產品涉入程度、正負向訊息比例以及電子口碑平台可信度對電子口碑效果之影響

Abstract

電子口碑在消費者購買決策中扮演舉足輕重的角色。與過去傳統口碑相比，網路資訊傳播速度更快、更廣泛。資料庫技術、瀏覽器、搜尋引擎與回報工具等技術的進步讓搜尋的內容也迅速擴展。也因此，網路使用者傳播口碑資訊也越來越頻繁，促使人們逐漸將焦點從面對面諮詢轉移至網際網路；從傳統口碑轉移至電子口碑。

本研究以實驗法的方式進行，將「產品涉入程度」（高/低）、「正負向訊息比例」（正向訊息比例大於1/負向訊息大於1）和「電子口碑平台可信度」（高/低）作為本研究的兩個主要因子，設計出一2×2×2的實驗，並以電子口碑效果中的訊息可信度、產品態度、購買意願以及口碑傳播意願為依變項，探討不同情況下的電子口碑效果是否有差異。

結果顯示三因子間並未對產生交互作用。產品涉入程度與正負向訊息比例對於訊息可信度、產品態度、購買意願以及口碑傳播意願具有交互作用，但對產品態度不會產生影響。再者，產品涉入程度與電子口碑平台可信度兩因子間無顯著交互作用。

Electronic word of mouth plays an important role in consumer purchasing. Compared with the traditional word of mouth, Internet transmits information more quickly and widely. With technological advances of database technology, browsers, search engines and returns tools, search contents expand rapidly. As a result, Internet users spread word of mouth information more frequently and encourage people to gradually shift the focus from face to face advice to the Internet ; shift from traditional word of mouth to electronic word of mouth.

The study is proceeded in experiment method; three factors product involvement(high/low) , the ratio of positive and negative messages（the ratio of positive message is higher than 1 / the ratio of negative message is higher than 1）,and credibility of eWOM platforms”(high/low) are used to compose a 2×2×2 factorial design experiment, furthermore, adopting eWOM effects like credibility, product attitude, purchase intention and eWOM intention as the depend variables of this study, discussing the variation between different conditions.

The result shows that, three factors don’t interact with each others. The correlation of product involvement and the ratio of positive and negative messages can influence credibility, purchase intention and eWOM intention ,but no influence on product attitude. Further more, there are no interaction effect between product involvement and credibility of eWOM platforms.