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題名:線上產品評論與影響力之探討
作者:林國清
作者(外文):Lin, Kuo-Ching
校院名稱:國立臺北大學
系所名稱:企業管理學系
指導教授:蔡顯童
黃旭立
學位類別:博士
出版日期:2019
主題關鍵詞:線上產品評論社會影響力吸引力專業性自我監控Online Product ReviewsSocial InfluenceExpertiseAttractivenessSelf- Monitoring
原始連結:連回原系統網址new window
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隨著網路科技愈來愈發達,資通訊科技的應用也愈來愈人性化,不僅因為它能夠大幅縮短了人與人之間的實體距離,提供了高度的便利性,而且人們在網路上針對產品所撰寫的心情紀錄或經驗分享等評論,因為具有專業度或吸引力,對許多其他消費者產生相當高的參考價值,使得線上產品評論一躍成為市場行銷新寵兒。根據近年來的市場行銷及消費者行為等相關研究顯示,這些網路評論已成為影響消費者決策的重要參考。
  線上產品評論已成為消費者購物決策的重要依據,乃是近年來實務應用及學術研究值得重視的議題。本研究以社會影響力理論(social influence theory)及推敲可能性模式(elaboration likelihood model)為基礎,探討線上產品評論如何影響消費者購買決策,並彙整5,249份有效問卷及多元資料,對評論者真實行為進行分析與驗證。研究發現消費者的「對評論的接受度」會受到「吸引力」及「專業性」等特質異質性顯著影響,且平台聲譽、評論者人氣及評論資訊性等不同層次的溝通因子,對形成線上產品評論者特質具顯著效果。此外,從相對重要性比較的角度來看,研究發現人氣強度及評論資訊的主觀性,對線上產品評論的影響扮演著積極的角色;換言之,行銷經理人尋找具影響力之商品評論家時,更應著重對評論內容的「質」而非僅著重於「量」之評估。最後,透過分群分析中發現「自我監控(self-monitoring)」對於「喜愛度」具有顯著促進的效果。本研究亦提出管理意涵,可供行銷經理人參考。
With the development of internet technology, the application of computer-based communication technology is becoming more &more user-friendly. The computer-based communication technology not only provides high degree of convenience for shortening significantly the physical distance between people, but also offer people to write the product comments such as mood records or experience sharing. Due to the profession &attractiveness of online product reviews have high reference value for many other consumers, so that it becomes the new market darling. According to recent research on market marketing &consumer behavior, these online product reviews have become an important reference for influencing consumer decision-making.
Online product review is an important reference for consumer’s decision-making and is an important issue of practical application and academic research in recent years. In this study, we apply the relational marketing and Elaboration Likelihood Model to investigate the online product review how to affect consumer decision-making and use multiple data which from consumer actual behavior and 5,249 questionnaires investigation to analyze quantitatively for verifying our research model. The results of our research indicate that online product reviewer’s heterogeneity (attractiveness and expertise) influence “consumer acceptance of reviews” significantly. Secondly, according to survey data analysis, the different degree communication factors including platform reputation, reviewer popularity, reviews informativeness etc., influence the formation of online product reviewers’ social influence significantly. Through relative importance comparison, we also find reviewers’ popularity valence and subjective informativeness of reviews play more active role in this research. In other words, when marketing manager wants to find an influential product reviewer should focus on its quality and not just focus on quantity. Finally, we find the self-monitoring plays a significant moderating effect on likeability and consumer acceptance through clustering analysis, and it positively affects the consumer’s evaluation of reviewers’ expertise. The implications and suggestions for future research are provided.
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三、網路部份
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財團法人資訊工業策進會第四屆部落客百傑活動辦法/評選方式/時程:http://www.ideas.iii.org.tw/ideasweek2011/blogger100/method.html
數位時代(2014),「2014年台灣網站100強揭曉!雅虎奇摩以些微差距,擊敗Facebook奪冠」,(取得日期2015年7月15日),[available at http://www.bnext.com.tw/article/view/id/31260]。
數位時代2014年台灣網站100強排名指標說明:http://www.bnext.com.tw/article/view/id/31260
中華民國電子商務年鑑 2013年http://ecommercetaiwanapp.blogspot.tw/2013/12/2013_3260.html

 
 
 
 
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