實體與網路的口碑之比較：資訊特性觀點之探索性研究

The Comparison of Offline and Online Word-of-Mouth:An Exploratory Study of Characteristic View

廖佩怡(Pei-Yi Liao)

指導教授 ： 蔡瑤昇

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.2006.00269

摘要

過去研究指出，口碑在消費者態度、認知及行為方面影響甚鉅。早期的研究學者，如Dichter（1966）曾指出消費者有80%的購買是和口碑有關的，即使在通訊及廣告盛行的80年代，仍有高達80％的購買決策是受到他人評價的影響。再者，隨著網際網路的興起，帶動了網路上口碑傳播的興盛，使得人們在購買產品之前，有了更多口碑的搜尋管道。
Klein & Quelch（1997）提出網際網路特質有無疆域國界、無時間限制、互動性高、即時回應、成本低廉、進入障礙低，這些特質使得網際網路成為一個尋求便利、豐富的資訊管道；這也是網路變成全球消費者、製造商、銷售業者資訊交換平台的原因。然而，也因為這些特質使得實體口碑與網路口碑有顯著的差異。因此，釐清兩種口碑的差異是一重要議題，對學術界與實務界的影響及貢獻重大。
本研究發現在口碑行銷領域的文獻中，對於實體口碑與網路口碑的比較，僅有少數學者曾針對此主題做過探討（Chatterjee, 2001；Gelb & Sundaram, 2002）。然而，根據過去學者研究，可清楚的得知網際網路與實體媒介在特性上就具有顯著的差異，而這些差異連帶的去影響實體與網路口碑資訊特性。對此，本研究認為預先了解實體口碑與網路口碑資訊特性的差異，才能進而去探討這些差異是如何影響消費者選擇搜尋的口碑動機、搜尋口碑類型及對購買決策。但這方面的研究卻缺乏文獻探討。為填補此文獻缺口，本研究對消費者進行深度訪談，探討其搜尋口碑動機、選擇過程及其所做購買決策的流程，並進一步整合訪談結論及文獻。
本研究發現有二，第一、實體口碑與網路口碑分別在資訊搜尋偏好、資訊詳細度、資訊搜尋速度、資訊數量、資訊專業程度、資訊謠言可能性、廠商介入程度、資訊可信程度、資訊評估依據、購買決策影響力等十個類別上有所差異。第二、消費者搜尋口碑時，會受到搜尋者的專業程度、搜尋者之認知風險、產品類型、搜尋者本身態度之強度及產品涉入程度等五個因素的影響。
本研究釐清實體口碑與網路口碑在十種類別上的差異，以彌補在口碑行銷文獻中缺乏實體口碑與網路口碑資訊特性觀點上的比較。可提供未來學者研究口碑的參考架構。本研究並建議管理者進行口碑行銷應綜合考量實體口碑與網路口碑的特性差異以找出適合的口碑行銷模式。另外，本研究歸納在口碑搜尋過程中可能的五項影響因素，以幫助管理者了解消費者搜尋口碑時受到的可能影響，以讓管理者可做因應對策。

關鍵字

實體口碑 ； 網路口碑 ； 資訊特性觀點 ； 探索性研究

並列摘要

As the past studies pointed out, word-of-mouth in consumer manners substantially affects the cognition and the behavior aspect. For example, Dichter (1966), the early scholar, once mentioned that the 80% purchases is relative to word-of-mouth, even if it was in a time of increasing advertising volume the figures showed this influence of recommender to run as high as 80%. Furthermore, the rise of internet has led the prosperity of online word-of-mouth. It offers people more ways before purchasing products.
Klein & Quelch（1997）pointed out that the characteristics of internet are no national boundary, the non-time limited, the interaction high, the immediate response, the cost inexpensive and the low barrier to enter. And these characteristics made internet become a convenient and abounding information platform. These were also the reason that internet was the platform of exchanging information among the global consumer, the manufacturer and the sale industry. However, these special characteristics indeed make it different between offline word of mouth and online word of mouth. Therefore, it is an important subject to distinguish the difference between offline word-of-mouth and online word-of-mouth. It is significant to the academic and practice.
However, only had the minority scholars once aimed at the comparison of offline and online word of mouth (Chatterjee, 2001；Gelb & Sundaram, 2002). However, experts found out that there were significant differences between offline word-of-mouth and online word-of-mouth, and these differences as well might affect the information characteristic of offline word-of-mouth and online word-of-mouth. Accordingly, this research indicates that it has to be known the differences of the information characteristic between offline word-of-mouth and online word-of-mouth, and then it might be to explore how the differences affect the motives of word-of-mouth of consumers in choosing sources, the types of word-of-mouth of consumers in choosing sources, and the purchasing decision. Sadly there is still short of the support of literatures in the respect. To compensate for the shortage, this research is designed to conduct depth interview for consumers to explore the motives of word-of-mouth of consumers in choosing sources, the process in selection, the flow of decision making, and the integration of the conclusion of interview and the literatures.
There two findings in this research. First of all, there are some differences between offline word-of-mouth and online word-of-mouth such as information search by chance, information detailed degree of fineness, information search speed, information quantity, information specialized degree, information rumor possibility, merchant involvement degree, information credible degree, information appraisal basis, and purchase decision-making influence. In addition, consumers might be affected by the five factors such as the search specialized degree, the search cognition of risk, the product type, intensity of and the product the search itself manner ford into the degree.
The research clarifies ten types of differences between offline word-of-mouth and online word-of-mouth to compensate for the shortage of the comparison of the viewpoint of information characteristic between offline word-of-mouth and online word-of-mouth in literatures regarding to word-of-mouth. It also provides a referral framework for experts in researching word-of-mouth. This research also suggests the managers to take the characteristic differences of offline word-of-mouth and online word-of-mouth into account in conducting word-of-mouth marketing to find out some adaptable models in word-of-mouth marketing. Besides, this research generalizes five substantial factors in choosing sources of word-of-mouth to facilitate managers to figure out the possible effects in choosing them, and it as well lead managers to react more efficiently and effectively.

