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完整後設資料紀錄
DC 欄位 | 值 | 語言 |
---|---|---|
dc.contributor.advisor | 任立中(Lichung Jen) | |
dc.contributor.author | Kung-Hsin Shao | en |
dc.contributor.author | 邵功新 | zh_TW |
dc.date.accessioned | 2021-05-17T09:15:30Z | - |
dc.date.available | 2014-08-10 | |
dc.date.available | 2021-05-17T09:15:30Z | - |
dc.date.copyright | 2012-08-10 | |
dc.date.issued | 2012 | |
dc.date.submitted | 2012-08-09 | |
dc.identifier.citation | Anderson, Eugene W. (1998). customer satisfaction and word of mouth. Journal of Service Research, 1(1), 5-17.
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Yang, Joonhyuk, Kim, Wonjoon, Amblee, Naveen,& Jeong Jaeseung, (2012) The heterogeneous effect of WOM on product sales: Why the effect of wom valence is mixed?', European Journal of Marketing, 46(11/12) Zhu, F., & Zhang, X. (2010). Impact of online consumer reviews on sales: The moderating role of product and consumer characteristics. Journal of Marketing, 74(2), 133-148. | |
dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/6631 | - |
dc.description.abstract | 隨著網際網路之普及,網路成了消費者進行口碑傳播的一個重要平台。而也由於網絡口碑的重要性和網路資料蒐集的便利性,因此有愈來愈多的研究人員開始利用線上評論的資料來了解口碑的特質以及其對產品的銷售的影響。在以往對於網路口碑特質的研究,有兩個主要的考量指標:即口碑數量(WOM volume)以及口碑評價(WOM valence)。雖然多數的研究發現口碑數量對銷售總額具有正面影響,然而對於口碑評價之影響力之結論總是莫衷一是。此外,根據雙向溝通之論點,兩極化口碑往往能夠提升消費者對於產品之知曉及態度。有鑑於此,本研究欲探究之研究目的有二:希望能進一步從理論與實證結果來瞭解口碑評價之真實影響力;透過對於口碑結構影響之探討,一補充過去文獻對於此部分探討之遺漏。
本研究蒐集了電影產業之口碑資料,並分別從異質性及動態性兩個角度進行口碑效果之分析。其結論統整如下: 1.口碑數量確實對於產品銷售績效具有正向效果之影響力。 2.口碑評價對於產品銷售績效之效果確實呈現分歧之現象。然而其對於模仿使用者之消費是具有影響力的。 3.口碑結構之效果是存在的。不論是從對於模仿使用者之影響力,或是透過對於口碑數量間接影響產品銷售績效,皆能證實口碑結構之影響力。唯此影響力在產品上市初期之效用會較高。 | zh_TW |
dc.description.abstract | As the Internet has become more and more popular, it is now an important platform for consumers to share word of mouth (WOM). The importance of online WOM and convenience of online data collection have also attracted researchers to investigate the characteristics of word of mouth and its impact to product sales performance by using online user review. Two major indicators were considered from previous online WOM studies: the volume and the valence of WOM. Although most previous studies found that the volume of WOM has a positive impact on total product sales, WOM valence results were not as definitive. Moreover, according to the arguments of two-sided persuasion, controversial WOM often enhances consumers’ product awareness and attitude. Hence, there are two purposes of this study. First, we try to explore the real influence of WOM valence based on the theory and the empirical result. Second, we try to complement the content of WOM by discussing the influence of WOM structure.
This study collected WOM data in the motion picture industry and tried to analyze the effect of WOM from the perspectives of heterogeneity and dynamics. The final results are concluded as follows: 1.The volume of WOM has positive impact on product sales performance. 2.The influence of the valence of WOM on the product sales performance has been mixed, however, the valence of WOM has positive impact to consumption of imitators. 3.The influence of WOM structure exists, no matter to the impact on imitators, or the volume of WOM that thereafter indirectly impact on sales performance, they have all proven the influence of WOM structure, which will only outperform during the early-stage of product launch. | en |
dc.description.provenance | Made available in DSpace on 2021-05-17T09:15:30Z (GMT). No. of bitstreams: 1 ntu-101-D94724008-1.pdf: 782216 bytes, checksum: 85eade6688807b519f3084b8e44e563a (MD5) Previous issue date: 2012 | en |
dc.description.tableofcontents | 口試委員審定書 Ⅰ
致 謝 II 中文摘要 IV Abstract V 目 錄 VII 表 次 IX 圖 次 X 第一章 緒論 1 第一節 研究背景與動機 1 第二節 研究問題 6 第三節 研究目的 6 第四節 章節架構 7 第二章 文獻回顧 9 第一節 口碑傳播 9 第二節 口碑特性 15 第三節 雙向說服 20 第三章 口碑效果之異質性 24 第一節 研究假說設定 24 第二節 研究方法 30 一、統計模式 30 二、資料蒐集 33 第三節 研究結果 36 第四節 小結 39 第四章 口碑效果之動態性 42 第一節 研究假說設定 42 第二節 研究方法 49 一、因果關係模型設定 49 二、資料蒐集 51 第三節 研究結果 54 第四節 結論 57 第五章 結論與建議 61 第一節 結論 61 第二節 後續研究建議 65 參考文獻 68 | |
dc.language.iso | zh-TW | |
dc.title | 口碑異質性與動態性之特徵對電影績效之影響 | zh_TW |
dc.title | The Impact of Characteristics of WOM Heterogeneity and Dynamics on Box-Office Revenues | en |
dc.type | Thesis | |
dc.date.schoolyear | 100-2 | |
dc.description.degree | 博士 | |
dc.contributor.oralexamcommittee | 黃恆獎(Heng-Chiang Huang),陳厚銘(Homin Chen),謝明慧(Ming-Hue Hsieh),周建亨(Chien-Heng Chou) | |
dc.subject.keyword | 口碑效果,線上評論,雙向說服,口碑結構,網路行銷,電影產業, | zh_TW |
dc.subject.keyword | word of mouth,online user reviews,two-sided persuasion,review structure,internet marketing,movie industry, | en |
dc.relation.page | 76 | |
dc.rights.note | 同意授權(全球公開) | |
dc.date.accepted | 2012-08-09 | |
dc.contributor.author-college | 管理學院 | zh_TW |
dc.contributor.author-dept | 國際企業學研究所 | zh_TW |
顯示於系所單位: | 國際企業學系 |
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