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| 題名: | 網路消費者評論、調節焦點與產品類型對購買意圖之影響:以知覺公平理論為干擾變數
The Impacts of Online Consumer Reviews, Regulatory Focus, and Product Type on Purchase Intention: Perceived Justice Theory as a Moderator |
| 作者: | 于立宸
Yu, Li-chen |
| 貢獻者: | 國際企業管理學系 |
| 關鍵詞: | 網路消費者評論
調節焦點理論
產品類型
知覺公平理論
購買意圖
online consumer reviews
regulatory focus theory
product type
perceived justice theory
purchase intention |
| 日期: | 2015-06 |
| 上傳時間: | 2015-08-06 13:41:55 (UTC+8) |
| 摘要: | 本研究共執行二個實驗，於實驗一中，以網路消費者評論為主題，加入調節焦點理論，探討當消費者看到其他網路消費者之評論後，產生調節配適或不配適之情況，進而對其購買意圖之影響。再者，於實驗二中，加入產品類型，探討調節配適或不配適之消費者，其購買意圖是否會因為產品類型(搜尋品或體驗品)的不同而有所差異；接著，加入服務補救之概念，探討調節配適或不配適之消費者，其對於搜尋品與體驗品之購買意圖，是否會受到知覺公平之干擾。本研究實驗一與實驗二共回收611份有效問卷，並以獨立樣本與成對樣本t檢定，以檢定本研究所提之假說。根據本研究實驗結果顯示，相較於調節不配適，當消費者產生調節配適時，對其購買意圖有顯著之影響；至於為正向或負向之影響，則取決於消費者的調節焦點類型。此外，於負面的網路產品評論，不論是調節配適或不配適之消費者，相較於體驗品，其皆對於搜尋品有較低的購買意圖。最後，不論調節配適與否與產品類型，相較於低知覺公平，高知覺公平的消費者，皆有較高的購買意圖。
The present study conducts two experiments. Experiment 1 explores the effect of regulatory fit or non-fit on purchase intention after receiving the online consumer re-views. Furthermore, Experiment 2 examines whether the effect of regulatory fit or non-fit on purchase intention after receiving the online consumer reviews will be dif-ferent depends on the product types (a search good or an experience good), and addi-tionally the effects whether will be also moderated by the construct of perceived justice. In this study, data was analyzed through independent-sample t test and paired-sample t test based on 611 valid questionnaires. The findings of this study show that the regulatory fit effect has significant influence on purchase intention compared with non-fit condition. As for the positive or negative effect, it will depend on the types of consumers’ regulatory focus (i.e. promotion-focused consumer or prevention-focused consumer). The results also confirm that in spite of the occurrence of regulatory fit or non-fit after receiving negative online consumer reviews, consumers experience on the search good have lower purchase intention than the experience good. Finally, regardless of regulatory fit or non-fit condition and product types, this study explains consumers with high-perceived justice have higher purchase intention compared with consumers with low-perceived justice. |
| 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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