| 摘要: | 本研究應用ERG理論(存在、關係及成長需要)探討當人們的需要獲得滿足，對其發表網路評論之內在動機(幫助他人、支持網站、覺得有趣)與外在動機(獲取認同、社交連結、財務誘因)之影響，進而對其內心急迫發表網路評論之影響；亦探討知覺關鍵多數、品牌知名度與資訊品質於發表網路評論的動機與行為意圖間之干擾效果。研究結果顯示，人們的存在與成長需要獲得滿足，對其發表網路評論的內在動機比外在動機有顯著較高的正向影響；人們的關係需要獲得滿足，對其發表網路評論的外在動機比內在動機有顯著較高的正向影響。此外，不論人們的內在或外在動機，對其急迫發表網路評論均有顯著正向影響。再者，無論動機的類型，動機於需要與急迫發表網路評論之間有顯著正向之部分中介效果；需要與急迫發表網路評論有顯著正向的直接效果。最後，人們發表網路評論的內在動機與急迫發表網路評論間，皆受到知覺關鍵多數、品牌知名度與資訊品質顯著正向干擾；於外在動機與急迫發表網路間，僅受到知覺關鍵多數顯著正向干擾。
Due to the popularity and convenience of Internet and mobile devices, the impact of online reviews on physical or online stores can’t be ignored, and it continues to re-ceive attention from the practical and academic field. Most of the current research on online reviews explore the consequences, almost no study explores the factors that in-fluence an individual’s urge to post online reviews. Therefore, this study uses the per-spective of ERG theory to explore the needs for an individual’s urge to post online re-views, and their impacts on their motivations and subsequent behavior. Specifically, the purposes of this study are to explore that when peoples needs (i.e. existence, rela-tionship, growth need) are met, their impacts on intrinsic motivations (i.e. helping others, supporting websites, feeling interesting) and extrinsic motivations (i.e. recog-nition from others, social connections, financial incentives), and in turn, affect urge to post online reviews. Furthermore, since the online reviews were posted on the Internet platform, another purpose of this study is to explore whether the links between moti-vations and urge to post online reviews are moderated by the website features (i.e. perceived critical mass, brand awareness, information quality).
A total of 639 valid questionnaires are collected in this study, and uses simple re-gression and hierarchical regression analysis to test the hypotheses. The findings of this study show that the needs of existence and growth have significant higher and positive influence on intrinsic motivation of posting online reviews, compared to ex-ternal motivation. However, relatedness need has significant higher and positive in-fluence on external motivation of posting online reviews, compared to intrinsic moti-vation. In addition, regardless of intrinsic or extrinsic motivation, motivations have significant and positive influence on urge to post online reviews. Furthermore, moti-vations have a significant and positive partial mediating effect between needs and urge to post online reviews. Moreover, needs have a significant and positive effect on urge to post online reviews. Finally, the results confirm the significant and positive moder-ating effects of website features (i.e. perceived critical mass, brand awareness, infor-mation quality) on the relationship between intrinsic motivation of posting online re-views and urge to post online reviews. Also, this study confirms the significant and positive moderating effect of perceived critical mass on the relationship between ex-ternal motivation of posting online reviews and urge to post online reviews. Based on the results of this study, academic and managerial implications, research limitations, and future research directions are presented in this paper. |
