線上口碑對消費者購買意圖之影響－－網路論壇的實驗研究

The Effect of Online Word-of-Mouth on Consumer's Purchase Intention: A Laboratory Experiments Conducted on Online Forum

本研究以實驗室實驗法，探討網路論壇環境中線上產品評論所形成的線上口碑，對消費者購買意圖之影響。透過操控資訊提供者的文章與個人評價，來瞭解資訊搜尋者如何經由感受可靠度與專業度影響其購買意圖。實驗對象主要為18〜24歲具網路論壇瀏覽經驗者，共獲得有效受測資料241份。研究結果發現：（1）資訊提供者的個人評價會正向顯著影響資訊搜尋者的感受可靠度及專業度；而文章評價僅對資訊搜尋者的感受專業度產生影響；（2）資訊搜尋者的感受可靠度或專業度愈高，則購買意圖就會愈高；（3）若資訊搜尋者為低信任傾向者，則文章評價愈高，其感受可靠度也會愈高；（4）在個人評價的影響上，低涉入程度資訊搜尋者的感受專業度會大於高涉入程度者。

This study investigates the impact of online word-of-mouth on the consumer purchase intention. A 2 (personal review) × 2 (content review) factorial laboratory experiments was conducted with 241 participants. There are four main results. (1) The online reputation mechanisms positively affects consumers' perceived of trustworthiness and expertise; (2) the more trustworthiness and expertise lead to higher purchase intention. Besides, one's disposition to trust and product involvement play moderating roles. (3) Under a low disposition to trust condition, the high content review leads to the same level of trustworthy; (4) under a high personal review condition, low product involvement more perceived of expertise than high product involvement did.