網路論壇的興起,消費者透過網路不僅可以蒐集來自其他消費者的使用經驗,也可發表其產品的使用心得,消費者之間的影響力愈顯重要。因此本研究將探討網路論壇中的正負評價呈現順序與正負評價比例,此兩項變數對消費者產生得價值認知是否有顯著影響,並進而影響消費者對此項商品的購買意願;及一個調節變數品牌競爭力分別對正負評價呈現順序和正負評價比例與產品價值認知間的關係的影響。研究方法以實驗室實驗法方式進行,設計十二種實驗情境,並針對台北科技大學隨機抽選學生分配至不同的實驗組合,在閱讀完實驗設計的網路評論後填寫問卷,使用單變量變異數分析及階層迴歸分析兩種主要方式分析問卷結果並驗證實驗之假設。研究結果發現,正負評價比例對產品價值認知及產品價值認知對購買意願皆有顯著影響,但正負評價呈現順序對產品價值認知則無顯著影響與品牌競爭力無論是對正負評價比例或正負評價呈現順序與產品價值認知間的關係皆無顯著影響。
The rise of online forums, consumers can not only collect experience from other consumers also express their ideas. The influence among consumers become increasingly important. Therefore, this study will explore the presentation order of positive and negative evaluation, and proportion of positive and negative evaluation, were generated if there sre a significant cognitive impact on consumers, and thus influence consumers to purchase goods on this wishes. A moderators brand competitiveness evaluation were presented sequentially, and the ratio between positive and negative perception of product value between the positive and negative impact on the evaluation. Laboratory experiment to study ways to carry out. The results showed that, there are significant impact on proportion of positive and negative evaluation to cognitive value of the product, and cognitive to purchase intention.
為了持續優化網站功能與使用者體驗,本網站將Cookies分析技術用於網站營運、分析和個人化服務之目的。
若您繼續瀏覽本網站,即表示您同意本網站使用Cookies。