電子口碑特性對消費行為之影響─以餐飲業口碑網站為例

Abstract

根據尼爾森「全球消費者線上調查」發現，儘管廣告媒體及來源不斷地擴張延展，全球消費者最信任的廣告形式還是「其他消費者的口碑」。與傳統口碑相似，研究指出電子口碑可能比產品行銷人員在網站上所創造的資訊擁有更高的可信度、更貼近消費者，並與消費者更加的相關。電子口碑溝通被消費者認為是值得信賴的資訊來源，電子口碑也能夠增強消費者忠誠度。由文獻得知，口碑傳播已被證實可影響任何購買決策，過去的學者指出，口碑傳播對於服務業的影響更為明顯，且口碑推薦行為在服務產業中已被證實會對消費者的購買決策產生顯著的影響，其中這些口碑的內容隱含的特性值得去探討。因此本研究選定服務產業中的餐飲業作為例子，利用閱讀推薦餐廳的網站讀者為研究對象，透過觀察與實證，了解在電子口碑的內容中，有哪些特性會影響口碑效果，而在接收者本身的特性方面，是否也會干擾此效果，另一方面，再進一步探討電子口碑效果對消費者購買意向以及轉寄意願的影響。 本研究以台大批踢踢實業坊中與美食相關的看板讀者做為發放問卷對象，回收有效問卷共395份。實證結果發現影響電子口碑效果的「訊息內容」因素為：內容資訊性、評價分配型態、口碑方向與情緒化程度與資訊豐富度，另外在接收者本身特性當中，從眾傾向會對電子口碑效果產生正向影響，在專業程度方面，則與假設預測之方向相反，也是會對電子口碑會有正向的影響，而電子口碑效果對購買意向以及口碑轉寄意願皆有正向的影響效果。

According to AC Nelson’s report, though advertising media and sources are expanding rapidly, “the word-of-mouth (WOM) of other consumers “is still the most trustworthy information for consumers. Similar to traditional WOM, research points out that the electronic word-of-mouth (eWOM) may have higher credibility and more relevant to consumers than the information which marketers create on their own websites. The eWOM is not only a credible information source, but also facilitate to strengthen consumer's loyalty. Scholars have pointed out earlier the ineligible WOM effects on the service industry. Thus, this research is conducted based on the catering industry, and choose web surfers who employ online dining guide as a reference as the sample, aiming at clarifying the characteristics of information which give rise to the eWOM effect, and to determine whether the characteristics of the surfers interfere with this result, and whether the eWOM affect consumer’s purchase intention and their willingness to forward the information. After the analysis with LISREL method, we found that: (1) the content informativeness, distribution of comments, the negative or positive opinion of comments, the emotional level of comments and the style of comments have positive interaction with WOM effects. (2) the message receiver’s conformity has positive interaction with WOM effects, and the message receiver’s profession has negative interaction with WOM effects. (3) the eWOM effect will positively affect the consumer’s buying intention and their willingness to forward the information.