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外文摘要
引文資料
題名:
Temporal Dynamics Analysis of the Effect of Electronic Word of Mouth on Smartphone Sales
書刊名:
管理評論
作者:
許文錦
/
江俊達
作者(外文):
Hsu, Wen-chin
/
Chiang, Chun-ta
出版日期:
2019
卷期:
38:4
頁次:
頁33+105-117
主題關鍵詞:
網路口碑
;
銷售量
;
價格
;
品牌
;
動態關係
;
Electronic word of mouth
;
Sales
;
Price
;
Brand
;
Temporal dynamic
原始連結:
連回原系統網址
相關次數:
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:0
共同引用:0
點閱:5
研究目的:網路口碑已被証實能有效影響銷售量,但口碑對不同價格/品牌的商品是否有一致的影響力,又其影響力是否隨時間增減仍未知,本研究以智慧型手機為例探討價格及品牌對口碑與銷售量間關係在不同銷售時期的影響。研究設計/方法:分析四款不同價格和品牌手機(高價/低價x強品牌/弱品牌)在購物網站Tmall.com的口碑及銷售資料以驗證假說。研究結果:重要發現:(1)口碑數量顯著影響銷售量;(2)口碑數量多寡對銷售量的影響會因品牌強弱而有差異,對強品牌的影響大於弱品牌;(3)口碑對銷售量的影響並非都隨時間過去而降低。研究限制/啟發:本研究主要聚焦於口碑對銷售量的影響力,未涵蓋包括消費者需求、市場競爭等可能因素。理論/實務/社會意涵:企業資源有限,本研究結果能協助企業在不同銷售時期訂定差異化行銷策略,讓資源運用效益極大化。創見/價值:本研究為品牌研究提供口碑影響力動態分析的重要創見。
以文找文
Purpose -Although word-of-mouth has been demonstrated to significantly affect sales, its impact on different types of products over time remains unknown. To fill this gap, this study examines the influence of product prices and brand on the relationship between word-of-mouth (WOM) and sales over time through a case study on four types of smartphones (high/low prices for strong/weak brands). Design/methodology/approach - Weekly sales data and online WOM of these smartphones were collected from the major Chinese shopping website Tmall.com for six months. This investigation is conducted within the frameworks of signaling theory, perceived risk theory, and uncertainty reduction theory. Findings - Results show that the influence of word-of-mouth on the four types of product sales vary across different sales periods. With the rapid growth in the Asia-Pacific market and the number of global smartphone users, the present study provides empirical evidence for the impact of WOM on smartphone sales in the Chinese market. Research limitations/implications - This study only inspects four models of smartphones with different brands and prices in the Chinese market. Future studies may include smartphones in different price segments for a more comprehensive analysis. Practical implications/Social implications - The results provide important references for smartphone companies to develop marketing strategies in different sales periods and offers a conceptual framework for future research. Originality/value -This paper provides valuable insight into the temporal dynamics and effects of WOM on smartphone sales and offers a foundation for future product branding research.
以文找文
期刊論文
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Rui, Huaxia、Liu, Yizao、Whinston, Andrew B.(2013)。Whose and what chatter matters? The effect of tweets on movie sales。Decision Support Systems,55(4),863-870。
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Ho-Dac, Nga N.、Carson, Stephen J.、Moore, William L.(2013)。The effects of positive and negative online customer reviews: Do brand strength and category maturity matter?。Journal of Marketing,77(6),37-53。
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Cui, Geng、Lui, Hon-Kwong、Guo, Xiaoning(2012)。The effect of online consumer reviews on new product sales。International Journal of Electronic Commerce,17(1),39-58。
8.
Hu, Nan、Zhang, Jennifer Jie、Liu, Ling(2008)。Do Online Reviews Affect Product Sales? The Role of Reviewer Characteristics and Temporal Effects。Information Technology & Management,9(3),201-214。
9.
Babić Rosario, Ana、Sotgiu, Francesca、de Valck, Kristine、Bijmolt, Tammo H. A.(2016)。The effect of electronic word of mouth on sales: A Meta-analytic review of platform, product, and metric factors。Journal of Marketing Research,53(3),297-318。
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Floyd, Kristopher、Freling, Ryan、Alhoqail, Saad、Cho, Hyun Young、Freling, Traci(2014)。How Online Product Reviews Affect Retail Sales: A Meta-Analysis。Journal of Retailing,90(2),217-232。
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Liu, Yong(2006)。Word of Mouth for Movies: Its Dynamics and Impact on Box Office Revenue。Journal of Marketing,70(3),74-89。
12.
Zhu, Feng、Zhang, Xiaoquan M.(2010)。Impact of Online Consumer Reviews on Sales: The Moderating Role of Product and Consumer Characteristics。Journal of Marketing,74(2),133-148。
13.
Xie, Karen L.、Zhang, Zili、Zhang, Ziqiong(2014)。The business value of online consumer reviews and management response to hotel performance。International Journal of Hospitality Management,43,1-12。
14.
