網路口碑對購買意向之影響 -以葡萄酒社群為例

Abstract

隨著網路口碑的發展，尼爾森在2015年第一季的全球廣告信任度研究報告發現亞洲地區有 85%的消費者表示自己相信親朋好友的推薦，70%的消費者表示自己相信其他消費者在網路上的評論，因此傳統廣告對消費者的影響力逐漸下降，隨之而來的是越來越多網路上的評論扮演著影響消費者購買意向的因素，因此網路口碑在購買決策中扮演一個重要的角色，訊息傳播者、訊息接收者與訊息本身的特質皆會影響消費者是否採納網路口碑的因素。 過去有許多探討網路口碑對購買意向之研究，隨著定義不同、研究產品不同，研究結果也會有所不同。本研究以近幾年發展迅速，且幾乎為消費者生活一環的葡萄酒作為研究產品。本研究主要希望能夠透過實證了解，影響網路口碑效果的因素有哪些，以及網路口碑效果是否會影響購買意向。 根據最後的資料分析結果顯示，來源可信度與接收者從眾傾向，皆會正向顯著影響電子口碑效果，而接收者專業度則會負向影響消費者對於網路口碑的態度。此外，網路口碑效果與購買意向之間，存在正向影響的因果關係，因此網路口碑效果可以有效的影響消費者的購買意向。

With the development of eWOM, Nelson global advertising report in the first quarter of 2015 found that 85% of Asian consumers said they believe the recommendation of friends and family, 70% of consumers said they believe that other consumers comments on the web, traditional advertising influence on consumers gradually decline, followed by a growing number of comments on the web plays a factor affecting consumer purchase intent, and characteristics of communicators, message recipient and the message itself are factors that affect whether consumers adopt eWOM. There are many studies in the past on the purchase intention to explore eWOM, with different definitions, the results will be different by products. In this study, I choose wine as a research product because nearly a few years the rapid development of life for consumers drinking wine. This study hopes to understand what factors will affect consumers taking eWOM and whether eWOM will influence purchase intention. According to the final data analysis showed that the source of credibility and conformity, both will positively affect the effects of eWOM, and the receiver professional will negatively affect consumer attitudes toward eWOM. Moreover, the effect of word of mouth will influence purchase intentions effectively.