As the past studies pointed out, word-of-mouth in consumer manners substantially affects the cognition and the behavior aspect. For example, Dichter (1966), the early scholar, once mentioned that the 80% purchases is relative to word-of-mouth, even if it was in a time of increasing advertising volume the figures showed this influence of recommender to run as high as 80%. Furthermore, the rise of internet has led the prosperity of online word-of-mouth. It offers people more ways before purchasing products.
Klein & Quelch（1997）pointed out that the characteristics of internet are no national boundary, the non-time limited, the interaction high, the immediate response, the cost inexpensive and the low barrier to enter. And these characteristics made internet become a convenient and abounding information platform. These were also the reason that internet was the platform of exchanging information among the global consumer, the manufacturer and the sale industry. However, these special characteristics indeed make it different between offline word of mouth and online word of mouth. Therefore, it is an important subject to distinguish the difference between offline word-of-mouth and online word-of-mouth. It is significant to the academic and practice.
However, only had the minority scholars once aimed at the comparison of offline and online word of mouth (Chatterjee, 2001；Gelb & Sundaram, 2002). However, experts found out that there were significant differences between offline word-of-mouth and online word-of-mouth, and these differences as well might affect the information characteristic of offline word-of-mouth and online word-of-mouth. Accordingly, this research indicates that it has to be known the differences of the information characteristic between offline word-of-mouth and online word-of-mouth, and then it might be to explore how the differences affect the motives of word-of-mouth of consumers in choosing sources, the types of word-of-mouth of consumers in choosing sources, and the purchasing decision. Sadly there is still short of the support of literatures in the respect. To compensate for the shortage, this research is designed to conduct depth interview for consumers to explore the motives of word-of-mouth of consumers in choosing sources, the process in selection, the flow of decision making, and the integration of the conclusion of interview and the literatures.
There two findings in this research. First of all, there are some differences between offline word-of-mouth and online word-of-mouth such as information search by chance, information detailed degree of fineness, information search speed, information quantity, information specialized degree, information rumor possibility, merchant involvement degree, information credible degree, information appraisal basis, and purchase decision-making influence. In addition, consumers might be affected by the five factors such as the search specialized degree, the search cognition of risk, the product type, intensity of and the product the search itself manner ford into the degree.
The research clarifies ten types of differences between offline word-of-mouth and online word-of-mouth to compensate for the shortage of the comparison of the viewpoint of information characteristic between offline word-of-mouth and online word-of-mouth in literatures regarding to word-of-mouth. It also provides a referral framework for experts in researching word-of-mouth. This research also suggests the managers to take the characteristic differences of offline word-of-mouth and online word-of-mouth into account in conducting word-of-mouth marketing to find out some adaptable models in word-of-mouth marketing. Besides, this research generalizes five substantial factors in choosing sources of word-of-mouth to facilitate managers to figure out the possible effects in choosing them, and it as well lead managers to react more efficiently and effectively.

