閱讀線上電影評論時資訊使用者資訊過載現象之探討

Abstract

資訊過載的概念首先出現於1960年代，最一開始為用以描述實體紙本資料過多所造成的資訊處理能力負荷過重之問題的用語。隨著數位化時代的來臨，資料的儲存形式從紙本轉變為數位，資訊過載的涵義也跟著擴大。到了現代，除了實體資料過多所造成的資訊處理能力負荷過重之問題外，資訊過載也成為了用以描述數位資料過多問題之用語。

在消費者決策過程的脈絡之中，資訊過載問題的具體體現一直是學者們關心的主題之一。Nelson（1970）首先提出了，消費者進行任何購物決策前都一定會進行資訊收集的動作，以評估各商品間品質、價格等的不同。本研究所欲探討的，即是此資訊蒐集階段中消費者會產生的資訊過載現象。

消費者在資訊蒐集階段中會接觸到的資訊，除了價格、產地、製造商等之外，還有來自他人對該商品的評論。尤其在購入使用前難以理解商品價值的經驗財的部分，依據他人經驗所撰寫出的評論就顯得對決策更為重要。舉例而言，電影這項經驗財，其相關評論因能有效成為決策前的參考資料，影評相關產業發展多時，不論是製作方或是消費方都對其有穩定需求。在電影購物決策過程中的資訊蒐集階段，消費者閱讀線上影評時會不會出現資訊過載的現象，即為本研究欲探討的主題。

透過實證研究，本研究發現在評論則數最多為20則的實驗環境下，消費者似乎能透過策略及無意識思考，成功避免陷入資訊過載的問題之中。然而，由於購買意願並未出現隨評論數量增加而上升之情形，因此並不能保證多於20則影評的環境之下，消費者仍能以同樣的方式，避免資訊過載問題之發生。

由於過往研究中，對於閱讀評論時消費者會不會發生資訊過載之現象有不一致的結果，本研究希望能以更特定的研究要素，以及較貼近現實環境之實驗設計，得出應用範圍雖較受限制，但仍具實用性之研究結果。

The term “information overload” was first coined in the 1960s. Originally used to describe the problem of the inability to process information caused by an overabundance of physical paper information, the term’s definition expanded as the digital age took over starting in the late 20th century. Now, it is also used to describe the problem of the inability to process information caused by an overabundance of digital information, which arguably might just be the main form of information people interact with nowadays.

Information overload in the context of the consumer decision-making process has always been of interest to scholars. Nelson (1970) first proposed that information used in the consumer decision-making context should come before the consumer makes a purchasing decision, being used to evaluate different purchase options such as the difference between their quality and price. What this research is interested in is this kind of information described here: information that consumers search beforehand in order to evaluate the different purchase options.

The information which consumers are exposed to in this information-gathering phase is not just limited to the usual price, manufacturer, and place of origin. Among the different types of information are product reviews. Especially when it comes to experience goods, goods that are hard to evaluate before consumption, or “experience,” product reviews can play an even bigger role in a consumer’s decision-making process since they can offer the consumer a glimpse of the “experience.” For example, when it comes to the consumption of an experience good like movies, movie reviews can become such a strong aid in the decision-making process that there exists a whole industry just surrounding movie reviews and there has always been a steady demand for them from movie makers and consumers alike. As such, the main focus of this research will be about if consumers will experience information overload when reading movie reviews in this information-gathering phase of the consumer decision process.

Through empirical research, this research determined that within a maximum number of 20 movie reviews, consumers seem to be able to avoid information overload by deploying strategies and processing information through unconscious thought while reading reviews. However, since consumers’ purchase intention don’t grow as the number of review increases, there is no guarantee that after 20 reviews, the same strategy and process through unconscious thought will still work to prevent information overload from happening and start to harm a consumer’s purchase intention.

Due to inconsistencies in prior research results, this study aims to use a more specific and realistic approach to design the experiment used in this study. Although it might be a more limited research result when it comes to applying it to real world situations, it can be more correctly applied due to all the specifics that was put into thought while designing the experiment.