電子口碑效果與網路合購行為之研究

Abstract

近年來由於社會風氣的形成與網路購物信任機制的成熟，參與網路購物的人口已逐漸增多，根據調查指出，有八成的台灣網友在購物前會先上網瀏覽商品口碑分享，並且受到口碑內容影響而改變其購買行為。此外，由於Web2.0技術的發展，時下各個網路分享平台已成為網友們意見交流最熱門的處所，而靠平台傳播的電子口碑，其影響更是無遠弗屆。 因應網路購物行為而生的現象，除電子口碑資訊開始大量流通外，另有一項特殊的購物方式，即「網路合購」活動的興起，其為由一群具有相同購買目標的網友發文號召其他人加入，並透過群體的力量達到購物網站或賣家所設定的折扣條件之行為。 本研究主要希望能夠透過實證了解，影響電子口碑效果的因素有哪些，而又是哪些因子會干擾消費者對於網路合購的態度，以及電子口碑效果是否會與網路合購活動之間，存在相互影響的關係。 根據最後的資料分析結果顯示，信息來源可信度、口碑的評論分配型態、評論所傳達的正負面口碑訊息，以及文字表達是否泛情緒化的程度較低，皆會正向顯著影響電子口碑效果，而主購信任度和合購所可以獲得的利益多寡，也會正向影響消費者對於網路合購的態度。此外，電子口碑效果與網路合購態度間，存在互相正向影響的關係，而消費者對於網路合購的態度，也會正向影響其購買意向。 依據實證所顯示的結果，本研究於結尾部分提供了針對網路賣家所做的實務建議，以期提高行銷效果與增加利潤。

For the past few years, online shopping and online group-buying action have been an important issue in consumer behavior of electronic commerce. Generally, it was considered that most online consumers would look over electronic word-of-mouth before online shopping in Taiwan. Besides this, consumer behavior was deeply affected by electronic word-of-mouth and online group-buying action. Therefore, this article is focus on the interaction of electronic word-of-mouth effect and online group-buying behavior. A questionnaire survey was conducted on 314 consumers with online shopping and group-buying experiences through the internet. After the analysis with LISREL method, we found that: (1) the source credibility, distribution of the comments, the negative or positive opinion of comments and the emotional level of comments have positive interaction with the electronic word-of-mouth effect. (2) the reliability with group-buying chief and the benefit from group-buying have positive interaction with consumers’ online group-buying attitude. (3) the electronic word-of-mouth effect and online group-buying attitude have positive interaction. (4) the electronic word-of-mouth effect will positive effect the consumer buying intention. By the results of this thesis, the author provides some management implications and a few futures research directions.