從眾或獨特：網路口碑評價的社會影響

Conformity or Uniqueness? The Impacts of Social Influence on Online Product Rating

李盛豪(Lee, Sheng-Hao)

指導教授 ： 汪志堅

國立臺北大學/商學院/資訊管理研究所/碩士(2013年)

摘要

過去的研究指出線上產品評價對消費者的購買決策有高度的影響力。然而，較少研究探討線上產品評價的行為，所以本研究目在探討其他人的評價對網路口碑評價行為的影響。本研究共進行了四次的實證研究，實證研究一收集95間飯店的6713則評論，以內文分析來了解線上評價過程的社會影響，結果評論者的評價分數與先前其他人的評價分數有高度相關，顯示多數評論者會根據其他人的評價來評分。實證研究二透過實驗設計徵求306為受測者，受測者試吃餅乾後，被隨機指派閱讀其他人的餅乾評價，最後詢問受測者對餅乾的評價及人格問卷，結果顯示網路評價確實會受到其它人的評價所影響，但具有獨特性人格者會採取與其他人不同的評價。實證研究三加入不同來源的他人評價來探討對網路評價行為的影響，結果顯示獨特性及從眾性人格對於不同來源之評價的影響並不相同。實證研究四線上訪談20位評價網站的使用者來瞭解網路評價的真實行為及影響。本研究的四次實證研究結果顯示，網路評價的行為會受到其他人的評價的影響，從眾性人格特質者會強化受他人影響的程度，獨特性人格特質者會減弱受他人影響的程度。另外，本研究發現，並不是所有產品屬性都會受到社會影響。最後，本研就依據實證分析結果提出結論與建議。

關鍵字

網路評價 ； 社會影響 ； 從眾 ； 獨特

並列摘要

Literatures have demonstrated the significant influence of online rating or online product review on consumer decision and product sales. However, rare previous studies discussed about the online review behavior. The current research aims to explore the impact of social influence on reviewers’ online rating behavior. Four empirical studies were conducted in this research. Study1 collected real online reviews from a website to analyze the possible impact of social influence in the process of online rating. The result revealed that review rating scores were highly relative with previous review rating scores. Study2 conducted a quasi-experimental design to investigate the social influence and to examine the moderation of personal trait on the impact of social influence to reviewer's online product rating. The results confirmed that social influence indeed impact consumers’ online rating behavior, that people tended to rate the product according to previous reviews, but people with high uniqueness personality trait will rate not according to previous reviews. However, the product review may be provided by product experts or ordinary customers. Study 3 conducted a quasi-experimental design to investigate the moderation of uniqueness and conformity personality trait on online review by controlling the sources of reviews. The result revealed in different sources reviews the moderation of personality trait of conformity and uniqueness was different. Study4 conducted interview survey to further verification. The result revealed that people with high conformity personality will rate according to others, and people with high uniqueness personality will rate different from others. Through these four studies, we gained more understanding about the reviewers’ online product rating behavior. The findings indicate that customers’ reviews are determined by not only their own consumption experience, but also other consumers’ reviews. In addition, reviewers’ uniqueness and conformity personality trait may moderate the impact of social influence on online review.

並列關鍵字

Online rating ； Online product review ； Social influence ； Conformity ； Uniqueness

參考文獻

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