查詢結果分析
相關文獻
- 線上產品評論對消費者購買意圖之影響:認知需求與產品知識調節效果之探討
- 消費者涉入程度、產品知識對購買決策之影響--以體適能健身俱樂部會員卡為例
- 線上影音廣告創意策略與認知需求之溝通效果
- 多媒體電腦產品開發之感性特質的研究
- 以使用者認知觀點開發多媒體系統之研究
- The Effects of Attitude, Subjective Norm, and Perceived Behavioral Control on Consumers' Purchase Intentions: The Moderating Effects of Product Knowledge and Attention to Social Comparison Information
- Elaboration Likelihood Model in Consumer Research: A Review
- 網路商店行銷策略對消費者滿意度與服務價值認知之影響效果探討
- 消費者產品知識對網際網路上商品資訊搜尋量之影響
- 消費者的經驗與知識對外部資訊搜尋量的影響
頁籤選單縮合
題名 | 線上產品評論對消費者購買意圖之影響:認知需求與產品知識調節效果之探討=The Influence of Online Product Reviews on Consumer Purchase Intentions: The Moderating Roles of Cognitive Need and Product Knowledge |
---|---|
作者 | 莊淑惠; 林鴻南; 吳政霈; Chuang, Shu-hui; Lin, Hong-nan; Wu, Cheng-pei; |
期刊 | 管理評論 |
出版日期 | 20141000 |
卷期 | 33:4 2014.10[民103.10] |
頁次 | 頁45-65 |
分類號 | 496.34 |
語文 | chi |
關鍵詞 | 線上產品評論; 推敲可能性模式; 認知需求; 產品知識; Online product reviews; Elaboration likelihood model; Cognitive need; Product knowledge; |
中文摘要 | 網路購物的不確定性與風險的程度較高,許多消費者在購物前會參考線上產品評論以減少網購的不確定性與風險,雖然企業界與學術界已開始意識到線上產品評論對消費者購買決策的影響力,但相關研究卻相對缺乏。本研究除探討線上產品評論的論點品質與評論數量對消費者購買決策的影響外,並以推敲可能性模式為基礎,來探討個人差異變數(包括認知需求與產品知識)於這影響的過程中可能產生的調節效果。本研究採實驗室實驗法,研究結果顯示線上產品評論的論點品質及評論數量會影響消費者對產品的認知有用性與認知價值,進而影響其購買意圖。此外,認知需求與產品知識對於論點品質與認知產品有用性間的關係具有調節效果,且產品知識並對論點品質與認知產品價值間的關係產生調節效果。本研究結果有助於瞭解線上產品評論將如何影響消費者的購買意圖,除能填補過去研究之不足,亦可提供行銷人員建議,使能適當運用線上產品評論來達到行銷的目的。 |
英文摘要 | Prior to making purchase decisions, most consumers have the tendency to read online product reviews to seek information on a product in order to reduce the uncertainty and risk in online shopping. Researchers and practitioners are aware that online produce reviews have an impact on consumer purchase decisions. However, little research has been done to investigate the potential effects of online produce reviews on purchase decisions. This study explores the relationships between online produce reviews and purchase decisions, and uses the elaboration likelihood model to explain how level of cognitive need and product knowledge moderate these relationships. Results of a laboratory experiment indicate that both the quality and quantity of online product reviews affect consumers' perceived usefulness and perceived value of the product, which in turn affect their purchase intentions. In addition, both cognitive need and product knowledge can moderate the reviews quality-perceived usefulness relationship, and product knowledge can moderate the reviews quality-perceived value relationship. These findings have implications for online sellers about how to manage online consumer reviews. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。