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題名：網路互動性對網路口碑之影響--Facebook與YouTube的比較
書刊名：商管科技季刊
作者：蔡璧如 引用關係／吳穎帆／莊苑仙 引用關係
作者(外文)：Tsai, Pi-ju／Wu, Ying-fan／Chuang, Yuan-hsien
出版日期：2016
卷期：17:1
頁次：頁81-111
主題關鍵詞：網路互動性；網路口碑；資訊採用；再傳播意願；Internet interactive；e-Word-of-Mouth；eWOM；Information adoption；Re-transmission intention
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(6) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:6
  • 共同引用共同引用:37
  • 點閱點閱:135
網際網路技術使媒體具互動性，本研究探討網路互動性對網路口碑建立之影響，針對網路媒體互動性對網路口碑資訊採用及再傳播意願進行探討。考量企業有針對頻繁使用網路的年輕消費族群，利用 YouTube和 Facebook作為行銷工具的趨勢，本研究衡量這二種社交媒體平台的參與者對網路互動性的認知，並探討網路互動性與網路口碑資訊採用、網路口碑再傳播之間的關係。進行迴歸分析後結果顯示網路互動性對網路資訊採用及網路口碑再傳播皆具正向影響，網路口碑資訊採用對網路口碑再傳播意願有正向影響，而網路口碑資訊採用在網路互動性與網路口碑再傳播意願之間扮演部份中介的角色，網路互動性有助於網路口碑建立及再傳播。以媒體特性而言， YouTube的網路互動性優於 Facebook，尤其是在反應速度與個人化機制方面，而 Facebook的回饋性較優，另外，在網路資訊採用及口碑再傳播部份，Facebook的效果皆優於 YouTube，網路媒體互動性的確影響口碑建立，今後對媒體特性的掌握及其他影響口碑建立的因素需要再深入探討。
The Internet is an interactive medium. This study explored how the interactivity of the Internet influence e-word-of-mouth (eWOM) information adoption and retransmission intention. Considering the trend of enterprises using YouTube and Facebook as marketing tools for targeting young consumer groups who frequently use the Internet, we measured the participants’ perceived Internet interactivity of these two social media platforms. We also explored the relationship among Internet interactivity, eWOM information adoption, and eWOM retransmission intention. Regression analysis results revealed that Internet interactivity positively influenced eWOM information adoption and retransmission intention. eWOM information adoption positively affected eWOM retransmission intention and mediated the relationship between the Internet interactivity and eWOM retransmission intention. Internet interactivity was conducive to eWOM generation and retransmission. Regarding the medium characteristics, the interactivity of YouTube was superior to those of Facebook, particularly in response speed and customizability. However, Facebook demonstrated a superior feedback mechanism, higher eWOM information adoption, and higher retransmission intention. Although Internet interactivity influenced the generation of eWOM, further research is necessary to identify the medium characteristics and other factors influencing eWOM generation.
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