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

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。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.