题名

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

并列篇名

The Influential Factors of Online Word-of-Mouth Formation-Internet Involvement and Virtual Community Management as Moderators

DOI

10.6188/JEB.2006.8(4).03

作者

方世榮(Shyh-Rong Fang)；張苑惠(Florence Y. H. Chang)

关键词

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

期刊名称

電子商務學報

卷期/出版年月

8卷4期（2006 / 12 / 01）

页次

499 - 531

内容语文

繁體中文
中文摘要

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，在網路消費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。
英文摘要

This paper focuses on eWOM (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' eWOM 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' influences 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-tailers 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 dis-satisfied 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.
主题分类 人文學 > 人文學綜合
基礎與應用科學 > 資訊科學
基礎與應用科學 > 統計
社會科學 > 社會科學綜合
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被引用次数
  1. Tseng, Chi-Hsing,Kuo, Hsin-Chih,Chen, Jian-Ming(2014).Do Types of Virtual Community Matter for the Effects of online Advertisement and Electronic Words of Mouth?.行銷評論,11(1),28-50.
  2. 陳欽雨、姚成彥、余念真(2017)。行動商務網站品質、心流體驗及網路口碑對消費動機影響之研究。顧客滿意學刊，13(1)，103-131。
  3. 李怡慧(2019)。類粉絲效應：網路負面口碑的抑制與弱化。組織與管理，12(2)，55-111。
  4. 羅順年、林清同(2012)。線上遊戲引進置入性行銷後遊戲公平性問題對遊戲玩家罷玩傾向之影響。資訊社會研究，22，48-78。
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  7. 楊美雪、邱于平(2011)。部落格口碑訊息訴求對購買決策之影響。電子商務學報，13(4)，919-937。
  8. 楊倩姿、陳正國、胡俊傑(2013)。你受他人影響了嗎？探究勞動假期之研究。管理實務與理論研究，7(1)，40-60。
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  10. (2010)。你今天blog了嗎：部落格電影口碑之信任效果研究。電子商務學報，12(4)，661-692。
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