網路口碑正負性與顧客價值對購買意圖之影響

Abstract

本研究旨在發展並證實消費者搜集網路口碑，並透過顧客感知價值對購買意圖的影響，並且比較平價商品與奢侈商品類型的異同之處。我們將網路口碑分為正面口碑與負面口碑、顧客價值細分為功利價值與享樂價值，提出包含正/負面口碑、功利/享樂價值及購買意圖等五個變數之模型，並進行實證研究。 實證研究中，本研究回收424份有效問卷，配合信效度檢驗及 PLS-SEM 得出模型結果，歸結之發現如下: (1) 在平價商品組中，對購買意圖影響較強烈的商品的享樂屬性，本研究對此現象之解釋為：消費者在挑選平價商品時，由於所面對的商品價格均在相較低廉的的水準，相對地，各商品帶來的享樂價值便會是差異化的重點；(2) 相反的，在奢侈商品組中，功利屬性對購買意圖之影響較享樂屬性高。本研究也將顧客區分為無忠誠度顧客、忠誠顧客兩類進行解釋。(3) 口碑方面，發現在面臨奢侈商品購買的決策時，網路評論會造成相當程度的作用。其中正面網路口碑的作用又較負面口碑的作用大。最後,根 據研究結果提出學術及實務之相關建議。

This research aims to discover and examine the impacts of eWOM valence on purchase intention via customer value, and the differences between different product type (i.e. cheap product and luxury product) are analyzed . EWOM valence refers to positive eWOM and negative eWOM. Customer value includes utilitarian value and hedonic value. With these five constructs, we proposed a research model along with an empirical study. In the empirical study, 424 valid questionnaires were collected. The findings were summarized as follows: (1) In the group of cheap goods, the hedonic value has a more significant effect on purchase intention. The interpretation of this phenomenon we give is that when consumers choose cheaper goods, because the prices are all at relatively low and same levels, the hedonic value brought by each product will be the focus of differentiation. (2) In contrast, in the context of luxury goods, the utilitarian attribute has a higher influence on the purchase intention than the hedonic attribute. This is explained by customer type (loyal customers and loyal customers) respectively. (3) As to Ewom, studies found that online reviews play a significant role in the decision-making process for luxury goods. Moreover, PWOM plays a greater role than NWOM. Finally, based on the results, we provide academic and practical implications and suggestions.