網路團購市售包裝食品之網路口碑對從眾行為之影響

Influence of electronic word-of-mouth onconformity with online group-buying of packagedfoods

本研究旨在探討消費者在網路團購包裝食品時受到網路口碑、從眾行為影響之現況，網路口碑與從眾行為之關聯性，與網路口碑對從眾行為之預測力。採用立意抽樣與滾雪球抽樣方式進行網路問卷調查，以年齡20歲以上有網路團購經驗者之族群做為母群體，此族群可支配所得較多，也較有自主能力。總計回收513份有效網路問卷。所得資料進行描述性統計、t檢定、單因子變異數分析、皮爾森積差相關、簡單迴歸分析等。研究顯示：網路團購消費者女性佔71%、40-49歲佔36%、大學／專科佔61%、平均月收入以30,001〜60,000元佔50%為多數。女性受網路口碑影響較男性高，尤其在網站資訊評論因素方面以20-39歲高於50歲以上，大學／專科高於研究所者。從眾行為也以女性高於男性。網路口碑與從眾行為呈顯著正相關。網路口碑整體構面對從眾行為整體構面有預測力。建議團購網站經營者應重視網路口碑，避免因為負評過多而影響銷售；消費者應衡量自己的消費能力與需求，避免盲目採購。

The purpose of this study is to investigate the impact of electronicword-of-mouth(eWOM) andconformityon consumer online group-buying behavior for packaged foods, the relationship between eWOMand conformity, andthe predictive power of eWOM to conformity. By using a combination method of purposiveand snowball sampling, an internet questionnairewas distributed to consumers who are 20years oldand olderwith online group-buying experience, as this group of people havemore disposable income and independent ability. Totally, 513 valid online questionnaires were collected. The resulting data were analyzed by using descriptive statistics, t-test, one-way analysis of variance, Pearson product-moment correlation, and simple regression analysis. Findings were summarized as follows: online group-buying participants are more likely to be female (71%), ages between 40-49 years old (36%), with university/collegedegree (61%), and withaverage monthly income between NT$30,001~60,000 (50%). Female weremore likely to be affected by eWOM than male. Asfor the influence of website comment, age group between 20-39 years old were more likely to be affected than those above 50 years old, while those with university/college degree were more easily to be affected thanthose of graduate degree. As for conformity, female was also significantlyhigher than male. A significant positive correlation was found between eWOM and conformity. The eWOM significantly predicted conformity. We suggest that online group-buying website administraters should pay attention to eWOM in order to avoid excessive negative evaluations that may decrease sales. Consumers should carefully weigh theirconsumingdemands against consumption power to avoidblind procurement.