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題名 網路評論對於購買意願之影響 -以產品類型為調節變數
The influence of online reviews on purchase intention -A moderating role of product type作者 黃品錞
Huang, Pin-Chun貢獻者 簡睿哲
Jian, Rui-Zhe
黃品錞
Huang, Pin-Chun關鍵詞 網路評論品質
正面網路評論
產品類型
產品涉入程度
觀看評論者專業性
Online Review
Product Involvement
Prouct Type
postive review
review quality
Recipient’s Expertise日期 2021 上傳時間 4-Aug-2021 14:25:17 (UTC+8) 摘要 隨著網路的普及，網路購物變得越來越完善，消費者購物逐漸從線下轉為線上，沒有了線下商品實際的觀看，消費者購物前會在線上搜尋產品相關的資訊，並利用其他消費者的網路評論來當作參考依據，以降低對商品的疑慮，但評論的內容千百種，何種評論才能有效地增加消費者對於商品的購買意願呢?故本研究欲探討網路評論品質、正面網路評論對於消費者購買意願之影響，並因為不同產品類型可能會有不同的研究結果，消費者對於產品的涉入程度、對網路評論的了解程度也可能對結果產生影響，故此研究把產品類型與產品涉入程度以及觀看者專業性當作調節變數，分別探討正面網路評論對購買意願之調節效果。此研究透過發放問卷來驗證網路評論品質、正面網路評論、產品類型、產品涉入程度、觀看評論者專業性之關係，最後的研究結果也顯示，網路評論品質及正面網路評論能夠有效地增加消費者的購買意願，且產品類型會顯著調節正面網路評論與購買意願之關係。
With the popularization of the network, online shopping is becoming more and more convenient,The purpose of this study is to investigate whether postive reviews,review quality affect consumers` purchase intention.Because different product types may have different research results, the degree of consumer involvement in the product, and Knowledge of online comments may also influence the results. Therefore,product type and product involvement degree and Recipient’s Expertise are regarded as moderating variables in this study.In this study, questionnaires were issued to verify the relationship between positive review, review quality, Recipient’s Expertise ,product type and product involvement . The results also show that the quality of online reviews and positive online reviews can effectively increase consumers` purchase intention, and the Product type significantly moderates the relationship between positive online reviews and purchase intention.參考文獻 中文文獻財團法人台灣網路資訊中心，2019。2019台灣網路報告 調查亮點與焦點座談會主題陳冠榮 ，2019。網購市場成長，2019 年電子購物營收估破 2,000 億元大關翁書婷，2016。Google:69%的台灣消費者傾向在購物前先上網研究大大學院，2018。消費者相信誰？線上評論如何影響消費者線上/線下購買決策英文文獻 Archak, N., Ghose, A., & Ipeirotis, P. G. (2011). Deriving the pricing power of product features by mining consumer reviews. Management science, 57(8), 1485-1509. Avery, R. J. (1996). Determinants of search for nondurable goods: An empirical assessment of the economics of information theory. Journal of Consumer Affairs, 30(2), 390-420. Bao, Y., Bao, Y., & Sheng, S. (2011). Motivating purchase of private brands: Effects of store image, product signatureness, and quality variation. Journal of Business Research, 64(2), 220-226. Bei, L. T., Chen, E. Y., & Widdows, R. (2004). Consumers` online information search behavior and the phenomenon of search vs. experience products. Journal of family and economic issues, 25(4), 449-467. BliegeBird, R., & Smith, E. (2005). Signaling theory, strategic interaction, and symbolic capital. Current anthropology, 46(2), 221-248. Brauer, M., Chambres, P., Niedenthal, P. M., & Chatard-Pannetier, A. (2004). The relationship between expertise and evaluative extremity: The moderating role of experts` task characteristics. Journal of Personality and Social Psychology, 86(1), 5. Carney, M., Edwards, G., & Kim, A. (2020). Doing Well by Doing Wrong: Stakeholders Salience, Wrongdoing, and Reputational Penalties. In Academy of Management Proceedings (Vol. 2020, No. 1, p. 19962). Briarcliff Manor, NY 10510: Academy of Management. Chatterjee, P. (2001). Online reviews: do consumers use them?. Chen, S. L., Yu, H., Luo, H. M., Wu, Q., Li, C. F., & Steinmetz, A. (2016). Conservation and sustainable use of medicinal plants: problems, progress, and prospects. Chinese medicine, 11(1), 1-10. Cheung, C. M. Y., Sia, C. L., & Kuan, K. K. (2012). Is this review believable? A study of factors affecting the credibility of online consumer reviews from an ELM perspective. Journal of the Association for Information Systems, 13(8), 2. Chevalier, J. A., & Mayzlin, D. (2006). The effect of word of mouth on sales: Online book reviews. Journal of marketing research, 43(3), 