影響電子口碑之因素與消費者購買行為：結構關係模型之應用

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，台灣曾經參與網路購物經驗的民眾比例高達90%以上，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。本研究主要希望能夠透過實證了解，影響電子口碑接受度的因素有哪些，以及電子口碑又是如何進一步影響消費者對於網路購物的態度。

根據最後的資料分析結果顯示，BBS訊息可靠性、口碑評論篇數、口碑評論分配型態、訊息接收者的專業程度、皆會正向影響電子口碑接受度；而訊息內容吸引力、訊息接收者的涉入程度、消費者的從眾行為傾向是顯著影響電子口碑接受度的重要因素；此外，電子口碑接受度也會對消費者的購買意向產生正向影響。 依據實證所顯示的結果，本研究於結尾部分針對網路賣家及行銷人員提供實務建議，以期有利於行銷與口碑傳遞的結合，並進而提高行銷效果與增加收益。

For the past few years, online shopping have been an important issue in consumer behavior of electronic commerce. According to the research, the ratio that people who had ever participated in online shopping was above 90% in Taiwan. Generally speaking, 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 buying action. Therefore, this article is focus on the interaction of electronic word-of-mouth effect and online buying behavior. A questionnaire survey was conducted on 411 consumers who have searched information on BBS. After the analysis with LISREL method, we found that： (1) source reliability, volume of the comments , distribution of the comments and receiver’s expertise have positive interaction with the electronic word-of-mouth effect. (2) content attractiveness, receiver’s information involvement and receiver’s conformity behavior have large positive interaction with the electronic word-of-mouth effect. (3) the electronic word-of-mouth effect will positive effect the consumer’s purchase intention. By the results of this thesis, the author provides some management implications and a few futures research directions.