智慧型手機應用程式電子口碑之效果研究

Exploring the Effect of Smartphone Apps on eWOM

10.6144/JIC.2014.0402.01

譚慧敏(Hui-Min Tan)；林慧斐(Hui-Fei Lin)

手機應用程式 ； 電子口碑 ； 資訊採用模式 ； 資訊有用性 ； 資訊態度 ； Mobile application ； eWOM ； Information adoption model ； Information usefulness ； Information attitude

資訊傳播研究

4卷2期（2014 / 04 / 01）

1 - 22

繁體中文

本研究探討手機應用程式之電子口碑效果，以資訊採用模式為理論基礎，執行一個2（店家滿意度評等：功能完整vs.功能不完整）×2（來源可信度：高vs.低）×2（論述品質：強vs.弱）組間實驗。由於技術上的限制，本研究在實驗過程中以模擬介面的形式呈現於智慧型手機畫面，並非讓受測者直接操作實際的適地性「尋找美食app」。結果顯示：（1）店家滿意度評等功能完整、高來源可信度以及強論述皆會使受測者產生較正面的資訊態度與較高的資訊採用意願；（2）店家滿意度評等功能、來源可信度以及論述品質間有顯著的交互作用；（3）受測者的資訊有用性感知和資訊可信度感知在強電子口碑和資訊態度、資訊採用意願之間會產生中介作用。

The purpose of the current research is to explore the effect of smartphone apps on eWOM. The theoretical foundation draws from the model of information adoption. A two (argument: strong vs. weak) × two (source credibility: high and low) × two (restaurant rating function: Complete and incomplete) between-subject design was conducted. Due to the researcher's limited technology expertise, a restaurant guide APP was developed without an actual locationbased function. During the experiment, the participants were asked to imagine using this APP with a hypothetical location-based service. The results indicate that (1) smartphone apps users exhibit more favorable information attitudes, and greater information adoption intention when exposed to strong argument, high source credibility, and complete restaurant rating function; (2) smartphone apps users are more likely to have more favorable information attitudes, and greater information adoption intention when the three tested factors interact with each other; (3) information usefulness and information credibility have a mediating effect between strong argument and information attitudes and information adoption intention.

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