以從眾理論探討網路開箱文對於消費者購買意願之影響研究

The Impacts of Unboxing Texts on the Consumers’ Purchasing Intention: A Study based on Conformity Theory

陳政隆(Cheng-Lung Chen)

指導教授 ： 陳灯能

國立屏東科技大學/管理學院/資訊管理系所/碩士(2015年)

https://doi.org/10.6346/NPUST.2015.00144

摘要

隨著網際網路發展快速，網路討論區儼然已成為人人分享其使用經驗與討論新興資訊的重要平台之一。而開箱文更是超越純文字，成為網路口碑的新型態，不單是消費者於購買前瞭解產品的重要參考來源，也成為對產品或廠商的評價有著重要的影響。
本研究以從眾理論為基礎，進而探討在網路開箱文中消費者從眾意圖對購買意願之影響。本研究採用問卷調查法，總共收集 450 份，刪除無效問卷後共計 323 份有效問卷，結果顯示在網路開箱文中，順從性、規範性、品牌特性、說服效果及知覺風險對消費者從眾意圖之購買意願會有不同程度的影響。
本研究的結果可以作為網路購物平台業者或實體店面業者在網路行銷上的運用，以提高消費者的購買意願。

關鍵字

開箱文 ； 說服 ； 從眾

並列摘要

With the rapid development of the internet, online forums have become important platforms for people to share their user experiences and discuss new information. Unboxing articles are beyond pure textual articles, creating a new form of word of mouth online. Unboxing articles for a product not only are an important reference for consumers as they consider buying that product, but also have great influences on assessments of that product or the manufacturer of that product.
This study aimed to explore, based on the theory of the bandwagon effect, the influences of consumers’ tendency to follow others on their intention to purchase a product after reading the unboxing articles of that product. This study adopted the questionnaire survey method. A total of 450 questionnaires were collected. After the invalid ones were excluded, there were a total of 323 valid questionnaires. The analysis results showed that, in unboxing articles, there were different degrees of influences of obedience, standard, brand feature, convincing effect, and awareness of risk on consumers’ intention to follow others to make a purchase. The research findings of this study can be used as a reference for sellers who sell products through online shopping platforms or physical stores which market their products online, in order to increase their customers’ intention to buy their products.

並列關鍵字

Unboxing Texts ； Persuasion ； Conformity

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