影響意見領袖網路口碑傳播行為之因素探討

Abstract

由於線上社群驚人的成員數、成長力和影響力，近年來已有許多研究指出網路口碑對消費者購買決策影響之深遠，因此行銷人員須更致力於虛擬社群的會員經營策略，來吸引消費者透過虛擬身份在網路社群中彼此互動、合作及共同創造價值。然而同樣是發佈網路口碑，擁有意見領袖特質的參考群體對消費者造成的影響又比其他人更具決定性 的效果。另外，產品持久涉入已被許多學者證實對網路口碑傳播有調節效果，然而考量到現今大部分的人將上網視為休閒活動，因此本研究欲進一步探討人們對網路口碑傳播行為的涉入程度，是否會調節意見領袖特質與網路口碑傳播行為之間的相關性。 本研究引用Hennig Thurau(2004)所發展出五個在網路意見平台中的網路口碑傳播動機，但不設限研究範圍，擬發展一個不限制傳播媒介的網路口碑傳播行為之動機量表；並探討這些動機是否能有效刺激意見領袖特質與網路口碑傳播行為之間的相關性；最後探討行為持久涉入對於意見領袖特質與網路口碑傳播之調節效果。本研究以問卷調查法，使用線性結構模式進行路徑分析及檢驗意見領袖特質的中介效果，再使用階層式迴歸分析檢驗行為持久涉入的調節效果，希望能在未來給予企業及網站經營者制定行銷策略之參考。

Due to the amazing emergence of online communities, many researches have indicated that the impacts of electronic word-of-mouth (eWOM) have been influenced on consumers’ decision of purchase. Therefore, marketers should pay more attention on the business strategies of virtual communities for consumers to be willing to interact, cooperate, and create values with virtual identities. Many researches have indicated that opinion leaders would have stronger influence than others. Besides, considering the fact that surfing on internet has been known as an entertaining activity. Therefore, we are trying to further discover the moderating effect of eWOM involvement on the relation between opinion leadership and eWOM behaviors. In this research, we have constructed a measurement of motives of eWOM communication and discussed how the abilities of these motives influence the relation between opinion leadership and eWOM behavior. Finally, the moderating effects of enduring eWOM involvements on opinion leadership and eWOM behavior are structurally analyzed. Hopefully, the contribution of this study could be a useful reference for marketers and website operators in the future.