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題名：開箱文類型對消費者幫助性之探討--以消費者購買涉入度切入
書刊名：嶺東學報
作者：曹文琴 引用關係／林嘉蕙
作者(外文)：Tsao, Wen-chin／Lin, Chia-hui
出版日期：2017
卷期：42
頁次：頁57-87
主題關鍵詞：網路口碑；開箱文；購買涉入度；知覺幫助性；線上產品評論；Electronic word-of-mouth；Unboxing；Purchase involvement；Perceived helpfulness；Online product reviews
原始連結：連回原系統網址new window
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  • 被引用次數被引用次數:期刊(0) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:0
  • 共同引用共同引用:16
  • 點閱點閱:5
隨著消費者對於產品資訊搜尋習慣的改變，使得網路產品開箱文快速崛起，閱讀或收看開箱文已經成為消費者制定購買決策重要參考來源。本研究藉由實驗設計來驗證研究假說，建構的兩種實驗情境是放置於線上平台，來進行樣本受測和資料收集。共蒐集到147 份有效樣本。本研究發現，相較圖文呈現的開箱文，當開箱文為影片時，對於消費者更具幫助性。相較低購買涉入者，當消費者越具高購買涉入，越知覺到越高的幫助性。開箱影片不論對於高低購買涉入度的消費者而言，都顯著比起圖文開箱文能夠產生更大的幫助性。希望本研究結果能提供廠商於制定開箱文的撰寫或影音拍攝策略之參考。
Changes in the product information seeking habits of consumers have brought about a rapid increase in unboxing articles and videos on the internet, and they have become a crucial source of information that consumers use to make purchase decisions. This study employed an experimental design to test our research hypotheses. Two experiment scenarios were constructed and placed on an online platform to test participants and collect data. A total of 147 valid samples were obtained. The results indicated that consumers found unboxing videos to be significantly more helpful than unboxing articles with photos and text, regardless of whether they displayed high or low degrees of purchase involvement. However, consumers displaying a high degree of purchase involvement perceived more helpfulness than those displaying a low degree of purchase involvement. It is hoped that the results of this study can provide manufacturers with reference for the writing or filming of unboxing articles and videos.
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學位論文
1.林筠芳(2009)。開箱文閱讀行為之探索性研究(碩士論文)。國立臺灣科技大學。  延伸查詢new window
2.連成崴(2011)。消費者網路購物涉入程度與商品比價模式之體驗設計(碩士論文)。國立臺灣科技大學。  延伸查詢new window
3.陳仲豪(2010)。網路社群口碑傳播行為研究--以mobile01網站「開箱文」為例(碩士論文)。中國文化大學。  延伸查詢new window
圖書
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2.榮泰生(1999)。消費者行為。臺北：五南出版社。  延伸查詢new window
3.Robertson, T. S.、Zielinski, J.、Wind, S.(1984)。Consumer Behavior。Scott Foresman Company。  new window
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5.曾光華(2013)。消費者行為：洞察生活、掌握行銷。前程文化。new window  延伸查詢new window
6.Coney, K. A.、Best, R. J.、Hawkins, D. I.(2001)。Consumer behavior: Building marketing strategy。  new window
 
 
 
 
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