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完整後設資料紀錄
DC 欄位 | 值 | 語言 |
---|---|---|
dc.contributor.advisor | 黃俊堯 | |
dc.contributor.author | Nhi K. Sung | en |
dc.contributor.author | 宋慶義 | zh_TW |
dc.date.accessioned | 2021-06-07T18:09:07Z | - |
dc.date.copyright | 2012-07-19 | |
dc.date.issued | 2012 | |
dc.date.submitted | 2012-07-12 | |
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dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/16307 | - |
dc.description.abstract | The current research attempts to explore whether or not there are any differences how Eastern and Western cultures perceive online review manipulation. More precisely, the objective of the research is to understand why these differences exist and how culture affects consumer’s perception of online review manipulation and the potential risks it may entail if a company was revealed to engage in this type of behavior.
The methodology this research employs is purely qualitative and exploratory in nature. We created a set of questions that focused primarily on consumers’ perception and reactions towards online review manipulation for our comparative analysis between Eastern and Western cultures. We then interviewed twenty consumers from Taiwan representing the east and the United States representing the west. Based from these questions we were able to categorize their responses in the following categories to determine whether the two cultures exhibited any similarities or differences: 1) Online shopping experience 2) Perception of online reviews 3) Consumer knowledge 4) Awareness of online review manipulation 5) Is review manipulation common? 6) How do others perceive online review manipulation? 7) Perception and consequences of companies that engage in online review manipulation 8) Ethical Judgment and 9) Is online review manipulation legal or illegal. Based on our findings we were able to determine that consumers from both cultures shared similarities regarding their online shopping experiences, perception of online reviews, and their consumer knowledge. More importantly, we were able to identify significant differences between the two cultures perception of online review manipulation and its level of acceptance. | en |
dc.description.provenance | Made available in DSpace on 2021-06-07T18:09:07Z (GMT). No. of bitstreams: 1 ntu-101-R98749070-1.pdf: 1998833 bytes, checksum: f045e6a8deece79f5bec2cdb4476e6c8 (MD5) Previous issue date: 2012 | en |
dc.description.tableofcontents | I. Introduction 1
1.1 Background 1 1.2 Purpose and Research Questions 5 1.3 Structure of the Study 7 II. Literature Review 8 2.1 Online Reviews as a Form of WOM 10 2.2 Hofstede’s Cultural Dimensions 13 2.3 Summary of Eastern Characteristics 17 2.4 Summary of Western Characteristics 20 2.5 Eastern and Western Mindset 22 III. Methodology 27 IV. Results and Discussion 29 4.1 Demographics 30 4.2 Online Shopping Experience 37 4.3 Perception of Online Reviews 41 4.4 Consumer Knowledge 45 4.5 Awareness of Online Review Manipulation 49 4.5.1 Is This a Common Practice? 55 4.5.2 What Do Others Think? 57 4.5.3 Perception and Consequences 58 4.5.4 Ethical Judgment 60 4.5.5 Situational Scenarios of Review Manipulation 62 4.5.6 Legal Ramifications 66 V. Summary 71 VI. Conclusion 78 6.1 Limitations 78 6.2 Academic and Managerial Implications 79 References 81 Appendix 86 | |
dc.language.iso | en | |
dc.title | 東西方消費者對網路評論造假知覺之跨文化比較:以台灣與美國消費者為例 | zh_TW |
dc.title | The Perception of Review Manipulation between Eastern and Western Cultures: A Cross Cultural Analysis | en |
dc.type | Thesis | |
dc.date.schoolyear | 100-2 | |
dc.description.degree | 碩士 | |
dc.contributor.oralexamcommittee | 張重昭,張心馨 | |
dc.subject.keyword | 網路評論操弄,文化差異,文化知覺,網路評論, | zh_TW |
dc.subject.keyword | online review manipulation,cultural differences,cultural perception,online WOM, | en |
dc.relation.page | 89 | |
dc.rights.note | 未授權 | |
dc.date.accepted | 2012-07-12 | |
dc.contributor.author-college | 管理學院 | zh_TW |
dc.contributor.author-dept | 企業管理碩士專班 | zh_TW |
顯示於系所單位: | 管理學院企業管理專班(Global MBA) |
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