在網際網路發達的世代，線上消費是當今相當普及的消費行為，新興購物網站之興起促使消費者越來越喜歡在網路分享與評價產品，且消費者易於網路上搜尋到產品相關資訊及評價。因此，本研究欲探討網路口碑、從眾行為、消費者涉入、內外控人格特質及流行焦慮之間是否相互影響。本研究採用線上問卷的方式，以曾在新興購物網站之線上消費者為抽樣來源，經刪除無效問卷後共265位的有效樣本。分析結果顯示：一、具有流行焦慮特性之消費者較在乎他人、受外在影響，故內外控人格特質對流行焦慮有正向顯著影響。二、外控人格特質之消費者較相信他人或外在環境，因此較容易產生從眾行為，故內外控人格特質對消費者的從眾行為有正向顯著影響。三、因外控人格特質之特性，故內外控人格特質對網路口碑有正向顯著影響。四、消費者之涉入程度會因不同的人格特質而產生高低差，因此內外控人格特質對消費者涉入程度有正向顯著影響。五、流行焦慮消費者之特性易追隨他人，因此流行焦慮對從眾行為有正向顯著影響。六、消費者的從眾行為及網路口碑之交互作用的結果發現，從眾行為與網路口碑會交互影響。七、消費者的從眾行為和涉入程度之交互作用的結果發現，從眾行為與消費者涉入有正向顯著影響。八、相較於消費者之涉入程度較高者，涉入程度較低之消費者較信賴網路口碑，因此消費者涉入對網路口碑有正向顯著影響。本研究亦在最後針對研究結果提出實務管理之相關建議，以提供相關企業在網路行銷實務操作之參考，以及提供未來研究方向供後續研究人員參考。
Online shopping is a very common consumption behavior in the Information Age. Apart from attracting increasing consumers to share and review products on the internet, the rise of emerging shopping websites enables consumers to search for product-related information and reviews over the internet. This study aims to investigate the mutual effects of online word of mouth, herd behavior, consumer involvement, locus of control, and fashion anxiety by means of online survey on samples selected from consumers that have purchased from emerging shopping websites. After eliminating invalid responses, there are 266 valid responses. This study found that: 1. as consumers with external locus of control tend to trust others or the external environment to give rise to herd behavior more easily, the effect of locus of control on the herd behavior of consumers is positive and significant; 2. the mutual effects between the herd behavior and the degree of involvement of consumers are positive and significant; 3. the effect of locus of control on online word of mouth is positive and significant due to the external locus of control; 4. the degree of involvement varies in correspondence with the level of the locus of control, suggesting that the effect of external locus of control on consumer involvement is positive and significant; 5. the herd behavior of consumers and the online word of mouth affect each other mutually; 6. compared to consumers with a higher degree of involvement, as consumers with a lower degree of involvement tends to trust online word mouth more, the effect of consumer involvement on online word of mouth is positive and significant; 7. as consumers with fashion anxiety care more about the comments of other people and are affected by external influences more easily, the effect of internal locus of control on fashion anxiety is positive and significant; and 8. as consumers with fashion anxiety are easily influenced by others, the effect of fashion anxiety and herd behavior is positive and significant. This study also made practical recommendations for management based on the findings for the reference of internet marketing for related enterprises and directions for future studies.
