正負面網路口碑對購買意願之影響：探討產品特性與產品涉入之調節效果

The Impact of The Positive and Negative E-WOM on Consumers’ Purchase Intention: The Moderation Effect of the Product Type and Product Involvement

本研究以網路口碑作為研究核心，探討正面口碑與負面口碑對網路消費者購買意願之影響。由於在網路消費者傳播口碑的過程中，可能受到產品特性與產品涉入之影響，因此，本研究將消費者欲購買的產品特性與產品涉入視為調節變項，探討此兩項因素對口碑影響購買意願的之歷程的調節效果。本研究為三因子實驗設計，變項包含2（口碑正負面性：正面／負面）× 2 （產品特性：享樂性／實用性） × 2 （產品涉入：高涉入／低涉入）。研究結果顯示，在正面口碑的情境中，產品特性與涉入程度對購買意願之影響，沒有交互作用。此外，產品特性為口碑影響購買意願之調節變項，不論正面口碑或負面口碑對實用性產品購買意願的影響，均比對享樂性產品之效果更強烈。

This paper focused on e-WOM (word of mouth online) and investigated the effects of positive and negative e-WOMs on the purchase intension. The process of consumer’s e-WOM communication may be influenced by product type and product involvement. Thus, this paper also considered these two factors’ moderation effects. This study adopted a three-factor experiment design: 2 (product type: hedonic/utilitarian) ×2 (positive and negative e-WOM: positive/negative) ×2 (product involvement: high/low). The results showed that in the process of communicating positive e-WOM, there is no interaction effect between product type and product involvement on the purchasing intention. Moreover, the product type would moderate consumers’ acceptance of positive and negative e-WOM.