網路口碑、網站聲望、承諾與購買意圖之關係－涉入度之調節效果

The Relationships among eWOM, Website Reputation, Commitment, and Purchase Intention: The Moderation Effect of Involvement

張琪斌(Hui-Ling HUANG)

指導教授 ： 黃慧玲

長榮大學/管理學院/企業管理學系(所)/碩士(2011年)

https://doi.org/10.6833/CJCU.2011.00186

摘要

隨著網際網路使用人口快速增加，使得人們的生活方式與消費習慣也逐漸改變，而當透過電子郵件、討論區、電子佈告欄、論壇、部落格、聊天室…等傳播管道，將使得網路口碑能夠更容易地被散播，影響力也持續擴大。本研究主要目的即在探討網路口碑、網站聲望如何在消費決策過程中扮演關鍵的影響因素。
本研究主要以網路口碑與網站聲望，討論其對承諾、購買意圖的影響，並探究消費者涉入所扮演的調節效果。本研究採用問卷發放方式，共計發放353份，刪除量表填答未完整的13份問卷後，有效問卷問卷340份，運用spss統計軟體進行描述性統計分析、信度分析、迴歸分析。
在網路購物之前，消費者會經常且習慣性地搜尋該商品的網路口碑，所以網路口碑被視為消費決策時的重要參考因素，並影響其購買意圖。研究結果發現，當消費者涉入該3C網站之商品的程度越高時，其表示該3C產品在消費者的心目中重要性之程度越大，另外，消費者也會在搜尋該產品時，參考該3C網站本身的聲望部分，若3C網站能提供更多可使消費者產生的信任措施愈多時，顧客的滿意度則將會大大提升，因此消費者對於該3C網站之承諾關係也會相對性地提升。故網路口碑、網站聲望將正向影響消費者之承諾，而消費者承諾也正向影響消費者的購買意圖。另外，消費者涉入在網路口碑與承諾的調節效果，不受支持；但消費者涉入正向調節聲望與承諾的關係。

關鍵字

網路口碑 ； 網站聲望 ； 涉入 ； 承諾 ； 購買意圖

並列摘要

With population rapid increase in using Internet network, causing people lifestyle and consumption habits to progressively change, and through e-mail, discussion board, electronic bulletin board, discussion forum, blog and chat room communication channels, will make Internet word-of mouth can be spread easily, and influence on Internet word-of mouth will continue expand. The main purpose of this study is to discussion Internet word-of mouth and Web Reputation how to play a key factor in consumption decision- making.
This study is using Internet word-of mouth and Web Reputation to discussion their influence on commitment and intention to purchase, and investigate the role of consumer involvement in moderating effect. This study adopting the way of questionnaires, a total of 353 questionnaires are providing, delete 13 incomplete questionnaires, 340 questionnaires were valid questionnaires, we are using SPSS proceed descriptive statistical analysis, reliability analysis, and regression analysis.
Before Internet shopping, consumers often and habitually search products Internet word-of mouth, for this reason, Internet word-of mouth is considered important reference factors in consumption decision- making, and influence their intention to purchase. These study results find that when the degree of consumer involvement in 3C Internet products is higher, indicate the degree of the importance of consumer’s mind in 3C products is greater, in addition, when consumer research products, they also reference the part of Web Reputation on 3C website, when 3C website can provide more service, can make consumer have a greater sense of trust, consumer satisfaction will greatly upgrade, therefore, consumer commitment relationship on 3C website will relatively upgrade. Consequently, Internet word-of mouth and Web Reputation will positive impact consumer commitment, consumer commitment will positive impact consumer intention to purchase, moreover, consumer involvement in Internet word-of mouth and commitment moderating effect is not support, but consumers involvement is positive regulation the relationship between reputation and commitment.

並列關鍵字

Internet word-of mouth ； Web Reputation ； involvement ； commitment ； intention to purchase

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