自我構念與評分正負性對網路口碑分布效應之影響

Abstract

本研究考察了自我構念以及評分正負性的作用以解釋感知網路口碑分布對消費者歸因、產品感知品質和購買意向的影響。隨著資訊科技日新月益的進步，他人意見和網路口碑分布越來越容易被消費者取得。本研究目的主要探討感知網絡口碑分布對網路消費者的產品歸因之影響。在研究中我們假設認知自我構念和評分正負性在評分分布對產品歸因的效果上有著調節作用。實驗結果高度支持假設，並顯示感知評分分布與產品歸因、穩定性歸因、控制性歸因呈負相關。換句話說，評分越分散（即意見多樣化程度越高），消費者認為評分分布反映賣家產品質量、產品質量的穩定性（可預測性）和產品質量的可控制性越低，我們稱此為評分分布效應(rating dispersion effect)。歸因也進一步影響感知品質和購買意願。最有趣的是，我們的結果還顯示感知評分分布、自我構念和評分正負性之間的三方相互作用效應：在正面評分的情況下，互依我（重視社會關係）的網路消費者的感知評分分布效應比獨立我（強調個體獨特性）的網路消費者效果來得更強; 相反的，在負面評分的情況下，獨立我的評分分布效應比互依我的人更強。本研究對於網路口碑對網路消費者的影響提出了新的看法，在學術理論上有著相當大的貢獻。實務方面，對網路平台上之店家與銷售者也有很大貢獻。

The advancement of information technologies allows consumers to reach opinions of others and also the distribution of possibly diverse opinions. The purpose of this study is to investigate the effect of perceived eWOM dispersion on online consumers’ attributions of product quality. It is hypothesized in this study that perceived self-construal and review rating valence play the role of moderators for the dispersion effects on product attributions. The results highly support the hypotheses and show that perceived dispersion is negatively related to product-related, stability, and controllability attributions. That is, the more disperse of review ratings (i.e. a higher degree of diversity in opinions), the less likely the online consumers think that the review ratings reflect the product quality, the stability (predictability) of product quality and the manageability of product quality by the seller. The attributions further affect perceived quality and purchase intention. Most interestingly, the results also show a three-way interaction effect among perceived rating dispersion, perceived self-construal, and rating valence: in the case of positive ratings, the dispersion effect is stronger for interdependent people (who define themselves in terms of their social identity) than for independent people (who defines themselves in terms of their own uniqueness), whereas, in the case of negative review ratings, the dispersion effect is stronger for independent people than for interdependent people. This research investigates the roles of review rating valence as well as self-construal types of online consumers to explain the effects of perceived eWOM dispersion on customers' attributions, perceived quality, and purchase intention.