態度在資訊有用性與網路口碑採用意圖關係之中介角色

Abstract

先前探討網路口碑採用的研究大多採用Sussman & Siegal (2003)的資訊採用模型，此模型是由科技接受模式發展而成，但其中並無探討態度對於資訊採用意圖之影響。為彌補此一研究缺口，本研究將態度納入架構並將其細分為功利態度與享樂態度，探討資訊有用性如何透過特定態度影響網路口碑採用意圖。同時以社群網站性質做為調節變數，研究不同網站之使用者是否有不同口碑採用模式。 本研究以Facebook與愛評網之使用者為研究對象，共收集721份樣本，並以迴歸模型檢驗調節效果與假說驗證，最後以Boostrapping檢驗功利態度與享樂態度之中介效果。結果顯示調節效果不顯著，功利態度與享樂態度皆為部分中介，資訊有用性對資訊採用意圖之直接效果相當顯著。 本研究提供管理者一個新觀點：除資訊有用性外，越高的功利態度與享樂態度皆會提高資訊採用意圖。由研究結果可知管理者應投注較多心力與資源在資訊有用性，並設法提高使用者對網站之功利態度。

Previous research on eWOM adoption was mostly based on the information adoption model (IAM) (Sussman & Siegal, 2003), which was developed from TAM. However, IAM does not take into account the attitude on the information adoption. To fill the research gap, this study incorporates attitude, composed of the utilitarian attitude and the hedonic attitude, into the model, and investigates how the influence of the information usefulness on eWOM adoption intention is mediated by the attitude. In addition, this study examines if the characteristics of social network site moderate the relationship between the information usefulness and attitude. A sample of 721 users, who had experience in using Facebook and iPeen.com, an online customer community, was used for the analysis. Regression analysis was used to test for the moderating effects and bootstrapping was used to test for the mediation effects. The results show that the moderation effects are not significant and the utilitarian attitude and the hedonic attitude both partially mediate the positive influence of information usefulness on eWOM adoption intention. We suggest that, in addition to information usefulness, managers should pay attention to improving users’ attitude toward website, particularly the utilitarian attitude.