電子口碑訊息來源可信度對旅遊產品購買意圖之影響

The Influence of eWOM Source Credibility on Purchase Intention of Travel Products

浦心蕙(Hsin-Hui Pu)；蕭涵中(Han-Chung Hsiao)

電子口碑 ； 來源可信度 ； 購買意圖 ； eWOM ； source credibility ； purchase intention

行銷科學學報

8卷2期（2012 / 12 / 01）

97 - 115

繁體中文

隨著網際網路發達，人與人除了當面互動溝通之口碑傳播外，可透過以網路為傳播媒介之電子口碑，藉由多元之形式接收或散佈消費訊息與體驗。電子口碑之流通度和影響力雖廣，但因網路之匿名特性，故發佈者之專業程度、各產品之正負面評價是否誠信上傳、或是背後是否涉及商業運作等皆令人存疑，因此近年來不乏探討網路訊息來源可信度之研究。過往文獻顯示電子口碑訊息來源可信度對實體產品之購買意圖具影響力，然而應用於觀光旅遊之服務性產品選擇時，相關實證則較為不足，加上旅遊產品之組合變化性高，故益發值得探討電子口碑訊息來源可信度如何影響觀光客之購買意圖。本研究設計結構化問卷，選定國際性的旅遊評論網TripAdvisor繁體中文版網站為研究範圍，採用便利取樣法，線上調查瀏覽該平臺發佈之經驗分享意見以進行旅遊規劃與消費決策者。初步結果顯示，電子口碑之訊息來源可信度對旅遊產品購買意圖之影響力顯著；而可信度之全面性與及時性越高，越能有效預測消費者的選購意願。

Word-of-mouth (WOM) is traditionally the way of face-to-face communication. As the Internet developed, electronic word-of-mouth (eWOM) through Internet media is growing popularity. The consumers can search for information and spread their experiences as eWOM messages via diverse forms. Its circulation and influence are wide. However, due to the anonymity of the Internet, it is doubtful whether the messages are released by professionals, if the positive and negative consumer experiences are trustworthy, or whether commercial operations are involved. Hence, research of the source credibility of eWOM gains its focus correspondingly. Previous literature shows that tangible commodities were used more frequently as examples for studying perceived credibility of eWOM. The influences of source credibility on purchase intention were also found. However, tourism destinations or related service products are less selected in exploring this topic. Besides, the variability of tourism product mix is comparatively higher than physical products. Accordingly, the reference value of eWOM messages is perhaps more important in consumers' purchase decision. Nonetheless, it may be even more difficult to validate its credibility. Therefore, it is increasingly worthy of further examination. This study attempts to analyze the influence of eWOM source credibility on purchase intention of travel products. Structured questionnaire was the research instrument. The research population was the people who have browsed the Chinese version of the international travel review website, TripAdvisor, for their trip planning and decision making. Convenience sample was accessed by the online questionnaire distributed via free survey site. Preliminary results indicated that people's purchase intention of tourism products was affected significantly by source credibility of eWOM. The comprehensiveness and timeliness of eWOM information were effective aspects in predicting the consumers' intention to visit destinations or booking hotels and restaurants which were discussed in the review website.

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