高涉入消費者對線上極端分數評分之資訊處理與判斷

Abstract

在購買決策過程中，消費者經常將網路評分作為重要的參考來源。隨著線上評分的重要性提升，企業越來越重視其對品牌形象的影響，甚至出現操控評分的現象。消費者逐漸察覺到「促銷評論」的存在，即企業為了獲得正面評價而給予評論者回饋或禮物，這種行為扭曲了市場競爭，影響了消費者對評分的信任。本研究觀察到，消費者對極端評分持有負面態度，且對不同程度的評分有不同的態度和信心。因此，本研究透過實驗設計，以極端評分為自變數，消費態度與態度信心為依變數，探討消費者對線上評分的資訊處理與判斷過程，並研究「商家類別熟悉度」、「評論數量」與「可信評論內容」的調節作用，以深入理解現代消費者對線上評分的態度。

In the purchasing decision-making process, consumers often use online ratings as an important reference source. As the significance of online ratings increases, businesses are placing more emphasis on their impact on brand image, leading to instances of rating manipulation. Consumers are becoming aware of the presence of"promotional reviews," where businesses offer incentives or gifts to reviewers in exchange for positive feedback. This behavior distorts market competition and undermines consumer trust in ratings. This study observes that consumers hold negative attitudes towards extreme ratings and exhibit varying levels of confidence and attitudes towards different rating levels. Therefore, this research employs an experimental design, using extreme ratings as the independent variable and consumer attitudes and attitude confidence as dependent variables, to explore the information processing and judgment process of consumers regarding online ratings. Additionally, it examines the moderating effects of"familiarity with the business category," "number of reviews," and "credible review content" to gain a deeper understanding of modern consumers' attitudes towards online ratings.