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社會關係因素影響電子口碑: 台灣和越南為實證研究

Social Relationship Factors Influence on Electronic Word-Of-Mouth on Social Networking Sites: Empirical Study in Taiwan and Vietnam

Advisor : 徐怡
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社群網站是正在快速發展,他改變了消費者的消費習慣,消費決定並帶來新的行銷方式。網絡或社群網站提供了雙向通信的結構讓人們通過大規莫電子口碑來交換信息。消費者購買產品之前很容易利用社群網站及通過社群網站的電子口碑來參考產品信息及品牌。 社交網站的發展影響到消費者消費行為並是個高校交換信息的工具。這個主題是讓研究者很受歡迎。這項研究目的是了解台-越使用社交網站的情況及了解個因素會影響到社群網站使用者。通過這項研究來尋找台-越社交網站使用者的行為是否有差。 定量方法被使用於這項研究,資料是透過問卷而收集。這份研究的模型由文獻學術徹底檢討。T-Test及回歸分析被應用來分析資料並找出因素影響到社群網站使用者行為及找出台-越兩國的使用者是否有差。 在這項研究中,共有285名來自台-越兩國參與調查。他們大多數的年齡自20-30歲,是花多時間使用社群網站。結果是結合型社會資本, 規範性影響, 信息化影響對社群網站兩國使用者行為的電子口碑有影響。另外,橋接性社會資本和信任這兩個因素沒有顯著影響電子口碑。此外,這項研究顯著兩國使用者的行為有差。這份研究結果也表示社群網站是個流行和有效的工具連接世界各地的人並是個高效行銷工具。

Parallel abstracts

Social networking sites (SNSs) are developing a rapid and wide popularity nowadays. It changes the way that consumers give purchasing decisions and have brought about new marketing method. Internet or SNSs provide a structure of bidirectional communication that allows people exchange information through large-scale word-of-mouth (WOM) network. With SNSs, consumers can easily refer information about products and brands before buying through electronic word-of-mouth (EWOM). Understanding EWOM communication on SNSs is important thing to plan the marketing strategies efficiently. This research is aimed to find out the SNS usage of Taiwanese and Vietnamese, and how the social relationship factors influence on EWOM communication through SNSs and whether there are difference in these factors and EWOM communication behaviors between Taiwanese consumers and Vietnamese consumers. Three component variables of social relationship factors were proposed including social capital (bonding social capital and bridging social capital), trust, interpersonal influence (normative influence, informational influence) to learn about EWOM. This research also attempts to provide general view about consumer behaviors through EWOM on SNSs in Vietnam and Taiwan – two potential markets. Quantitative method was applied for this study. Data was collected through a structured questionnaire and was obtained mainly through the existing EWOM literature including papers, figures, and reports. Conceptual model was developed by reviewing literature exhaustively. Simple regression analysis and T-Test was employed to figure out the influence of social relationship factors – bonding social capital, bridging social capital, trust, normative interpersonal influence, informational interpersonal influence – on EWOM and whether there are difference of samples in Taiwan and Vietnam. Total 285 respondents from Taiwan and Vietnam were surveyed for this study. Most of them are the college students and have the age from 20 to 30, who spend much time on SNSs every day. The findings showed that bonding social capital, normative influence, and informational influence have positively impacts on EWOM referral behaviors in Taiwan and Vietnam. The other important findings are that bridging social capital and trust have no significant influence on EWOM referral communication in these countries. In addition, there are differences between Taiwanese and Vietnamese consumers. The Taiwanese users are found to have more bonding social capital, trust and normative interpersonal influence than Vietnamese counterparts do. The results also indicated that SNSs are the popular and efficient tools to connect people over the world with millions users and Facebook is the most popular SNS in Vietnam and Taiwan. Moreover, reading statues and comments is the activity that most of users often do when they sign in their accounts on SNSs. Besides, users in Taiwan and Vietnam also engage in the activities of chatting, updating statues and posting comments.


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