網路口碑對訂房意願的影響及其干擾效果之探討

A Study on the Effect of the Electronic Word-of-Mouth on Consumer's Reservation Intentions and Some Moderating Effects

本研究探討網路口碑對訂房意願的影響，同時加入品牌知名度、不確定性規避與品牌忠誠度等干擾變數作探討。目的在瞭解上述三種情況下，網路口碑對訂房意願的影響是否會有所差異。此外，在網路口碑的操弄上分為正向、中立、與負向三個水準來探討。本研究採3×2的實驗設計，並以網路問卷找有線上訂房經驗且有看網路評價經驗之消費者作為研究對象。研究結果顯示：網路口碑對訂房意願有正向影響、不確定性規避、品牌忠誠度與品牌知名度對網路口碑皆具有明顯的干擾效果。

This study discusses the influence of electronic word-of-mouth on reservation intentions. Also, we simultaneously examine the moderating roles of brand awareness, uncertainty avoidance and brand loyalty. This research attempts to examine whether the influence of electronic word-of-mouth on reservation intentions is moderated by above three variables. In addition, electronic word-of-mouth is classified into three categories: positive, neutral, and negative electronic word-of-mouth. This study conducted a 3×2 experiment design, and used on-line questionnaires to target participants that had ever made reservations on-line and used the web to search for hotel ratings. The results show that electronic word-of-mouth has a significant impact on reservation intentions. Uncertainty avoidance, brand awareness and brand loyalty moderate the effects of the electronic word-of-mouth on reservation intentions.