分數重要還是人氣重要？自我建構對消費者觀看餐廳評論線索之影響

What’s More Important: Reviews Volume or Rating? The Effect of Self-Construals on Consumers' Viewing of Restaurant Review Cues

消費者於消費前透過網站查詢評論已是日常慣例。實務上，常見評分高但評論人數少，亦或評論人數很多，但分數卻稍低的情況。評價分數反映餐廳品質、評量則反映餐廳的熱門程度，兩者隱含不同的訊息。根據線索診斷性框架，本研究認為不同自我建構的消費者會偏好不同類型的評論資訊。實驗一收集69份問卷，證實獨立我之自我建構消費者更重視評價分數；反之，相依我之自我建構消費者則更偏好以評論人數來做為決策依據。實驗二則加入產品類型的操弄，共計343份問卷。結果證實對體驗型產品(飯店下午茶)而言，上述假說再次獲得證實；但若為耐久性產品時，則所有消費者都偏好以評量做為判斷標準。在餐飲決策中，評量比評價更具診斷性，但消費者自我建構不同，其偏好之線索也有所不同。最後，本文於文末提出管理與實務意涵，以供學術與實務上參考。

It has become a daily practice for consumers to check reviews on websites before making a purchase. In practice, it's common to have a high score but few comments, or a large number of comments but a slightly lower score. The evaluation score reflects the quality of the restaurant, and the evaluation reflects the popularity of the restaurant, and the two imply different messages. Based on the cue diagnosticity framework, this study suggests that consumers with different self-construals will prefer different types of review information. In the first experiment, 69 questionnaires were collected, which confirmed that independent self-construal consumers paid more attention to evaluation scores; on the contrary, dependent self-construal consumers preferred the number of comments as the basis for decision-making. The second experiment added manipulation of product types, with a total of 343 questionnaires. The results confirmed that the above hypothesis was confirmed again for experiential products (afternoon tea in restaurants); but, for durable products, all consumers preferred to use evaluation as the judgment standard. In the food and beverage decision-making, assessment is more diagnostic than evaluation, but consumers' self-construals have different clues to their preferences. Finally, the management and practical implications are presented at the end of this paper for academic and practical reference.