消費者閱讀線上產品評論之行為模式

ASIA unversity > 管理學院 > 經營管理學系 > 科技部研究計畫 > Item 310904400/26229

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Title:	消費者閱讀線上產品評論之行為模式
Authors:	莊淑惠
Contributors:	管理學院;經營管理學系
Keywords:	線上產品評論;推敲可能性模式;購買意圖;理性行為理論;Online Product Reviews;Elaboration Likelihood Model;Purchase Intention;Theory of Reasoned Action
Date:	2012
Issue Date:	2013-07-18 07:51:53 (UTC+0)
Abstract:	網際網路的快速發展，改變了消費者的購物方式，由以往傳統的實體購物逐漸轉移到網路的虛擬購物。在網際網路環境下，過去研究指出消費者進行購物決策前，通常都會主動收集產品資訊。因此，如何利用線上產品評論達到行銷目的，便成為值得深入探討且被實務界所關心的議題。然而，過去許多學者研究消費者購物行為，卻較少探討為什麼消費者在購物決策前，經常會先閱讀線上產品評論。因此，本研究將概念化與測試理論模式，闡述消費者閱讀線上產品評論的態度與意圖，並探究其背後的影響因素。這研究模式以理性行為理論為基礎，並結合消費者認知、特性與經驗。為了進一步瞭解線上評論如何影響消費者的採購行為，本研究將引用推敲可能性模式為基礎，深入探討線上評論環境中，評論的論述品質、評論的論述一致性與消費者購買意圖之間的關係。同時，研究也考慮消費者特質之涉入與專業知識兩個調節變數對主效果所產生之影響。本計畫之研究結果，將使得學術界與實務界更深入瞭解線上消費者行為。對學術界來說，有別於先前其它購物決策的研究，本研究將使片斷的電子商務知識得以更加周延，並延伸至閱讀線上產品評論的影響性。對實務界來說，探討消費者電子商務閱讀評論行為可讓已建置網路購物的企業主提升行銷業績，因為企業獲利來源已經不只是產品功能，而線上消費者的評論亦是重要的一環。 With the Internet’s rapid development, from the general endorsement of buying a product after visiting a physical store to the widespread acceptance of purchasing through using an online retail outlet, has obviously influenced how consumers decide to buy a product. Research shows that consumers usually review product information before ultimately making purchase decisions. In the Internet environment, the online product reviews is most favored by consumers. However, previous research largely examined the consumer’s behavioral model. This lack examines that understanding why consumers read online product reviews appears to be especially important, because the role of these reviews in making online purchase decisions cannot be realized if consumers do not read them first. Therefore, this study conceptualizes and tests a theoretical model that elaborates what antecedents underlie consumers’ attitude toward, and intention of, reading online product reviews. The proposed model is based on the Theory of Reasoned Action, which is further refined by integrating consumers’ perceptions, trait, and experience. In order to understand how the online product reviews impact purchasing behaviors. The Elaboration Likelihood Model explores the relationships among the reviews quality, review consistency, and purchase intention in the online review setting. In addition, this study also takes into consideration the influence of the consumer involvement, consumer expertise (two moderating variables) on the main effect. This study moves a step forward in contributing our understanding of online consumer behavior. From a theoretical perspective, this study responds the main difference with other prior research in that the proposed model draws on consumers’ purchase decision. Such an effort facilitates us to shape our awareness of extend current state of knowledge in business-to-consumer (B2C) e-commerce context to effects of online product reviews. From a practical perspective, exploring behavioral model of online product reviews to enhance performance because the product function may be lower as much as online reviews than that of acquiring new ones.
Appears in Collections:	[經營管理學系 ] 科技部研究計畫

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