口碑的區域經濟效應：以星級旅館與米其林餐廳為例

Regional Economic Effects of Word-of-Mouth: The Evidence from Star-rated Hotels and Michelin Awarded Restaurants

曹恩霓(En-Ni Tsao)

指導教授 ： 林彥伶

淡江大學/商管學院/經濟學系經濟與財務碩士班/碩士(2022年)

https://doi.org/10.6846/TKU.2022.00630

摘要

口碑對於消費者之購買決策以及廠商之生產行為具有影響力。本研究欲從經濟分析的角度來探討口碑對於民間消費的影響，利用高度依賴口碑效果的炫耀性消費－星級旅館以及米其林餐廳作為觀察對象。本文採用臺灣主計處家庭收支調查報告以及臺北市政府主計處統計資料庫之消費及所得資料，設定具經濟邏輯且有經濟意涵的公式來量化口碑藉以形成觀察指標，實證模型採用羅吉斯特迴歸分析及最大概似估計法估計口碑的吸引效果。實證結果顯示，臺灣星級旅館之口碑指標愈高時，其所帶來的經濟邊際影響效果會愈大，且口碑效果隨著距離越遠而具有越大之相關性，在縣市之間存在顯著的口碑跨區吸引效果。此外，本文進一步針對米其林餐廳樣本進行研究，考量密集程度的口碑指標設定下，亦發現口碑的聚集性吸引效果。

關鍵字

口碑 ； 星級旅館 ； 米其林餐廳 ； 區域經濟

並列摘要

The purchasing decisions of consumers and production strategies of suppliers are all affected by word-of-mouth. This study examined the effects of word-of-mouth on consumption from the perspective of economics. The Star-rated hotels and Michelin awarded restaurants in Taiwan were used as observations and the Survey of Taiwan Family Income and Expenditure was adopted for collecting the consumption data in this study. An economically logistic formula was specified to quantify the word-of-mouth level index and logistic regression and maximum likelihood estimation were employed to estimate the effect of word-of-mouth.
Our empirical results showed that the higher the word-of-mouth level of star-rated hotels in Taiwan, the greater the marginal effects. The word-of-mouth effect also had greater correlations with their distance, which showed that there was an obvious attractive effect between two cities. In addition, this study constructed a density index for word-of-mouth by using the Michelin awarded restaurant sample in Taipei. We found that the higher the density, the greater the economic marginal effect of word-of-mouth.

並列關鍵字

Word-of-mouth ； Star-rated hotels ； Michelin awarded restaurants ； Regional Economics

參考文獻

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