網購平台消費者好評行為之研究

Abstract

本研究旨在探究網購平台消費者好評行為的動機、好評行為及其影響。 透過對以往文獻的回顧，本研究提出了由動機到行為、行為到影響的研究架構。研究內容包括好評行為的動機探究、好評行為本身的概念整理，以及好評行為的影響為何的探究。好評行為動機方面，從文獻回顧中提出了三個值得關注的動機，即減少煩擾、經濟激勵、避免衝突三個動機。再將好評行為重新建構為兩個維度的概念，即非真實好評與真實好評。好評行為影響方面，從文獻回顧中總結了三個因素，即評論可信度、對賣家的信任與對平台之回購意圖。 實證研究階段，本研究回收了190份有效問卷，採用結構方程模型的方法驗證了一系列假說，結果表明，經濟激勵對真實好評有顯著的積極影響；避免衝突對非真實好評有顯著的積極影響；真實好評對評論可信度、對賣家之信任都有顯著的積極影響；評論可信度對賣家之信任有顯著的積極影響；賣家之信任對平台回購意圖有顯著的積極影響。 實證研究同時確認了本研究架構在網購平台的消費者評論情形中，是適宜和可行的。最終提出本研究之學術和管理實務的相關貢獻與建議。

This study aims to explore the motivation, behaviors, and influences of consumer praise feedback on online shopping platforms. Study proposes a research model of three parts, which are praise feedback motivation, 2-dimentions praise feedback behavior, and praise feedback influences. In terms of praise feedback motivation, three kinds of motivations have been proposed from the literature review, including Incentive for Reducing Nuisance Costs, Economic Incentive, and Avoiding Conflict. Then reconstruct the praise behavior into 2- dimensions of the concept, that is, Fake Praise and Real Praise. In terms of influences of praise feedback, three factors have been summarized from the literature review, namely the Credibility of Reviews, the Trust to the Sellers, and the Repurchase Intention to the Platform. At the stage of empirical research, 190 valid questionnaires were collected and a series of hypotheses were verified by using the SEM method. The result shows that Economic Incentive have a significant positive influence on Real Praise; Avoiding Conflict has a significant positive influence on Fake Praise. Real praise has a significant positive influence on the Credibility of Reviews and the Trust to the Sellers; the Credibility of Reviews has a significant positive influence on the Trust to the Sellers; the Trust to the Sellers has a significant positive influence on the Repurchase Intention to the Platform. The empirical research also confirmed that this research model is appropriate and feasible in the context of consumer reviews on the online shopping platform. Finally, the relevant contributions and suggestions of the academic and management practices of this study are proposed.