口碑維持因素之探索性研究-以進口休旅車為例

The Exploratory Study of the Word-of-Mouth Maintaining Factors：With Sport Utility Vehicle as an Example

許倍甄(Pei-Chen Hsu)

指導教授 ： 蔡瑤昇 ； 吳國棟

國立臺北科技大學/管理學院/工業工程與管理系所/碩士(2006年)

https://doi.org/10.6841/NTUT.2006.00030

摘要

本研究主要是探討知名品牌進口休旅車，凌志(Lexus) RX330與日產(Nissan) Infiniti FX35的口碑維持，分析影響兩台車維持時間長短的主要口碑傳播因素並定義為口碑維持因素。
先將口碑維持下操作行定義，陸陸續續蒐集網路上或是報章雜誌裡關於口碑維持相關資訊，利用網路上的論壇、留言板、官方網站討論區搜尋兩台進口休旅車的正面口碑，分析兩者曲線圖的差異及有哪些口碑傳播因素。而這些主要影響口碑維持時間差異的口碑傳播因素就是本論文所要萃取的口碑維持因素。
本研究採取質化研究方式來進行，經由網路論壇正負面口碑篩選、正面口碑推導口碑傳播因素、比較Lexus RX330與Infiniti FX35的口碑傳播因素，經過一連串的篩選，找出了關鍵影響進口休旅車口碑維持時間長短的五項口碑傳播因素，包含省油、寧靜、折舊率低、品牌偏好 [品牌代表身分地位榮耀]、購買服務及售後服務卓越 [維修體系健全、維修據點多、售後服務反應比其他車廠好、高級主管接待]等，本研究將之定義為進口休旅車的口碑維持因素。

關鍵字

口碑維持 ； 口碑維持因素 ； 口碑傳播因素

並列摘要

The main of this research treats of the WOM maintaining of two famous imported sport utility vehicles：Lexus RX330 and Nissan Infiniti FX35, analyses the main WOM disseminating factor that affects the maintaining periods of two cars and defines it as WOM maintaining factor.
First gives the operational definition for the word-of-mouth maintaining, collects continually the information relative to WOM maintaining from internet, newspapers or magazines, uses the forums, message boards or the discussion forums of official websites to search the positive WOM for two cars, then analyzes the differences of two curve charts and the WOM disseminating factors. Those WOM disseminating factors that mainly affect the differences of WOM maintaining period are the WOM maintaining factors disserted in this disquisition.
This research is proceeding by the quality document content studying, compares WOM disseminating factors of Lexus RX330 and Infiniti FX35 via the selections from positive and negative WOM from network forums and the WOM disseminating factors where comes from those positive WOM. After a series of filtrations, we found 5 critical WOM disseminating factors that affect the WOM maintaining period of two imported sport utility vehicles：fuel economy、equability、low rate of depreciation、brand predilection（brand is the representation of the social position.）、purchase service and excellent after service（great maintenance system、more service centers、responses to the after service are better than other companies、the reception of executive managers）and so on. This research will define them as WOM maintaining factors of the imported sport utility vehicles.

並列關鍵字

word-of-mouth maintaining ； WOM maintaining factors ； WOM disseminating factors

參考文獻

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