正負面網路口碑對目的性與衝動性購買意願之行為研究

The Study of Positive and Negative Electronic Word-of-Mouth on Goal-Directed and Impulsive Buying Behavior

本研究探討消費者在使用網際網路搜尋產品資訊的過程中，面對網路口碑訊息所知覺的「論點品質」、商品評價網站所知覺的「認知有用性」，以及與口碑訊息傳播者之間的「聯繫強度」、「經驗相似性」對於正、負面網路口碑的可信度之影響，此外；再進一步探討訊息接收者對於正、負面網路口碑的可信度於目的性、衝動性網路和實體購買行為的影響。本研究於mySurvey網站進行網路問卷調查，有效回收問卷共285份，並以結構方程式進行分析。研究結果發現：（1）論點品質與認知有用性對於正面與負面網路口碑的可信度具有正向影響；（2）聯繫強度與經驗相似性對於正面網路口碑的可信度有正向的關係；（3）正面網路口碑的可信度對於目的性網路與實體購物以及衝動性網路與實體購物皆具有正向的影響；（4）負面網路口碑的可信度對於目的性網路與實體購物以及衝動性網路購物有負向的影響效果。針對上述結果，本研究提出管理意涵與建議供實務界與後續研究者參考。

The influences of perceived review quality, perceived usefulness of product reviews, tie strength and experience similarity between posters and receivers on credibility of positive and negative electronic word-of-mouth (e-WOM) are interesting and crucial in assessing online shopping behaviors. Hence, this study focuses on assessing whether credibility of positive and negative e-WOM has distinct effects on goal-directed and impulsive online and physical buying behavior. This research adopts online questionnaire to collect data, and uses the structural equation modeling (SEM) to examine the research model. Our empirical results identify that: (1) review quality and perceived usefulness positively affect credibility of positive and negative e-WOM; (2) tie strength and experience similarity positively affect credibility of positive e-WOM; (3) credibility of positive e-WOM positively affects goal-directed online and physical buying, and impulsive online and physical buying; (4) credibility of negative e-WOM negatively affects goal-directed online and physical buying ,and impulsive online buying. This study also addresses the implications for academics and practitioners.