虛擬社群口碑傳遞之研究－以LINEQ為例

A Study of the effect of Word of Mouth (WOM) on Social media-An example from LINEQ

楊淨淨(ChingChing Yang)

指導教授 ： 蔡政言

淡江大學/商管學院/國際行銷碩士在職專班/碩士(2015年)

https://doi.org/10.6846/TKU.2015.00565

摘要

行動時代已經來臨，人與人之間的人際網路於網路世界亦被落實，人們於網路上成立虛擬社群，加上許多人購物前會先於網路上進行口碑調查，故本研究欲以新興虛擬社群行動知識平台「LINEQ」，討論口碑傳遞的方式與效益。
　　由於LINEQ為行動虛擬社群，考量行動載具的篇幅較小，故本研究欲討論虛擬社群之字數對於口碑的傳遞的影響。再研究其新興虛擬社群之LINEQ使用者輪廓，探討LINEQ上的網路市場行家對於口碑的影響。最後，使用案例的方式，探討LINEQ正負面口碑傳遞與其影響。

關鍵字

LINEQ ； 虛擬社群 ； 口碑傳遞 ； 網路市場行家 ； 正負面口碑

並列摘要

The change of communication media changes people life style and moves toward to mobile commerce oriented these few years. Due to various activities on social media and people tending to search the words of mouth (WOM) of products and service before their purchasing, how to facilitates the new emerging new media wisely has become a new issue. This thesis takes a new social media and knowledge platform of “LINEQ” as an example to explore and concludes some finding as the followings.
1. The mobile devices are small and hard to read, so this thesis aims to examine the best length of WOM on mobile devices first by using for social media.
2. The demographics of users of LINEQ.
3. The influences of market mavens on LINEQ.
4. The influences of positive and negative WOM effects and their influences on LINEQ.

並列關鍵字

LINEQ ； Social media ； Word of mouth (WOM) ； Market mavens ； Positive and negative WOM

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