平台品質、網站知名度與網路口碑對品牌評價之影響－－以網路團購為例

The Effects of Platform Quality, Website Awareness, and Electronic Word-of-Mouth on Brand Evaluation －A Case of Online Group-Buying

隨著網際網路的發展，消費者的購物習慣逐漸轉換到網路購物，而網路團購是近年來流行的購物方式。本研究檢測消費者在網路團購時，網站平台品質、網站知名度與網路口碑對品牌評價之影響力，經由606個消費者進行驗證得知平台品質與網路口碑對品牌評價有顯著正向影響，其次平台品質會透過網路口碑影響品牌評價。此外，網站知名度會干擾平台品質對品牌評價的影響效果。研究顯示在網路團購中透過平台品質的提昇、網站知名度與網路口碑的建立，以引導品牌評價有其必要性。本研究試圖發掘在網路團購中品牌評價之影響因素，以提供實務上之建議。

With the development of the internet, the shopping habits of consumers converted to online shopping, and online group-buying becomes a popular way to shop in recent year. The research studies the influence of website platform quality, website awareness, and electronic word-of-mouth on brand evaluation when consumers join online group-buying. This study investigates 606 consumers to test our model. The results indicate that platform quality and electronic word-of-mouth have a significantly positive effect on brand evaluation, and platform quality affect brand evaluation via electronic word-of-mouth. Besides, website awareness has moderating effect on the relationship between platform quality and brand evaluation. The study shows that it’s necessary to enhance platform quality, and build website awareness and electronic word-of-mouth to bring brand evaluation in online group-buying. This study attempts to find out the influence factors on brand evaluation in online group-buying to provide some practical suggestions to make effective strategies.