A Study on the Interactive Effect between Disclosured Focus by the Reality versus Virtual WOM and Experiential Order of Hedonic Product on Variety-Seeking Behaviors

[[abstract]] 現今的零售商店內提供的產品無不動輒上百，每一種產品皆包含多種口味、形狀及包裝，以供消費者挑選。但是，零售商店內的產品種類雖然可以滿足消費者的多樣搜尋行為，卻時常因為產品種類太多，導致消費者頭昏眼花，不知道該如何選擇？於是乎，消費者購物的過程中，時常使用智慧型手機搜尋口碑訊息協助消費，另外，業者也為因應「Showrooming」現象，紛紛投入店內體驗之行列，而如何透過科技應用與行銷互動，打造更美好的實體購物環境，確實是值得思索的課題。 針對口碑類型以實體管道及虛擬管道區分，本研究探討「焦點」與「體驗順序」對「多樣搜尋行為」之影響。採情境實驗之設計為2（焦點：正面與負面）×2（體驗順序：體驗前與體驗後）組間因子設計。經採隨機分派，共計240名受試者。 結果顯示無論實體或虛擬，焦點與體驗順序對多樣搜尋行為有顯著交互效果。若體驗前先有口碑，因尚未形成情感評估，口碑訊息易於被接納，故負面比正面焦點更容易產生多樣搜尋行為，俾搜尋較多證據以求心安；若體驗後口碑才出現，則因情感評估已成，口碑不易於被接納，此時在正面焦點下，因二度確認產品品質，致使形成對產品高滿足感，故反而較易產生多樣搜尋行為；相對地，在負面焦點下，因較偏向於信任自己的體驗，故堅持己見，以致不易產生多樣搜尋行為。 據此，本研究建議業者除了運用各種不同的體驗方式吸引消費者之外，也應適度給予消費者口碑訊息當作購買選擇的參考依據，兩者相輔相成，才能提升消費者對於產品的喜愛程度，進而提高其購買意願。[[abstract]] The study based on the "the reality channel" or "the virtual channel" point of view to explore the "focus" and "experiential order" on the "variety-seeking behavior" We uses scenario experiment at method conducted with 2 (focus: positive versus negative) × 2 (experiential order: before sampling versus after sampling) between-subject design The subjects were randomly assigned a total of 240 The results from the "the reality channel" versus "the virtual channel" point reveal that the interaction effect of focus and experiential order on variety-seeking behavior is significant When WOM is presented before experience the WOM is accessible as they initially evaluate the product As a result when compared with positive focus the negative displayed more tendency to variety-seeking behavior When WOM is presented after experience it is not accessible until consumers spontaneously form their initial evaluation At the moment when consumers are exposed to the positive focus they reconfirm the product quality and also cause high satisfaction toward product which increase variety-seeking behavior Otherwise on the negative focus consumers prefer to trust their own experience so they stick to their own opinions which decrease variety-seeking behavio