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題名：網路口碑形成之影響因素：以網路涉入程度與虛擬社群管理為干擾因素
書刊名：電子商務學報
作者：方世榮 引用關係／張苑惠
作者(外文)：Fang, Shyh-rong／Chang, Florence YH
出版日期：2006
卷期：8:4
頁次：頁499-531
主題關鍵詞：網路口碑；匿名性；關係品質；網路涉入程度；虛擬社群；Electronic word-of-mouth；Anonymity；Relationship quality；Internet involvement；Virtual community
原始連結：連回原系統網址new window
相關次數：
  • 被引用次數被引用次數:期刊(7) 博士論文(1) 專書(1) 專書論文(0)
  • 排除自我引用排除自我引用:7
  • 共同引用共同引用:0
  • 點閱點閱:79
本研究以網路口碑作為研究核心，探討網路匿名性與關係品質 (滿意與信任) 對正面與負面網路口碑形成之影響。另外，在網路消智者傳播口碑的過程中，可能受到消費者個人特質與企業活動的影響，因此本研究將網路消費者的網路涉入程度與企業對虛擬社群的管理視為干擾變項，探討此兩項因素對此正面或負面口碑形成之影響。本研究針對線上遊戲網路使用者進行抽樣調查，經實證結果發現： (1) 網購消費者對賣方的滿意與信任能有效激勵這群顧客在網路上散播企業的正面口碑； (2) 找出網路涉入程度高的顧客，亦即市場行家，能強化賣方的網路正面口碑； (3) 在網購顧客不滿意的情況下，網路的匿名性會引導顧客在網路上散播企業的負面網路口碑； (4) 企業應制訂危機處理策略並有效地執行之，才能真正降低負面網路口碑。本文並於最後提出研究意涵與後續研究的方向。
This paper focuses on e WOM (Word of Mouse or Word of Mouth online) and investi­gates two influential factors - anonymity and online seller-buyer relationship quality - for the formation of both ‘positive’and ‘negative’ eWOMs. Consumers’ e WOM formation may vary due to online consumers' diversity (different levels of online involvement) and e-tailer’s ways of doing business and thus this paper also considers these two factors’ inf1uences on consumers’ eWOM formation process. Using consumers' online involvement and e-tailer’s style of managing virtual community as two moderators, this study concludes that (1)satisfaction with and trust in e-tail的incite consumers to form and spread positive eWOM; (2) market mavens, i. e. highly involved Internet users, can help strengthen positive eWOM, (3) the anonymity of Internet will induce dissatisfied consumers to spread negative eWOM, (4) e-tailers should have effective strategy for crisis management to minimize the damage caused by negative e WOM may it appear.
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學位論文
1.莊雅婷(2011)。虛擬社群之經營(碩士論文)。國立臺灣師範大學。  延伸查詢new window
2.楊達妮(2003)。企業網路謠言之危機管理策略研究--消費者行為與企業策略觀點(碩士論文)。國立政治大學，臺北市。  延伸查詢new window
3.許晉龍(2003)。線上遊戲使用者行為研究(博士論文)。國立台灣科技大學。  延伸查詢new window
4.費翠(2001)。網路市場行家理論驗證與延伸--其網路資訊搜尋、口碑傳播、線上購物行為及個人特質研究(碩士論文)。國立政治大學。  延伸查詢new window
圖書
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