虛擬社群之社會資本對網路口碑之影響

The Impact of Social Capital in Virtual Communities on the Electronic Word-of-Mouth

關復勇(Fu-Yung Kuan) ； 李克宇(Keh-Yeu Lee)

《行銷科學學報》 10卷2期 (2014/10) Pp. 97-125

https://doi.org/10.3966/181666012014101002001

摘要

鑑於近年網路的快速發展，許多消費者的行為，無論在現實及虛擬世界裡，都受到了影響，特別是透過口碑或是為虛擬社群的經驗分享，這種知識和口碑分享的現象，已引起了研究人員和從業者的關注。然而，文獻以虛擬社群網路口碑認同的前因及其環境為重點的相關研究相對不足。什麼樣的社會資本和虛擬社群的社會網絡環境將會促進虛擬社群成員的網路口碑認同意願，是一個有趣的議題。驗證相關的虛擬社群網路口碑認同的動機和情況，將有助於學者以及從業者，進一步認知如何在虛擬社群激發網路口碑，並有助其行銷活動。本研究以社會資本理論和社會網絡，研究社會資本理論的三個構面對於網路口碑認同的影響，以及資訊網路的干擾效果。相關問卷以數據來自時下最流行的虛擬社區Facebook的516位台灣地區會員，提供本研究模型的相關支持。文後並針對理論、管理意涵、以及未來研究方向與研究限制進行相關論述及討論。

關鍵字

社會資本理論 ； 資訊網絡 ； 網路口碑

並列摘要

Given the rapid pace of internet and the growth of virtual communities in the recent decade, many consumers behavior have been affected both in the real world and online activities, especially by the eWOM or called experience sharing in the virtual communities. With the explosive growth of e-commerce, this kind of knowledge sharing or eWOM phenomenon has attracted the attention of both researchers and practitioners. However, research that focuses on the antecedents or fostering environment of eWOM identification in virtual communities remains scant. What kind of social capital and social network circumstance in virtual communities will foster the willingness of virtual community members to identify the eWOM from other members is an interesting issue. Veri- fying the motivations and circumstances underlying eWOM behavior in virtual communities would help both academics and practitioners to gain insights of how to stimulate eWOM in virtual communities for marketing purposes. The study drawn on both the social capital theory and social networks framework to investigate the impact by the three dimensions of social capital theory and informational network’s interference effects on the identification of eWOM in virtual communities. Data were collected from 516 Taiwan region members of the most popular virtual community, Facebook, to provide support for the proposed model. The implications for theory and practice, as well as future research directions and limitations are discussed.

並列關鍵字

Social Capital Theory ； Informational Networks ； Electronic Word-of-Mouth (eWOM)

參考文獻

Andrews, D.,Preece, J.,Turoff, M.(2002).A conceptual framework for demographic groups resistant to on-line community interaction, International.Journal of Electronic commerce.6(3),9-24.

Bagozzi, R. P.,Dholakia, U. M.(2002).Intentional social actions in virtual communities.Journal of Interactive Marketing.16(2),2-21.

Balkundi, P.,Harrison, D. A.(2006).Ties, leaders, and time in teams: Strong inference about network-structure effects on team viability and performance.Academy of Management Journal.49(1),49-69.

Bandura, A.(1986).Social Foundations of Thought and Action.Englewood cliffs, NJ:Prentice Hall..

Bansal, H. S.,Voyer, P. A.(2000).Word-of-Mouth Processes within a Services Purchase Decision Context.Journal of Service Research.3(2),166-177.