網路口碑行銷效果探究

Measuring and Analyzing eWOM Marketing Effects

黃耀德(Yaw-Der Huang)

指導教授 ： 江義平

共同指導教授 ： 蔡坤宏(Kuen-Hung Tsai)

國立臺北大學/商學院/資訊管理研究所/碩士(2013年)

摘要

隨著網路與社群網站的興起，網路口碑(Electronic Word-of-Mouth； eWOM)成為了消費者消費行為的主要參考資訊來源，而網路口碑行銷(Electronic Word-of-Mouth Marketing；eWOMM)也成為全球網路行銷研究者所共同關注的焦點。但迄今對於網路口碑行銷的研究，仍然缺乏一個完整的模式來衡量其行銷效果。故本研究目的在於建構一個衡量網路口碑行銷的模式，探討網路口碑的價值、轉換過程及其行銷效果，並分析四組調節變項在網路口碑價值、轉換及行銷效果上所產生的差異。
本研究經發放問卷進行調查資料收集，共回收1611份有效樣本。並運用因素分析、信效度分析、驗證性因素分析與結構方程模式分析等方法，確立了衡量網路口碑的行銷模式以及情境影響之差異。本研究發現:(1)網路口碑的聲譽性價值會直接影響分享行為、參考行為以及購買意圖；(2)網路口碑的相關性價值會直接影響分享行為、參考行為以及購買意圖； (3)網路口碑的分享行為會直接影響購買意圖；(4)網路口碑的參考行為會直接影響購買意圖；(5)經由四因子操弄(產品類別、口碑類型、訴求方式、個人資本)，各情境的行銷路徑有所不同。最後本研究也進一步對有關網路口碑行銷研究提供了結論和建議，而研究之實證結果可當作未來理論研究發展的基礎文獻，更可輔助企業在進行制定行銷策略之實務參考。

關鍵字

口碑行銷 ； 網路口碑 ； 網路行銷

並列摘要

Powered by internet and social network surging, electronic word-of-mouth (eWOM) not only turns into a major reference for consumers’ online shopping behavior, but also becomes a global attention in internet marketing research; However, the research on word-of-mouth marketing (WOMM) has still rarely represented a comprehensive set of factors and valuation. The purpose of this study tries to focus on how to evaluate the effects of electronic word of mouth (eWOMM).
This study collected 1,611 valid Taiwanese mobile internet users’ samples through an online survey. Using confirmatory factor analysis, the study enhanced the model for the measurement of eWOMM. In addition, through SEM analysis we found that the reputation of the value and relevance of the value directly affect share、refer and purchase; moreover, share and refer directly affect purchase; different Scenario( product type、eWOM type、appeal type and individual capital) will make different marketing path. Based on our research results, further conclusions and implications for theoretical and practical studies are also provided.

並列關鍵字

Word-of-mouth marketing ； Electronic word-of- mouth ； E-marketing

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