345-354.. Clemons, E. K., Gao, G. G., & Hitt, L. M. (2006). When online reviews meet hyperdifferentiation: A study of the craft beer industry. Journal of management information systems, 23(2), 149-171. Connelly, B. L., Certo, S. T., Ireland, R. D., & Reutzel, C. R. (2011). Signaling theory: A review and assessment. Journal of management, 37(1), 39-67. Crowley, A. E., & Hoyer, W. D. (1994). An integrative framework for understanding two-sided persuasion. Journal of Consumer research, 20(4), 561-574. De Maeyer, P. (2012). Impact of online consumer reviews on sales and price strategies: A review and directions for future research. Journal of Product & Brand Management. Dellarocas, C. (2003). The digitization of word of mouth: Promise and challenges of online feedback mechanisms. Management science, 49(10), 1407-1424. Dhar, R., & Wertenbroch, K. (2007). The costs and benefits of temptation in consumer choice. Working paper. Duan, W., Gu, B., & Whinston, A. B. (2008). Do online reviews matter?—An empirical investigation of panel data. Decision support systems, 45(4), 1007-1016. Eisend, M. (2006). Source credibility dimensions in marketing communication–A generalized solution. Journal of Empirical Generalisations in Marketing Science, 10(2). Eslami, S. P., & Ghasemaghaei, M. (2017). Identifying the conditions under which online reviews translate into product sales: a sentiment analysis approach. Eslami, S. P., Ghasemaghaei, M., & Hassanein, K. (2018). 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國立政治大學
國際經營與貿易學系
108351006資料來源 http://thesis.lib.nccu.edu.tw/record/#G0108351006 資料類型 thesis dc.contributor.advisor 簡睿哲 zh_TW dc.contributor.advisor Jian, Rui-Zhe en_US dc.contributor.author (Authors) 黃品錞 zh_TW dc.contributor.author (Authors) Huang, Pin-Chun en_US dc.creator (作者) 黃品錞 zh_TW dc.creator (作者) Huang, Pin-Chun en_US dc.date (日期) 2021 en_US dc.date.accessioned 4-Aug-2021 14:25:17 (UTC+8) - dc.date.available 4-Aug-2021 14:25:17 (UTC+8) - dc.date.issued (上傳時間) 4-Aug-2021 14:25:17 (UTC+8) - dc.identifier (Other Identifiers) G0108351006 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/136271 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 國際經營與貿易學系 zh_TW dc.description (描述) 108351006 zh_TW dc.description.abstract (摘要) 隨著網路的普及，網路購物變得越來越完善，消費者購物逐漸從線下轉為線上，沒有了線下商品實際的觀看，消費者購物前會在線上搜尋產品相關的資訊，並利用其他消費者的網路評論來當作參考依據，以降低對商品的疑慮，但評論的內容千百種，何種評論才能有效地增加消費者對於商品的購買意願呢?故本研究欲探討網路評論品質、正面網路評論對於消費者購買意願之影響，並因為不同產品類型可能會有不同的研究結果，消費者對於產品的涉入程度、對網路評論的了解程度也可能對結果產生影響，故此研究把產品類型與產品涉入程度以及觀看者專業性當作調節變數，分別探討正面網路評論對購買意願之調節效果。此研究透過發放問卷來驗證網路評論品質、正面網路評論、產品類型、產品涉入程度、觀看評論者專業性之關係，最後的研究結果也顯示，網路評論品質及正面網路評論能夠有效地增加消費者的購買意願，且產品類型會顯著調節正面網路評論與購買意願之關係。 zh_TW dc.description.abstract (摘要) With the popularization of the network, online shopping is becoming more and more convenient,The purpose of this study is to investigate whether postive reviews,review quality affect consumers` purchase intention.Because different product types may have different research results, the degree of consumer involvement in the product, and Knowledge of online comments may also influence the results. Therefore,product type and product involvement degree and Recipient’s Expertise are regarded as moderating variables in this study.In this study, questionnaires were issued to verify the relationship between positive review, review quality, Recipient’s Expertise ,product type and product involvement . The results also show that the quality of online reviews and positive online reviews can effectively increase consumers` purchase intention, and the Product type significantly moderates the relationship between positive online reviews and purchase intention. en_US dc.description.tableofcontents 中文摘要 II英文摘要 III表次 VI圖次 VII第一章 緒論 01第一節 研究背景與動機 01第二節 研究問題與目的 04第三節 研究範圍與對象 05第四節 研究方法與流程 06第二章 文獻探討 07第一節 網路評論 07第二節 極端網路評論 08第三節 網路評論品質 09第四節 產品涉入程度 10第五節 產品類型:享樂品、實用品 11第六節 觀看評論者涉入程度與專業度 12第七節 信號理論 13第三章 研究方法 17第一節 研究架構 17第二節 研究假設 18第三節 變數操作型定義與衡量 