影響新搜尋品於全球市場銷售擴散之因素探討：不確定性趨避文化之調節效果

Factors Affecting the Diffusion of New Search Goods in a Global Rollout: The Moderating Effects of Uncertainty Avoidance

林郁翔(Yu-Hsiang Lin) ； 李杰恩(Jie-En Li)

《行銷科學學報》 17卷1期 (2021/04) Pp. 1-19

https://doi.org/10.3966/181666012021041701001

摘要

在全球化時代下，經理人將新產品推廣至全球市場的決策是影響產品績效的關鍵。本研究目的為探討產品特質、網路評論對新產品銷售擴散之影響，以及檢驗國家文化的調節效果。本研究蒐集10個國家Amazon網站上6位歌手CD共864筆銷售排名和5,126則口碑評論和口碑評分進行調查。結果顯示，產品價格對新產品銷售擴散呈正向相關、網路評論質對銷售不具預測能力，而網路評論字數能正向預測產品銷售擴散效果，但網路評論字數與銷售擴散呈現倒U字型關係。再者，當國家文化屬於低不確定性趨避時，網路評論字數與銷售量呈現正向相關；反之，當國家文化屬於高不確定性趨避時，網路評論評價會顯著正向影響銷售量。

關鍵字

搜尋品 ； 產品擴散 ； 網路評論質 ； 網路評論字數

並列摘要

In the era of globalization, international marketing manager decisions about a new search good's global rollout are critical to the product's country-level performance. The purpose of this research is to examine the effects of product feature and online review on the diffusion of new product performance, and to test the moderating effects of national culture. This study collected 864 products' sales rankings and 5,126 reviews and rating scores of 6 singers on Amazon websites in 10 countries. The results show that product pricing is positively correlated with the diffusion of new product performance, online review valence cannot predict sales, and online review length (words) can positively predict the effect of product performances. However, online review length have an inverted U-shaped relationship with sales diffusion. Further, when the national culture is low-uncertainty avoidance, online review length is positively correlated with sales; conversely, when the national culture is high-uncertainty avoidance, online review valence will significantly positively affect sales.

並列關鍵字

search goods ； product diffusion ； online reviews valence ； online review length

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