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한국마케팅과학회 Journal of Global Scholars of Marketing Science(마케팅과학연구) Journal of Global Scholars of Marketing Science(마케팅과학연구) 제20권 제4호
발행연도
2010.1
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280 - 292 (13page)

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Prior to purchasing a new product, consumers search external information about the product to make a well-informed purchase decision and decrease the potential risk involved in buying products. Due to the popularity of Internet, e-WOM has already become an important information source for many consumers. The current study proposed the idea that the distribution and quantity of electronic word-of-mouth would be related to consumers’ purchase intentions. In addition, consumers’ personality trait of tolerance of ambiguity and involvement would also be related to purchase intention. Tolerance of ambiguity and personal involvement were as mediators for the influence of e-WOM on purchase intentions. This article conducted three studies in order to investigate the persuasion effects of e-WOM. A restaurant was selected as the target of e-WOM in all the three studies. Authors created a simulated online community for a gourmet restaurant in order to manipulate the experimental variables for the three studies. Study 1 examined the impact of consumers’ characteristics of tolerance of ambiguity and involvement on the persuasion effects of e-WOM. This article recruited 122 voluntary participants in an online community. After deleting redundant responses and responses with missing data, a remaining 83 completed responses were accepted for data analysis. Study 1 adopted Partial Least Squares (PLS) to test the influence of involvement and ambiguity tolerance on purchase intention. The explanatory power of the construct was 19.4% for purchase intention and the path linkages from consumers’ tolerance of ambiguity and involvement to purchase intention were all significant. This study results displayed that a positive relationship between involvement and purchase intention and a negative relationship between ambiguity tolerance and purchase intention. Study 2 utilized a three factorial design to test the relationship between the quantity of e-WOM and purchase intention. Three web pages containing one, five, or fifteen customer reviews were created as experimental scenarios. Study 2 recruited 150 participants in total. After deleting redundant responses and responses with missing data, the remaining 98 completed responses were accepted for data analysis. An ANOVA analysis revealed significant differences in consumers’ purchase intention among three groups of e-WOM quantity (F(2,95)=3.55, p<.05). The e-WOMs with five and 15 customer reviews influenced respondents to visit the restaurant, while the e-WOM with one customer review did not. Study 2 also used a t-test analysis to examine the differences in purchase intention between groups of one and 15 customer reviews. The results revealed that high involvement consumers reported higher purchase intentions in the 15 customer review group than in the one customer review (t=2.35, p<.05). Study 3 utilized a three factorial design to test the influence of distribution of e-WOMs on purchase intention. It included three e-WOM rating score distributions: J-shape, U-shape, and inverted U-shape (normal distribution). Study 3 recruited a total of 329 participants. After deleting redundant responses and responses with missing data, the remaining 215 completed responses were accepted for data analysis. ANOVA analysis showed a significant difference in purchase intentions among groups with different e-WOM rating score distributions (F(2, 212)=3.59, p<.05). Participants reported higher intention to dine at the restaurant when the rating score distribution was J-shape. The ANOVA results also found that the impact of e-WOM distribution on persuasion effect existed only in the high involvement group. For high involvement consumers, J-shape e-WOMs increase consumers purchase intention compared to other distributions. Base on the analyses of the three empirical studies, this article revealed that e-WOMs were more persuasive for individuals with high involvement and low ambiguity tolerance. Low ambiguity tolerance individuals reported a greater desire to reduce their uncomfortable feelings of uncertainty. Additionally, e-WOMs can provide useful product information and help to reduce feelings of uncertainty in the purchase decision process. When compared to high ambiguity tolerance individuals, low ambiguity tolerance individuals were more easily persuaded by e-WOMs in decreasing their uncertain feelings and increasing their purchase intention. In addition, the persuasion effects of e-WOMs was superior for high involvement individuals when compared to low involvement ones; high involvement individuals cared more about the products than low involvement ones. When viewing the e-WOMs, high involvement individuals carefully read the e-WOMs, which is essential to persuasion effects. This study also revealed that the quantity of e-WOM was positively related to purchase intentions. Large amounts of e-WOM could enhance individuals’ purchase intentions since a sufficient amount of information is a requirement for purchase decisions. Analysis of the moderate effects of involvement revealed that the relationship between e-WOM quantity and purchase intention was significant in high involvement individuals. Finally, e-WOMs with fewer negative rating scores were more persuasive since negative e-WOMs may have reduced consumers’ purchase intention. In other words, people prefer products with a lower percentage of negative product reviews. These results were useful for both academics and practice to better understand the influence factors for persuasion effect of e-WOM.

