網路口碑如何影響消費者購買意願之研究-以Diptyque品牌香水為例

Abstract

隨著網際網路的快速發展及消費者對於香水的日益重視，越來越多曾經使用香水產品的消費者會在網路上分享使用者評價，這些口碑資訊打破了時間及空間的限制，幫助搜尋香水產品的消費者更容易獲取或交換相關的產品與品牌資訊，成為網絡上具有影響力的訊息來源之一。這些網路口碑都可能影響消費者對於香水品牌及產品的想法，成為最終購買的因素。年輕的消費者越來越重視個性化和獨特性，透過使用香水或是香氛產品作為個人的符號，因此更願意尋找不同於主流專櫃的香水產品，選擇小眾的沙龍香水品牌，讓使用者散發出與眾不同的氣質，而 Diptyque 正好符合趨勢，其獨特的香氛組合吸引了一群追求獨特香味體驗的消費者。過去的文獻當中較少探討到網路口碑對於小眾的沙龍香水的網路口碑與其消費者購買意願之關聯性，以及考量到消費者產品涉入為調節，與網路口碑的來源可信度、訊息數量、訊息品質的作用下是否會影響消費者的購買意願。因此本研究以網路口碑融入香水背景,針對Diptyque香水的網路口碑以及消費者產品涉入的影響下對於購買意願有何影響。本研究以曾經參考過網路評價而購買香水的台灣消費者為抽樣對象，透過問卷調查法收集相關受資訊，並以SPSS統計軟體作為資料分析工具，對本研究之研究架構與假說進行分析與驗證。研究結果顯示: (1) 來源可信度、訊息品質對於對購買意願具有正向影響 (2) 產品涉入程度的產品愉悅性在來源可信度與購買意願之間，以及在訊息數量與購買意願之間，均具有顯著的調節效果 (3) 產品涉入程度的誤購風險性在訊息數量與購買意願之間具有顯著的調節效果。

With the rapid development of the Internet and consumers' increasing interest in perfumes, more and more individuals who have used perfume products are sharing their reviews online. This word-of-mouth information transcends the limitations of time and space, making it easier for perfume consumers to obtain and exchange relevant product and brand information. As a result, it has become one of the most influential information sources on the Internet. These online reviews can shape consumers' perceptions of perfume brands and products, ultimately influencing their purchase decisions. Young consumers, in particular, are increasingly drawn to personalization and uniqueness, often using perfumes as personal symbols. They are more inclined to seek out products that deviate from mainstream offerings, opting for niche salon perfume brands that exude distinctive characteristics. Diptyque, with its unique perfume combinations, caters to this trend and attracts consumers who seek a unique olfactory experience.Despite the growing interest in niche salon perfumes, there is a paucity of research exploring the correlation between electronic word-of-mouth for these perfumes and consumer purchase intention. Additionally, there is limited discussion on how consumer product involvement may act as a moderator in this relationship, specifically regarding the source credibility, information quantity, and information quality of online reviews. This study aims to fill this gap by investigating the influence of electronic word-of-mouth on the purchase intention of Diptyque perfumes, with consumer product involvement as a moderating variable.This study focuses on Taiwanese consumers who have purchased perfumes based on online reviews. SPSS statistical software is employed to analyze the data and test the research framework and hypotheses. The findings reveal that: (1) Source credibility and information quality positively influence purchase intention; (2) The product pleasure aspect of product involvement significantly moderates the relationship between source credibility and purchase intention, as well as between information quantity and purchase intention.; (3) The risk importance aspect of product involvement significantly moderates the relationship between information quantity and purchase intention.