题名

產品特質與網路口碑對新產品動態擴散之影響：國家文化之干擾效果

并列篇名

The Effects of Product Features and Online Word-of-Mouth on the Dynamic Diffusion of New Products: Moderating Effect of National Culture

DOI

10.3966/181666012020101602002

作者

林郁翔(Yu-Hsiang Lin)；游承恩(Chen-En Yu)；吳美瑤(Mei-Yao Wu)

关键词

口碑質 ； 口碑數量 ； 產品銷售動態擴散 ； 國家文化 ； 產品特質 ； valence ； volume ； product dynamic diffusion ； national culture ； product features

期刊名称

行銷科學學報

卷期/出版年月

16卷2期（2020 / 10 / 01）

页次

137 - 156

内容语文

繁體中文
中文摘要

行銷經理人的新產品國際推廣策略，是產品銷售績效的重要關鍵。然而，過去有關新產品銷售擴散之研究，多從創新擴散和口碑等觀點進行探討，卻未對新產品特質進行深入探討，且口碑對銷售影響的結論也不一致。企業於國際市場推廣新產品的策略，也較少考慮國家文化對產品動態銷售之干擾效果。延伸行銷領域對產品擴散之研究，本研究聚焦於探討產品特質和口碑對新產品銷售動態擴散之影響，並檢驗國家文化對口碑和銷售關係之干擾效果。本研究蒐集11個國家Amazon網站各34個手機品牌的銷售和63,116則口碑資料進行調查。結果顯示，影響產品銷售擴散的產品特質包括價格、手機螢幕尺寸，以及冷色系和中性系的手機顏色。其次，新產品銷售擴散初期，會受到口碑數量的影響，而銷售擴散中後期，則會受到口碑評分的影響。第三，在個人主義型文化國家推廣新產品時，管理者需聚焦於營造話題、創造口碑；但在群體主義型文化國家推廣新產品時，管理者須作好口碑評分管理。篇末提供管理建議。
英文摘要

Global promotion strategy of new product of marketing manager was an important key to product performances. Most of the prior studies related to diffusion of a new product, however, had focused on the discussions of innovation diffusion theory and word-of-mouth (WOM), and the exploration of features of a new product was neglected and the conclusions on the impact of WOM on product performance are not consistent. The strategy of enterprises to promote new products in the international market also seldom considers the moderating effect of national culture on product performances. Extending study on the product diffusion in the marketing field, the study focuses on the effects of product features and WOM on the dynamic diffusion of a new product performances, and examines the moderating effect of national culture on the relationship between WOM and product performances. This study collected the sales and 63,116 WOM data of 34 mobile phone brands on Amazon websites in 11 countries. The results show that product features that affect the spread of product performances include product prices, mobile phone screen sizes, and colder and neutral colors of the physical appearance of the mobile phones. Secondly, in the early stage of new product sales, it will be affected by WOM volume, while in the middle and late stages of sales, it will be affected by WOM rating score. Third, when promoting a new product in individualistic cultural countries, managers only need to focus on creating topics and creating WOM; but when promoting a new product in collective cultural countries, managers must do good in managing WOM. Provide management suggestions at the end of the manuscript.
主题分类 社會科學 > 經濟學
社會科學 > 管理學
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