Lu, Qi、Ye, Qiang、Law, Rob(2014)。Moderating effects of product heterogeneity between online word-of-mouth and hotel sales。Journal of Electronic Commerce Research,15(1),1-12。
15.
Kim, Ho、Hanssens, Dominique M.(2017)。Advertising and word-of-mouth effects on pre-launch consumer interest and initial sales of experience products。Journal of Interactive Marketing,37,57-74。
16.
Park, Do-Hyung、Lee, Jumin、Han, Ingoo(2007)。The effect of on-line consumer reviews on consumer purchasing intention: The moderating role of involvement。International Journal of Electronic Commerce,11(4),125-148。
17.
Ahmad, S. Naurin、Laroche, Michel(2017)。Analyzing Electronic Word of Mouth: A Social Commerce Construct。International Journal of Information Management,37(3),202-213。
18.
Cadario, Romain(2015)。The Impact of Online Word-of-Mouth on Television Show Viewership: An inverted U-Shaped Temporal Dynamic。Marketing Letters,26(4),411-422。
19.
Fatile, Jacob Olufemi、Bello, Olaide W.(2015)。The Effectiveness of Parametric Techniques of Hypothesis Testing: An Empirical Analysis of Decision Making in the Public Sector。International Journal of Entrepreneurial Development, Education and Science Research,3(1),113-130。
20.
Maxwell, Amita(2014)。Bandwagon Effect and Network Externalities in Market Demand。Asian Journal of Management Research,4(3),527-532。
21.
Chevalier, Judith A.、Mayzlin, Dina(2006)。The effect of word of mouth on sales: online book reviews。Journal of Marketing Research,43(3),345-354。
22.
Duan, Wenjing、Gu, Bin、Whinston, Andrew B.(2008)。Do Online Reviews Matter?--An Empirical Investigation of Panel Data。Decision Support Systems,45(4),1007-1016。
23.
Godes, David、Mayzlin, Dina(2004)。Using Online Conversations to Study Word-of-Mouth Communication。Marketing Science,23(4),545-560。
24.
Berger, Charles R.、Calabrese, Richard J.(1975)。Some explorations in initial interaction and beyond: Toward a developmental theory of interpersonal communication。Human Communication Research,1(2),99-112。
25.
Rousseau, Denise M.、Sitkin, Sim B.、Burt, Ronald S.、Camerer, Colin(1998)。Not so different after all: A cross-discipline view of trust。Academy of Management Review,23(3),393-404。
26.
Spence, Michael(1973)。Job Market Signaling。The Quarterly Journal of Economics,87(3),355-374。
27.
Kim, Dan J.、Ferrin, Donald L.、Rao, H. Raghav(2008)。A trust-based consumer decision-making model in electronic commerce: The role of trust, perceived risk, and their antecedents。Decision Support Systems,44(2),544-564。
28.
Bansal, Harvir S.、Voyer, Peter A.(2000)。Word-of-mouth processes within a services purchase decision context。Journal of Service Research,3(2),166-177。
29.
Erdem, Tulin、Swait, Joffre(1998)。Brand Equity as a Signaling Phenomenon。Journal of Consumer Psychology,7(2),131-157。
30.
Arndt, Johan A.(1967)。Role of Product-Related Conversations in the Diffusion of a New Product。Journal of Marketing Research,4(3),291-295。
會議論文
1.
Bauer, Ratmond A.(1960)。Consumer behavior as risk taking。The 43rd National Conference of the American Marketing Association。Chicago:American Marketing Association。389-398。
2.
Chen, Pei-Yu、Wu, Shin-Yi、Yoon, Jungsun(2004)。The Impact of Online Recommendations and Consumer Feedback on Sales。The 2004 International Conference on Information Systems,(會議日期: December 12-15, 2004)。Washington, DC。
圖書
1.
Kotler, Philip T.、Armstrong, Gary(2010)。Principles of marketing。Pearson Education。
2.
Aaker, Allen David、Biel, Alexander L.(2013)。Brand Equity & Advertising: Advertising's Role in Building Strong Brands。New York:Psychology Press。
其他
1.
eMarketer(2017)。eMarketer Updates Worldwide Internet and Mobile User Figures,https://www.emarketer.com/content/emarketer-updates-worldwide-internet-and-mobile-user-figures。
2.
(2014)。IDC: Samsung Dominated Greater China Smartphone Shipments again in Q4 2013,http://www.engadget.com/2014/02/17/idc-china-taiwan-smartphone-shipment-2013-q4/。
3.
TrendForce(2012)。TrendForce: PC Background No Disadvantage as Lenovo Takes Smartphone Market by Storm,http://www.dramexchange.com/WeeklyResearch/Post/5/3229.html。
圖書論文
1.
Babrow, Austin S.、Hines, Stephen C.、Kasch, Chris R.(1999)。Managing Uncertainty in Illness Explanation: An Application of Problematic Integration Theory。Explaining Illness: Research, Theory, and Strategies。Mahwah, NJ:Lawrence Erlbaum Associates。
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