在顧客購買決策過程中,電子口碑行銷(eWOM)扮演一個重要的角色。企業可以透過部落格(blog)與論壇(forums)來進行電子口碑行銷(eWOM),進而維持一個較好的品牌形象與顧客關係。然而過去的研究發現,只有少數的網路使用者願意在部落格與論壇中,分享他們寶貴的經驗與知識,因此本研究的目的在於探討使用者在部落格與論壇中,影響其知識分享意圖的決定因素為何? 本研究使用利益-成本架構來預測部落格與論壇中,知識傳播者的知識分享行為。研究結果顯示,其知識分享意圖被外在利益(聲譽、互惠)、內在利益(喜歡幫助別人、自我勝任感)、與成本(便利成本、互動成本)所影響。透過本研究的結果,可以作為企業在設置部落格與論壇的參考。
Electronic word-of-mouth (eWOM) plays a major role for customer decision. Through blogs and forums, company may use eWOM to maintain a better customer relationship through customer knowledge sharing. This study adopts a cost-benefit framework to predict the users' contribution behavior. In this model, we provide four benefits (reputation, reciprocity, enjoy helping, self-efficacy) and two costs (convenience and interaction). E-tailers may be able to use the results of this study to enhance customers' knowledge sharing intention in their blogs or forums.