網路口碑影響力與購買意圖關係之研究 －以品牌依附為調節變數

Abstract

本研究探討在化妝品、手機、餐廳三個產品類別中，網路口碑影響力對購買意圖的影響，並以品牌依附與其兩個子構面：品牌－自我連結及品牌顯著性做為調節變數，討論其調節作用。抽樣調查結果發現，在三種產品類別的情況下，網路口碑影響力對購買意圖的影響皆成立；而品牌依附對網路口碑影響力與購買意圖關係的調節作用在化妝品產品類別下成立，在手機及餐廳產品類別兩種情況下不成立；品牌－自我連結對網路口碑影響力與購買意圖關係的調節作用在三種產品類別情況下皆不成立；品牌顯著性在化妝品、手機產品類別兩種情況下成立，但在餐廳產品類別下不成立。因此，品牌顯著性比品牌依附及品牌－自我連結更適合做為一調節變數。故在學術及實務上，除了網路口碑影響力與購買意圖的關係，在未來我們更可以設法應用品牌依附、品牌－自我連結及品牌顯著性的調節效果來加強這段關係，以期增強消費者的購買意願。

This study discusses the positive relationship between eWOM influence and purchase intension and the moderating effect of brand attachment, brand-self connection and brand prominence on the positive relationship in cosmetics, mobile phone and restaurant these three product categories. Upon results from the study, the positive relationship between eWOM influence and purchase intension exists in these three product categories; the moderating effect of brand attachment exists in cosmetics product category only; the moderating effect of brand-self connection exists in cosmetics product category also; the moderating effect of brand prominence exists in cosmetics and mobile phone these two product categories. Therefore, we learn that brand prominence is a better moderator comparing with brand attachment and brand-self connection. In the future, we should consider how to apply the moderating power of brand attachment, brand-self connection and brand prominence in the relationship of eWOM influence and purchase intension for increasing consumers’ purchase intension, both in scholarship and empirical practice.