以社會權力之觀點探討產品評論接受決策

An Investigation of Decisions to Accept Product Reviews Based on Social Power

郭源龍(Yuan-Lung Kuo)

指導教授 ： 蔡顯童

國立臺北大學/商學院/企業管理學系/碩士(2015年)

摘要

隨著近年網路的普及化，線上顧客評論、評價網站及部落格等社群平台逐漸取代傳統媒介，提供人們一種新的管道來取得訊息，進而影響購買決策。隨著網路日趨競爭，如何運用本身的影響力使消費者能接受產品評論或建議，對於部落客或社群管理者而言是一個重要的議題和挑戰。在過去文獻與研究中，「影響力」在各領域的探討已有不少著墨，然而，部落客是一種相對較新的媒介，故對於部落客影響力的了解相對較少。因此，本研究欲以社會權力為基礎，探討在網路情境中，美食部落客如何形成及提升本身影響力，對消費者產生影響效果，改變其接受意向而接受部落客之建議。在模型實證部分，本研究針對使用國內一美食網路平台之消費者進行問卷調查，佐以部落客於網路社群平台上之屬性資料。回收問卷經過濾刪減後，最終有效問卷為3,627份，再以SmartPLS2.0進行量化分析。本研究發現：經驗度與專家力具正向關係，累積文章數及文章實用率與資訊力亦有正向關係；此外，人氣數及好友數的增加則會顯著提升參照力。同時亦發現專家力、資訊力及參照力會正向影響消費者接受意向。本研究的發現對於美食部落客而言，具有深遠且重要的管理意涵及參考依據。

關鍵字

消費者接受意向 ； 影響機制 ； 權力基礎 ； 社會權力 ； 部落格 ； 線上顧客評論

並列摘要

With the pervasion of the Internet in recent years, virtual communities provide us with a new platform to share and obtain information, even affecting our purchase decisions. Bloggers and administrators on websites have become more interested in understanding how to utilize powers to make consumers accept their product reviews. However, research in this area is still infancy. Relatively little research has examined the influence of online bloggers on consumer acceptance intention. This study, based on social power, thus not only explores the factors that develop power but also proposes and tests a model in which expert power, information power and referent power affect consumer intention to accept product reviews.
Using multiple measurement sources (i.e., surveys from consumers and data of bloggers), this study shows that experience is positively related to expert power. The number of articles and the usefulness of articles are also found to be positively related to information power. In addition, popularity and the number of friends influence referent power, respectively. The results also show that three proposed power can positively affect consumer intention to accept reviews. The authors conclude with a consideration of the key managerial and research implications of these findings.

並列關鍵字

Influence mechanism ； Power base ； Social power ； Blog ； Online consumer review ； Consumer acceptance intention

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