As the past studies pointed out, word-of-mouth in consumer manners substantially affects the cognition and the behavior aspect. For example, Dichter (1966), the early scholar, once mentioned that the 80% purchases is relative to word-of-mouth, even if it was in a time of increasing advertising volume the figures showed this influence of recommender to run as high as 80%. Furthermore, the rise of internet has led the prosperity of online word-of-mouth. It offers people more ways before purchasing products.
Klein & Quelch（1997）pointed out that the characteristics of internet are no national boundary, the non-time limited, the interaction high, the immediate response, the cost inexpensive and the low barrier to enter. And these characteristics made internet become a convenient and abounding information platform. These were also the reason that internet was the platform of exchanging information among the global consumer, the manufacturer and the sale industry. However, these special characteristics indeed make it different between offline word of mouth and online word of mouth. Therefore, it is an important subject to distinguish the difference between offline word-of-mouth and online word-of-mouth. It is significant to the academic and practice.
However, only had the minority scholars once aimed at the comparison of offline and online word of mouth (Chatterjee, 2001；Gelb & Sundaram, 2002). However, experts found out that there were significant differences between offline word-of-mouth and online word-of-mouth, and these differences as well might affect the information characteristic of offline word-of-mouth and online word-of-mouth. Accordingly, this research indicates that it has to be known the differences of the information characteristic between offline word-of-mouth and online word-of-mouth, and then it might be to explore how the differences affect the motives of word-of-mouth of consumers in choosing sources, the types of word-of-mouth of consumers in choosing sources, and the purchasing decision. Sadly there is still short of the support of literatures in the respect. To compensate for the shortage, this research is designed to conduct depth interview for consumers to explore the motives of word-of-mouth of consumers in choosing sources, the process in selection, the flow of decision making, and the integration of the conclusion of interview and the literatures.
There two findings in this research. First of all, there are some differences between offline word-of-mouth and online word-of-mouth such as information search by chance, information detailed degree of fineness, information search speed, information quantity, information specialized degree, information rumor possibility, merchant involvement degree, information credible degree, information appraisal basis, and purchase decision-making influence. In addition, consumers might be affected by the five factors such as the search specialized degree, the search cognition of risk, the product type, intensity of and the product the search itself manner ford into the degree.
The research clarifies ten types of differences between offline word-of-mouth and online word-of-mouth to compensate for the shortage of the comparison of the viewpoint of information characteristic between offline word-of-mouth and online word-of-mouth in literatures regarding to word-of-mouth. It also provides a referral framework for experts in researching word-of-mouth. This research also suggests the managers to take the characteristic differences of offline word-of-mouth and online word-of-mouth into account in conducting word-of-mouth marketing to find out some adaptable models in word-of-mouth marketing. Besides, this research generalizes five substantial factors in choosing sources of word-of-mouth to facilitate managers to figure out the possible effects in choosing them, and it as well lead managers to react more efficiently and effectively.

As the past studies pointed out, word-of-mouth in consumer manners substantially affects the cognition and the behavior aspect. For example, Dichter (1966), the early scholar, once mentioned that the 80% purchases is relative to word-of-mouth, even if it was in a time of increasing advertising volume the figures showed this influence of recommender to run as high as 80%. Furthermore, the rise of internet has led the prosperity of online word-of-mouth. It offers people more ways before purchasing products.
Klein & Quelch（1997）pointed out that the characteristics of internet are no national boundary, the non-time limited, the interaction high, the immediate response, the cost inexpensive and the low barrier to enter. And these characteristics made internet become a convenient and abounding information platform. These were also the reason that internet was the platform of exchanging information among the global consumer, the manufacturer and the sale industry. However, these special characteristics indeed make it different between offline word of mouth and online word of mouth. Therefore, it is an important subject to distinguish the difference between offline word-of-mouth and online word-of-mouth. It is significant to the academic and practice.
However, only had the minority scholars once aimed at the comparison of offline and online word of mouth (Chatterjee, 2001；Gelb & Sundaram, 2002). However, experts found out that there were significant differences between offline word-of-mouth and online word-of-mouth, and these differences as well might affect the information characteristic of offline word-of-mouth and online word-of-mouth. Accordingly, this research indicates that it has to be known the differences of the information characteristic between offline word-of-mouth and online word-of-mouth, and then it might be to explore how the differences affect the motives of word-of-mouth of consumers in choosing sources, the types of word-of-mouth of consumers in choosing sources, and the purchasing decision. Sadly there is still short of the support of literatures in the respect. To compensate for the shortage, this research is designed to conduct depth interview for consumers to explore the motives of word-of-mouth of consumers in choosing sources, the process in selection, the flow of decision making, and the integration of the conclusion of interview and the literatures.
There two findings in this research. First of all, there are some differences between offline word-of-mouth and online word-of-mouth such as information search by chance, information detailed degree of fineness, information search speed, information quantity, information specialized degree, information rumor possibility, merchant involvement degree, information credible degree, information appraisal basis, and purchase decision-making influence. In addition, consumers might be affected by the five factors such as the search specialized degree, the search cognition of risk, the product type, intensity of and the product the search itself manner ford into the degree.
The research clarifies ten types of differences between offline word-of-mouth and online word-of-mouth to compensate for the shortage of the comparison of the viewpoint of information characteristic between offline word-of-mouth and online word-of-mouth in literatures regarding to word-of-mouth. It also provides a referral framework for experts in researching word-of-mouth. This research also suggests the managers to take the characteristic differences of offline word-of-mouth and online word-of-mouth into account in conducting word-of-mouth marketing to find out some adaptable models in word-of-mouth marketing. Besides, this research generalizes five substantial factors in choosing sources of word-of-mouth to facilitate managers to figure out the possible effects in choosing them, and it as well lead managers to react more efficiently and effectively.

並列關鍵字

offline word-of-mouth ； online word-of-mouth

參考文獻

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