在购买新产品之前，消费者搜寻有关产品的外部讯息，作出充分熟悉的购买决策，并减少购买产品的潜在风险。由于网路的普及，对于许多消费者来说，电子口碑已成为重要的讯息来源。本研究提出电子口碑的分布和数量与消费者的购买意愿有关的想法。此外，消费者的人格特质中的模糊耐受度与涉入也与购买意愿有关。模糊耐受度和个人的涉入干扰电子口碑对于购买意图的影响。本文进行了三项研究，以探讨电子口碑的说服效果。在所有三项研究中，餐厅被选定为电子口碑的指标。作者建立一个模拟的美食餐厅线上社群，以操弄三项研究中的实验变数。研究一调查消费者特质中的模糊耐受度和涉入对于电子口碑说服效果的影响。在线上社群上，招募122位自愿者。在删除有缺失的数据之后，剩下83位进行资料分析。研究一采用PLS来测试涉入和模糊耐受度对于购买意愿的影响。购买意愿有19.4％的解释力，且消费者的模糊耐受度和涉入与购买意愿之间的路径有显著影响。这项研究的结果显示涉入和购买意愿之间的关系有正向关系，模糊耐受度和购买意愿之间有负向关系。研究二使用三因子设计，测试电子口碑的数量和购买意愿之间的关系。网页包含一个、五个或十五个为实验情境所建立的消费者评论。研究二总共招募150位参加者。在删除有缺失的数据之后，其余98位进行资料分析。ANOVA分析发现三组电子口碑数量对于消费者的购买意愿有显著差异(F(2,95)=3.55, p<.05)。五个和十五个消费者评论影响受访者去餐厅用餐的意愿，而一个消费者评论则没有。研究二也采用了t-test分析，调查一个与十五个评论不同群体之间对于购买意愿的影响。结果显示高涉入的消费者在十五个消费者评论的情境中比一个消费者评论的情境中有较高的购买意愿(t=2.35; p<.05)。研究三使用三因子设计，测试电子口碑的分布对于购买意愿的影响。它包括三种电子口碑评价分数的分布：J型、U型与倒U型（常态分布）。研究三共招募了329位参与者。在删除缺少的数据之后，余下的215位受访者进行资料分析。 ANOVA分析发现三组电子口碑分布对于消费者的购买意愿有显著差异(F(2, 212)=3.59, p<.05)。当评分分数分布为J型时，参与者有更高的意愿在餐厅用餐。ANOVA结果还发现，电子口碑分布说服效果的影响只存在于高涉入群。对于高涉入的消费者而言，J型电子口碑与其他不同形状分布相比，它会增加消费者的购买意愿。根据三个实证研究的分析，本文发现电子口碑对于高涉入与低模糊耐受度的人更有说服力。低模糊耐受度的人想要减少不确定性的不舒服感觉。此外，电子口碑可以提供有用的产品资讯，并有助于减少购买决策过程中的不确定性。当与高模糊耐受度的人相比，低模糊耐受度的人更容易透过电子口碑被说服，以降低其不确定感，增加其购买意愿。此外，电子口碑说服效果，在高涉入个体优于低涉入个体；高涉入的人比低涉入的人关心产品。当查看电子口碑时，高涉入的人会仔细阅读电子口碑，这是必要的说服效果。这项研究还发现数量电子口碑购买意与愿呈正相关。大量的电子口碑可以提高个人的购买意愿，因为足够的资讯是购买决策的需求。分析涉入的干扰效果表明电子口碑数量和购买意愿在高涉入群中有显著性。最后，电子口碑拥有更少负面评价分数会更有说服力，因为负面电子口碑有可能降低消费者的购买意愿。换言之，人们更喜欢负面商品评论百分比较低的产品。而以上结果是有益于学者和实践者更深入了解电子口碑说服效果的影响因素。
#Quantity #Distribution #Tolerance of ambiguity #Involvement #e-WOM

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참고문헌 (25)

참고문헌 신청
Assael, H. / 1987 / Consumer Behavior and Marketing Action / Kent Publishing Company google schola Blake, B.F. / 1973 / The Effect of Intolerance of Ambiguity Upon Product Perceptions / Journal of Applied Psychology 58 : 239 ~ 243 google schola Budner, S. / 1962 / Intolerance of ambiguity as a personality variable / Journal of Personality 30 (1) : 29 ~ 50 google schola Buttle, F.A. / 1998 / Word of mouth: Understanding and managing referral marketing / Journal of Strategic Marketing 6 (3) : 241 ~ 254 google schola Chatterjee, P. / 2001 / Online reviews: Do consumers use them? / Advances in Consumer Research 28 (1) : 129 ~ 133 google schola

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