你是神助攻，還是豬隊友？消費者線上評論對有用性與購買意願之影響

CCUR > College of Business > Master of Science in marketing > Thesis > Item 987654321/51841

Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/51841

Title:	你是神助攻，還是豬隊友？消費者線上評論對有用性與購買意願之影響 Are You a God Assist or a Pig Teammate? The Impact of Consumer Online Reviews on Usefulness and Purchase Intention
Authors:	羅姿旻
Contributors:	行銷碩士學位學程碩士班
Keywords:	線上評論資訊品質評論長度評論有用性購買意願 online reviews information quality review length review usefulness purchase intention
Date:	2022
Issue Date:	2023-03-24 10:40:22 (UTC+8)
Abstract:	由於「嚴重特殊傳染性肺炎(COVID-19)」的大流行加速了電子商務的蓬勃發展，然而，線上購物因無法實際接觸商品，提高了產品的不確定性，而線上評論為消費者提供了產品線索以減少不確定性。然而，線上評論並不是相同的，何種評論才是對消費者有用的呢？何種評論才有助於消費者做出購買決定呢？此種評論具有那些特性呢？這是線上購物的管理者迫切需要知道的課題之一。因此，本研究試圖通過探討線上評論的兩個方面來確定影響評論有用性與購買意願的因素：(1)資訊品質，本研究基於三個構面對資訊品質進行衡量，客觀性、可讀性與相關性；以及(2)評論長度，本研究以長評論113個字，短評論18個字進行探討。研究結果表明，評論的資訊品質會對評論有用性產生正向影響，並且，會透過評論有用性顯著影響購買意願，然而，評論長度對評論有用性與購買意願皆不具有顯著影響。這些發現的意涵有助於線上購物的管理者更有效的管理線上評論。 As the "COVID-19" pandemic has accelerated the flourish of e-commerce. However, online shopping has increased the uncertainty of products due to the inability to actually touch the products. Online reviews provide consumers with product clues to reduce uncertainty. However, online reviews are not the same. What kind of reviews are useful to consumers? This is one of the issues that online shopping managers urgently to know. Therefore, this research attempts to determine the factors that affect the usefulness of reviews and purchase intentions by exploring two aspects of online reviews: (1) Information quality, this research is based on three aspects to measure information quality, objectivity, readability and relevance; and (2) the length of the reviews. This study uses 113 words for long reviews and 18 words for short reviews. The research results show that the information quality of reviews will have a positive impact on the usefulness of reviews, and will significantly affect purchase in-tentions through the usefulness of reviews. However, the length of reviews does not have a significant impact on the usefulness of reviews and purchase intentions. The implications of these findings will help online shopping managers manage online re-views more effectively.
Appears in Collections:	[Master of Science in marketing ] Thesis

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