網路口碑對顧客行為意圖影響之研究—以產品知識為干擾變數

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題名:	網路口碑對顧客行為意圖影響之研究—以產品知識為干擾變數
作者:	莊汶恆
貢獻者:	國際企管管理研究所碩士在職專班
關鍵詞:	網路口碑顧客行為意圖產品知識網路購物
日期:	2010
上傳時間:	2011-10-20 13:15:45 (UTC+8)
摘要:	隨著電訊網路的普及和便捷，以及廠商對產品行銷廣告的創新，消費者的消費行為也跟著網路電訊的發達而改變，網路消費通路成為廠家努力經營的一種型態。廠商、店家最需要人潮建立口碑，做廣告與宣傳，爭取顧客，透過網路的多元性、低成本與開放性的媒介特點，讓產品的口碑訊息或評論，能迅速傳播予網路使用者，而達到口碑行銷的效果，以拓展商機。在網路口碑評價效果中，根據研究假說產品知識將會干擾到評價訊息的正負性，而對顧客行為意圖產生影響。消費者在缺乏產品知識情況下，將會依賴產品能提供的資訊或自身的認知進行消費決策，但當消費者產品知識水準超過某標準時，其受到產品銷術的程度卻可能會因之下降，而趨向品牌獨特性的選項，質言之，其消費者忠誠度將因對產品的了解而變低。本研究主要探討網路口碑對消費行為影響變化以及產品內在線索的產品知識是否干擾該等流程。網路口碑說服效果影響力相當強大，因此容易產生影響產品的品牌形象或是賣家銷售狀況。網路口碑風評的正向性對行銷是有莫大的助力，而負面網路口碑一旦散播出去，除非換名改姓，否則罵名將永遠被印烙在網路上，為保持網路口碑效果的正向性及信用度，宜給予產品知識的提供，而以創新與優良品質影響來滿足消費者產品知識的需求是必要。本研究對象以網路購物知消費者為之。共計發出500份問卷，有效問卷共445份，回收有效率為89%。本研究結果顯示，產品知識對網路口碑與顧客行為意圖有顯著相關，支持本研究假設。並根據本研究結果探討理論與實務之相關意涵。 Due to popularization and freedom of internet, as well as the smart changing of marketing of products, consumer behavior might be affected by the evaluation of elec-tronic word- of- mouth（e- WOM）information there-from. Consumer gets product information from internet to make decision of purchasing, time to time, they shall rely on e- WOM information there-in, if such evaluation of e-WOM stands at an asymmet-rical phenomenon for the product, consumer might be unfairly to make decision, or hereby get a hesitant situation of uncertain changing of purchasing intention for the products. This would be not our real intention to marketing. In the effect of evaluation of e- WOM in internet, the knowledge of product would play an important role for the motivation of consumer purchasing behavior, and might certainly interfere the framing of the said e- WOM evaluation. It is nature that the higher knowledge of product we have, the less attractive moti-vation to own that product we get Generally speaking, exceeding a certain level of knowledge of product will make the consumer to fall down his desire or attention to those attractive marketing of products, and pay attention only to the unique or brand qualities of products. The powerful effect of e- WOM prevailing, with fast speed of communication through internet, will effect the imaginations of brand and its sales. To maintain or keep the positive effect of e- WOM to the marketing of products, other than the appropriate input of product knowledge to the consumer control to satisfy the need of product knowledge with the consumer would be necessary as study. We focus online shopping consumer in the internet to issue 500 inquiries and got back effective 89% of them to run this study. It finds to product knowledge apparently affects e-WOM and consumer behavior, as well as all hypothesis of this get good sup-port hereof.
顯示於類別:	[企業管理學系暨國際企業管理研究所] 博碩士論文

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