141 /304
141
臺大管理論叢
2018/4
第
28
卷第
1
期
141-174
DOI:10.6226/NTUMR.201804_28(1).0004
產品受歡迎資訊與網路購物：以消費者解讀為
干擾變數
Popularity Information and Online Purchases: Consumer
Interpretation as the Moderator
摘 要
產品受歡迎資訊往往是網路消費者做購物決策時的重要指標。這種資訊在網路上可
以即時更新，所以特別受到網路消費者的重視。這個研究主要在探討消費者如何解
讀兩種產品受歡迎資訊－產品市場（反映產品在市場上的需求量）與產品銷售量。
這兩種資訊在網路上常常是共同存在的，而且通常會引發兩種不同的解讀（品質評
估與社會比較），當小眾產品的銷售量與大眾產品的銷售量相同時，大多消費者會
把這種訊息解讀為產品品質的指標，認為小眾產品的品質較好。然而，同樣的資訊
也可以被解讀為潮流的指標，會吸引消費者去跟其他消費者做比較，而且覺得自己
應該要得到那些消費者所擁有的東西。這種比較的過程，就是所謂的社會比較。這
篇研究假設，當產品的市場大小與銷售量是不一致時（例如：小眾產品的銷售量大
過於大眾產品時），購買小眾產品的機率會比當產品的市場大小與銷售量是一致的
狀況下來得高，而其增加的量是以用產品品質為聯想的狀況高過於以社會比較為聯
想的狀況。這個實驗是以實驗法，讓
200
位受試者在網路上進行實驗。最後的實證
結果強烈支持我們的假設，並且對電子商務提供了許多實質的意涵。
【關鍵字】
產品受歡迎資訊、社會比較、產品品質、指標、網路購物行為
Abstract
Popularity information of products, frequently observed by consumers for making
purchase decisions, has become an even more common point of reference in E-commerce
where such information is readily updated. This study investigates how consumers
interpret breadth of appeal and sales volume, which are two common kinds of popularity
information that often co-exist on the Internet, with different inferences (quality
evaluation or social comparison) under conditions when the two kinds of popularity
information are congruent or incongruent. It is hypothesized that when a product’s breadth
of appeal and sales volume are incongruent, the probability of purchasing a narrow-appeal
product significantly increases compared to the condition of congruence; moreover, the
magnitude of increase between the two conditions of congruency is higher for consumers
with the inference of quality evaluation compared to that of social comparison. The
method of laboratory experiment was adopted, with 200 participants. The empirical results
strongly supported the proposed hypotheses and provided practical implications for
e-commerce.
【
Keywords
】
popularity information, social comparison, product quality, signal, online
purchase behavior
李藍瑜
/
銘傳大學國際企業與貿易學士學位學程助理教授
Lynne Lee
, Assistant Professor, International Business and Trade Program, Ming Chuan University
吳玲玲
/
國立臺灣大學資訊管理學系教授
Ling-Ling Wu
, Professor, Department of Information Management, National Taiwan University
Received 2014/1, Final revision received 2015/8