則由平台業者轉為由廠商提供。進一步發現，社會交換理論的利他主義和從眾效應亦是消費者持續撰寫的原因，建議相關業者，除提供商品評論撰寫者實質報酬外，建立此群體真實的體驗與互動，促進其持續撰寫商品評論。

關鍵字

虛擬社群；動機；社會交換理論

並列摘要

In social exchange theory, individual behavior exists in social interaction. The number of blog readers is increasing in recent years, benefiting the company and BSP of blogs; blogger, company and BSP of blogs form a new type of business model and bloggers play an important role in this model. This study based on social exchange theory adopts multiple cases methods to understand why consumers as bloggers begin and keep blogging and compare the differences between the motivations in two periods. The result reveals that ＂interests for blogging＂, ＂document my life＂, ＂communication with others＂ and ＂extrinsic rewards from BSP of blogs＂ are positively related to consumers’ initial blogging motivation. When consumers keep writing reviews in blog, ＂interests for blogging＂ and ＂communication with others＂ effect consumers but the source of extrinsic rewards becomes company. We also find that ＂Altruism＂ and ＂Bandwagon effect＂ and explain why consumers keep blogging at group level; reference groups to consumers arevirtual reference groups at beginning andthen turn into both virtual reference groups and direct reference groups. Based the findings, we suggest companies would provide not only extrinsic rewards but also channels for consumers to interact and keep writing reviews.

並列關鍵字

virtual community ； motivation ； social exchange theory

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消費者開始與持續撰寫商品評論原因之初探

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