網路口碑對購買意願的影響–以美食餐廳與民宿飯店為例

Abstract

隨著時代的演變，網際網路的發明深深地影響現今消費者的購買行為，過去傳統口碑的傳播方式已經有了明顯的改變。如今的消費者在購買產品或服務前，多會參考網路評分及網路評論作為購買參考的依據，越來越多研究也開始關注網路口碑對於消費者購買意願的影響。本篇論文將深入探討網路評論及網路評分對消費者購買意願的影響，包括網路評論數量總數、負面評論、正面評論，各別對消費者購買意願的影響，此外，本篇論文還進一步探討網路上產品或服務的網路評分以及質量高及低的正面或負面的網路評論，對消費者的購買意願會產生什麼樣的影響。經過前測問卷的調查，發現尤其消費者在選擇美食餐廳及民宿飯店前，調查其網路口碑的頻率最高。因此，本篇論文將深入探討在美食餐廳及民宿飯店產業，網路口碑對其消費者購買意願的影響。 根據研究結果我們發現，網路評論比起網路評分對消費者購買意願的影響較大；負面評論比起正面評論，對消費者購買意願的影響較大；消費者在調查網路口碑時，普遍在意網路上評論的數量；內容質量較高的評論，對消費者購買意願的影響力較大；消費者會根據不同的產品類型而影響其在意不同網路口碑的程度；網路口碑對消費者購買意願的影響會受到消費者個人特質的影響（如年齡、性別）；在情境不同時，網路評分與網路評論對不同年齡層的影響也有所不同。

With the evolution of the times, the invention of the Internet has affected the purchasing behavior of today's consumers. Before consumers buy products or services, they often want to see online ratings and online reviews. More and more studies have begun to research the impact of online word-of-mouth on consumers' purchase intentions. This paper will discuss the impact of online reviews and online ratings on consumers’ purchase intentions, including the total number of online reviews, negative reviews, positive reviews, review content quality. We found that consumers have the highest frequency of Internet word-of-mouth investigation before choosing restaurant and hotel. Therefore, this paper will discuss the impact of Internet word-of-mouth on its consumers’ buying intentions in restaurant and hotel. According to the research results, we found that online reviews have a greater impact on consumers’ purchase intention than online ratings. Negative reviews have a greater impact on consumers’ purchase intention than positive reviews. When consumers care about the number of reviews on the Internet; reviews with higher content quality have a greater influence on consumers' purchase intentions. The influence of consumers' purchase intentions will be affected by the personal characteristics of consumers (such as age and gender). When the situation is different, the impact of online ratings and online reviews on different age groups is also different.