An Exploratory Study of Online Negative Word-of-Mouth Communication

本研究討論負面口碑之效果，以台灣地區最大之3C行動通訊論壇mobile01為研究標的，並選取筆記型電腦作為本研究之範例。實證樣本共收集7930則討論區文章，採內容分析方法研究。結果發現筆記型電腦討論區的文章內容仍以技術交流佔最大宗，其次為消費者尋求網友的購買建議，而網路負面口碑僅佔全部樣本的6.97%。然而，針對不同類型文章與回覆次數及討論期間做交叉比對，明顯看出網路負面口碑所引發的討論最為熱烈，平均每篇負面口碑會引發另外54則回應訊息，而正面口碑平均只引發25則的回應。此外，負面口碑更會引起許多網友分享類似的負面經驗，進一步造成品牌形象更大的傷害。研究亦發現負面口碑的討論期間較長，平均每則負面口碑會讓消費者持續關注達80天，顯見負面口碑訊息的傷害相當大。有鑑於此，企業必須發展務實的網路負面口碑管理方式；其中，本研究發現企業派遣正式員工駐站服務之效益非常高，本文亦於結論中一併討論。

關鍵字

口碑；推薦；閒聊；消費者行為；社群媒體

並列摘要

This study discussed the effects of negative word-of-mouth communication by investigating the laptop computer issue related to Taiwan’s largest mobile communication forum, Mobile01. In total, 7,930 posts were collected and examined via content analysis. Results indicate that types of ”technical information exchanges” and ”opinion seeking” dominated in discussion trends. Specifically, discussions regarding negative word of mouth on the Internet accounted for only 6.97% of all interactions. However, a cross-validation of different posts, responses, and discussion periods indicated that negative word of mouth triggered the most heated discussions, averaging 54 responses per post, whereas positive word of mouth generated only 25 responses per post. In addition, negative word-of-mouth discussions attracted users with similar negative experiences, which further damaged the brand's reputation. The discussion duration on negative word of mouth was also substantial and, on average, continued for as long as 80 days. Evidence from this study revealed that negative word of mouth can cause significant damage. For these reasons, companies must develop practical systems to manage negative word of mouth on the Internet. Implications for customer management are discussed.

並列關鍵字

word-of-mouth ； referral ； buzz ； consumer behavior ； social media

國際替代計量

An Exploratory Study of Online Negative Word-of-Mouth Communication

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