量化與質化線上評論資訊差異對於商品品質及購買意圖的影響

Abstract

線上顧客評論被視為顧客購買決策中很重要的元素。過去研究發現線上評論的意見會對於後續感知到的商品品質、購買意圖、甚至購買行為帶來的銷售量有影響。然而，線上評論中通常含有量化的星等資訊以及質化的敘述資訊，但過去的研究通常都將量化與質化的資訊分開來看，分別檢驗量化資訊或質化資訊的對於消費者感知品質、購買意圖與決策的影響。

根據本研究中的資料探勘結果發現：有些線上評論的質化敘述資訊與量化星等資訊所表達的意見是有差距存在的。因此，本研究想要深入探討當經驗性商品的線上評論同時存在著量化與質化資訊時，兩者分別對於感知商品品質的影響。研究結果顯示富含細節的質化資訊比量化資訊對於感知商品品質有較大的影響力。 本研究也針對兩篇線上評論的質化資訊意見差異對於感知商品品質的影響進行研究分析。結果顯示消費者確實會受到質化資訊的影響，會發現其中的差異。而此差異會影響感知商品品質，負向的資訊對於商品品質的判斷擁有較大的影響，此結果也與過去的研究提出的負向效果(negativity effect)。最後此研究也顯示線上評論會影響感知商品品質，而感知商品品質會更進一步影響購買意圖。

本研究對於研究線上顧客評論對顧客購買決策的影響提出了新的看法。消費者並不是一昧地接受量化資訊的，他們是會發現評論中量化的星等與質化的敘述評論間的差異，而質化資訊又在感知商品品質與購買意圖中扮演較重要的影響角色。

Online customer reviews are considered as an important role plays on customer purchase decision making process. Previous researches show that the opinions of online reviews have influence on the perceived product quality, the purchase intention, and finally the sales. However, previous studies usually study quantitative information and qualitative information of online customer reviews separately, even if there are usually both the quantitative information, the rating, and the qualitative information, the comment in each online customer review. Based on the results of data mining, this study finds that there are discrepancies between the opinion of comment and the opinion of rating in some online reviews. Therefore, this study aims at finding the effects of quantitative information and qualitative information on perceived product quality in single online customer review for experience goods. The results show that the detailed qualitative information has greater influence on the perceived product quality than the quantitative information. In addition, this study also studies the effect of discrepancy between two online reviews on one product’s perceived product quality. The results indicate that customers really are affected by the qualitative information, the discrepancy will neutralize the perceived product quality and the negative information takes more weight on product quality judgment. The results follow the negativity effect discussed by prior researches. Finally, this study links the online reviews to perceived product quality, then the purchase intention. This study proposes a new idea to explain the effect of online customer reviews on customer purchase decision making process. Customers are not blind to receive the quantitative information, the discrepancy between rating and comment will be discovered and the quantitative information plays more important role on perceived product quality and purchase intention.