少即是多：針對文字型體驗性產品，文字評論的說服優勢

Abstract

在視聽媒介主導的當代資訊環境中，主流觀點普遍認為，相較於文字評論，影片評論在傳達說服力方面具有先天優勢，特別是在體驗型產品的推廣上。本研究對此假設提出質疑，聚焦於一類特殊的體驗型產品——需高度認知與情感投入、而非感官沉浸的「文字型體驗產品」（如小說與文學作品）——探討評論形式是否會調節消費者的反應。立基於媒體豐富性理論（Media Richness Theory），本研究主張，在此情境下，文字評論可能違反一般預期，展現更為優越的說服效果。

為實證驗證上述命題，本研究採用 2（評論形式：文字 vs. 影片）× 2（產品類型：文字型體驗 vs. 非文字型體驗）混合設計，招募 83 位美國成人受試者，透過 Prolific 平台徵集並於 Qualtrics 系統施測。參與者隨機分派至不同評論形式，並評估兩項正向包裝之產品——一本小說與一家精品旅館——其購買意圖與評論可信度為主要依變項。

研究結果顯示，產品類型對購買意圖具顯著影響，非文字型體驗產品普遍引發較高之購買意圖；而評論形式則未呈現顯著主效應或交互作用。然而，在評論可信度之分析中，評論形式展現邊緣顯著影響（F = 3.507, p = .063），暗示當評論形式與產品類型一致時，消費者對評論的可信感可能提升。此一結果表明，影片評論所具備的說服優勢並非適用於所有產品類型，評論形式的有效性應視產品屬性與認知需求而定。

在理論層面，研究對媒體豐富性理論提出修正，指出在某些邊界條件下，精簡媒介（如文字）可能與豐富媒介（如影片）同樣有效，甚至表現更佳，特別是在處理以認知為導向之體驗產品時。在實務面，本研究為行銷策略提供具成本效益的見解：針對需高度認知參與之產品（如書籍），精緻設計之文字評論亦可達成與影片評論相當之可信與說服效果。

In an era dominated by audiovisual content, prevailing wisdom suggests that video reviews are inherently more persuasive than their text-based counterparts, particularly for experiential products. This study challenges that assumption by examining whether review modality moderates consumer responses to a distinct product category—text-based experiential products, such as novels and literary works—that require deep cognitive and emotional engagement rather than sensory immersion. Grounded in Media Richness Theory, the study proposes that text reviews may, contrary to popular belief, offer superior persuasive efficacy in this context.

To empirically investigate this claim, a 2 (review format: text vs. video) × 2 (product type: text-based experiential vs. non-text-based experiential) mixed factorial experiment was conducted with 83 adult participants recruited via Prolific and tested on Qualtrics. Participants were randomly assigned to review conditions and evaluated two positively framed products—a novel and a boutique hotel—via either text or video format. Purchase intention and perceived credibility served as the primary dependent measures.

Results revealed that product type significantly influenced purchase intention—favoring non-text-based experiential products—while review format had no significant main or interaction effect. However, analysis of review credibility revealed a marginally significant effect (F = 3.507, p = .063), suggesting that when review format aligns with product type, perceived credibility may increase. These findings indicate that the presumed persuasive advantage of video reviews does not extend uniformly across product types and that review modality effectiveness is contingent on product characteristics and cognitive demands.

Theoretically, this study refines Media Richness Theory by identifying boundary conditions where leaner media may be equally or more effective than richer ones—particularly for cognitively oriented experiential products. Practically, it offers cost-efficient insights for marketers: for products that demand cognitive engagement, such as books, well-crafted text reviews may achieve credibility and persuasive effects comparable to those of video-based alternatives.