線上評論之消費者反饋機制的影響：以線上評論有用性及線上評論能見度為基礎之研究

A Study of the Impact of Consumer Feedback Mechanism for Online Reviews: The Role of Online Review Helpfulness and Online Review Visibility

陶蓓麗(Pui-Lai To)；廖則竣(Chechen Liao)；吳俐瑩(Li-Ying Wu)

線上評論 ； 線上評論反饋機制 ； 線上評論有用性 ； 線上評論能見度 ； 產品涉入 ； Online reviews ； Consumer feedback mechanism ； Online review helpfulness ； Online review visibility ； Product involvement

資訊管理學報

30卷2期（2023 / 04 / 30）

193 - 220

繁體中文;英文

線上評論已成為網路購物的重要資訊來源，一些知名電商平台提供線上評論反饋機制以幫助消費者從中提取有用的資訊以做出購買決定，但卻幾乎沒有研究探討線上評論反饋機制是否會給消費者帶來什麼實質性幫助，因此，本研究透過消費者賦權的視角，探討線上評論反饋機制對消費者購物的影響。同時本研究也探討線上評論有用性和產品涉入對消費者購物的影響。本研究以實驗法收集資料，研究對象為有網購經驗的大學生與研究生為主。通過資料分析，結果顯示無論以何種方式呈現線上評論能見度，線上評論有用性對決策品質皆有影響，而只有把有用的線上評論給予較高的能見度，才能減輕消費者購買過程的多種認知負擔，此外，當產品涉入高時，線上評論有用性對於提高決策品質和減輕資訊過載尤為重要。本研究發現藉由線上評論反饋機制可以降低消費者購物過程的干擾，而電商平台在管理評論的反饋機制時，應重視有用性資訊的呈現方式。本研究可為未來探討線上評論反饋機制的研究奠定基礎，也能為那些希望為其線上購物網站創造成功和繁榮的人提供指引。

Online reviews have become increasingly important for consumer shopping. However, little research has focused on the phenomenon of consumer feedback mechanisms for online reviews. Using the theoretical lens of consumer empowerment, this study examines the impact of a consumer feedback mechanism for online reviews on consumer purchase behavior. This study was conducted by an experimental method. The results of this study found that the consumer feedback mechanism for online reviews has an impact on purchase behavior. Online review helpfulness has an impact on decision quality regardless of the types of online review visibility. Also, providing high-level visibility for online review helpfulness could lessen the burden of the consumer buying process. The consumer feedback mechanism is important to improve decision quality and lessen information overload when the level of product involvement is high. This study found that providing the online review feedback mechanism can reduce the feeling of annoyance during consumer shopping. The study will definitely serve as a basis for the future growth of the consumer feedback mechanism for online reviews.

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