消費者的網路口碑選擇行為之研究
A Study of Choice Electronic-Word-of-Mouth Behavior of Consumer

陳慧珊 / 黃汝華

本研究以ELM 模式為基礎理論，欲探討不同的產品屬性下，主觀產品知識和認知需求程度不同的消費者，挑選觀看的口碑類型是否有所不同。研究以網路問卷進行調查，共收集761 份有效問卷，結果發現：（一）「主觀產品知識」僅影響搜尋性產品的口碑觀看類型。（二）不論是搜尋性或經驗性產品，「認知需求」此變項對消費者選擇觀看的口碑類型並沒有顯著影響。

This research based on ELM model, attempts to discuss consumer’s different levels of
subjective product knowledge and need of cognition under different product
attribution whether influence their choice Electronic-Word-of-Mouth behavior. This study has used an online questionnaire and the total valid sample data was 761. The analyses result show that (1) subjective product knowledge only influence consumer ’s choice Electronic-Word-of-Mouth behavior when the product is search good. (2) No atter search or experience good, need of cognition will not influence the choice of Electronic-Word-of-Mouth behavior.

ELM、網路口碑、產品屬性、主觀產品知識、認知需求

Electronic-Word-of-Mouth, product attribute, subjective product knowledge, need of cognition

2010.07.04

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消費者的網路口碑選擇行為之研究.pdf