乳清蛋白粉電子口碑、產品表述與自我一致性對消費者購買意願之影響

Effect of Product Description Framing, Electronic Word-of-Mouth, and Self-Congruity on Consumer Purchase Intention: An Example of a Sports Supplement Protein Product

10.6547/tassm.202212_22(2).0004

吳兆紅(Zhao-Hong Wu)；周漪紋(Yi-Wen Zhou)；林彥光(Yen-Kuang Lin)；陳文英(Wen-Ing Chen)

啟動效應理論 ； 自我一致性 ； 電子口碑 ； 產品表述 ； 購買意願 ； priming effect theory ； self-congruity ； electronic word-of-mouth (E-WOM) ； product description ； purchase intention

臺灣體育運動管理學報

22卷2期（2022 / 12 / 01）

225 - 249

繁體中文

目的：探討不同電子口碑和不同產品表述及自我一致性對消費者購買乳清蛋白粉意願之影響。方法：本研究以準實驗設計法和便利取樣，募集270名年滿20歲的健身房運動參與者進行調查，並將其分配於9個實驗組中（每組30名），包含產品表述（正面、負面與控制組）與電子口碑（正面、負面與控制組）。本研究依據實驗設計，採用對應的問題形式，以網路問卷請受試者填答，並將所蒐集之資料以描述性統計及二因子共變數分析對受試者之購買意願進行比較以探討影響其購買意願之因子。結果：負面電子口碑的情況下正面產品表述在購買意願上優於控制組；實際自我一致性高的消費者無論電子口碑是正面還是負面，在購買意願上都顯著高於實際自我一致性低的消費者；理想自我一致性高的消費者在購買意願上顯著高於理想自我一致性低的消費者並且不會受到正負電子口碑的影響。結論：在負面電子口碑形成後，商家應採用正面的產品表述，以增加消費者購買意願；另外，需要提升產品和消費者的共鳴，先建立消費者畫像（人物誌），再根據其特徵建立行銷策略，使消費者將產品和自身產生連結，導致高度理想或實際自我一致性，從而產生高度購買意願。

Purpose: This study investigates the effect of electronic word-of-mouth (E-WOM), product descriptions, and self-congruity on consumer purchase intention in the case of a sports protein powder. Method: Convenience sampling is used to recruit 270 gym participants over 20 years old in a quasi-experiment and assigned to 9 experimental groups (30 participants per group); these groups were distinguished by product description (positive, negative, and control groups) and E-WOM (positive, negative, and control groups). Participants are asked to complete an online questionnaire. Additionally, descriptive statistics and two-way analysis of covariance are used to compare and evaluate purchase intentions. Results: The negative E-WOM group with a positively framed product description exhibits higher purchase intention than the control group. Additionally, consumers with high self-congruity exhibit significantly greater purchase intentions those with low self-congruity, regardless of whether E-WOM is positive or negative. Similarly, consumers with high ideal self-congruity have significantly greater purchase intentions those with low ideal self-congruity, and their purchase intention is not susceptible to E-WOM, whether positive or negative. Conclusion: In the event of negative E-WOM, merchants should adopt positive product descriptions to increase purchase intentions. Additionally, the resonance between products and consumers should be improved by first building consumer profiles (personas) and establishing marketing strategies based on consumer characteristics. Therefore, consumers can identify with products, which results in greater self-consistency and purchase intention.

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