23第四節 資料蒐集與分析方法 28第四章 研究結果與分析 30第一節 基本資料分析 30第二節 信度與效度分析 33第三節 敘述性統計分析 36第四節 回歸分析 38第五節 研究假說之驗證 42第五章 結論與建議 43第一節 研究結論 43第二節 研究貢獻與管理意涵 45第三節 研究限制與未來研究建議 47參考文獻 49 zh_TW dc.format.extent 1406726 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0108351006 en_US dc.subject (關鍵詞) 網路評論品質 zh_TW dc.subject (關鍵詞) 正面網路評論 zh_TW dc.subject (關鍵詞) 產品類型 zh_TW dc.subject (關鍵詞) 產品涉入程度 zh_TW dc.subject (關鍵詞) 觀看評論者專業性 zh_TW dc.subject (關鍵詞) Online Review en_US dc.subject (關鍵詞) Product Involvement en_US dc.subject (關鍵詞) Prouct Type en_US dc.subject (關鍵詞) postive review en_US dc.subject (關鍵詞) review quality en_US dc.subject (關鍵詞) Recipient’s Expertise en_US dc.title (題名) 網路評論對於購買意願之影響 -以產品類型為調節變數 zh_TW dc.title (題名) The influence of online reviews on purchase intention -A moderating role of product type en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 中文文獻財團法人台灣網路資訊中心，2019。2019台灣網路報告 調查亮點與焦點座談會主題陳冠榮 ，2019。網購市場成長，2019 年電子購物營收估破 2,000 億元大關翁書婷，2016。Google:69%的台灣消費者傾向在購物前先上網研究大大學院，2018。消費者相信誰？線上評論如何影響消費者線上/線下購買決策英文文獻 Archak, N., Ghose, A., & Ipeirotis, P. G. (2011). Deriving the pricing power of product features by mining consumer reviews. Management science, 57(8), 1485-1509. Avery, R. J. (1996). Determinants of search for nondurable goods: An empirical assessment of the economics of information theory. Journal of Consumer Affairs, 30(2), 390-420. Bao, Y., Bao, Y., & Sheng, S. (2011). Motivating purchase of private brands: Effects of store image, product signatureness, and quality variation. Journal of Business Research, 64(2), 220-226. Bei, L. T., Chen, E. Y., & Widdows, R. (2004). Consumers` online information search behavior and the phenomenon of search vs. experience products. Journal of family and economic issues, 25(4), 449-467. BliegeBird, R., & Smith, E. (2005). Signaling theory, strategic interaction, and symbolic capital. Current anthropology, 46(2), 221-248. Brauer, M., Chambres, P., Niedenthal, P. M., & Chatard-Pannetier, A. (2004). The relationship between expertise and evaluative extremity: The moderating role of experts` task characteristics. Journal of Personality and Social Psychology, 86(1), 5. Carney, M., Edwards, G., & Kim, A. (2020). Doing Well by Doing Wrong: Stakeholders Salience, Wrongdoing, and Reputational Penalties. In Academy of Management Proceedings (Vol. 2020, No. 1, p. 19962). Briarcliff Manor, NY 10510: Academy of Management. Chatterjee, P. (2001). Online reviews: do consumers use them?. Chen, S. L., Yu, H., Luo, H. M., Wu, Q., Li, C. F., & Steinmetz, A. (2016). Conservation and sustainable use of medicinal plants: problems, progress, and prospects. Chinese medicine, 11(1), 1-10. Cheung, C. M. Y., Sia, C. L., & Kuan, K. K. (2012). Is this review believable? A study of factors affecting the credibility of online consumer reviews from an ELM perspective. Journal of the Association for Information Systems, 13(8), 2. Chevalier, J. A., & Mayzlin, D. (2006). The effect of word of mouth on sales: Online book reviews. Journal of marketing research, 43(3), 345-354.. Clemons, E. K., Gao, G. G., & Hitt, L. M. (2006). When online reviews meet hyperdifferentiation: A study of the craft beer industry. Journal of management information systems, 23(2), 149-171. Connelly, B. L., Certo, S. T., Ireland, R. D., & Reutzel, C. R. (2011). Signaling theory: A review and assessment. Journal of management, 37(1), 39-67. Crowley, A. E., & Hoyer, W. D. (1994). An integrative framework for understanding two-sided persuasion. Journal of Consumer research, 20(4), 561-574. De Maeyer, P. (2012). Impact of online consumer reviews on sales and price strategies: A review and directions for future research. Journal of Product & Brand Management. Dellarocas, C. (2003). The digitization of word of mouth: Promise and challenges of online feedback mechanisms. Management science, 49(10), 1407-1424. Dhar, R., & Wertenbroch, K. (2007). 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