網路口碑對消費者購買決策影響之探討－比較Facebook與部落格

The Effects of Electronic Word-of-Mouth on Consumer Purchase Decisions-Comparing Facebook with Blog

程婉婷(Wan-Ting Cherng)

指導教授 ： 黃仁宏

國立交通大學/管理學院/管理科學系所/碩士(2011年)

https://doi.org/10.6842/NCTU.2011.00466

摘要

隨著網際網路的崛起，世界各地人與人之間的溝通不再有界線，口耳相傳的效果比過去更驚人，資訊取得的便利性、廣泛性、即時性讓消費者擁有更多選擇，口碑行銷的興起也顛覆傳統的營銷模式。
自從Web 2.0的概念被提出，新一代的社交網路服務受到矚目，網友擁有更自由的專屬空間發表任何議題。部落格近年的發展已達成熟，也發表了許多關於部落格行銷的研究，然而，新網路社交平台如Facebook的崛起強烈地影響部落格的存續，如何因應並發展與時俱進的行銷手法，是本研究主要目的。
本研究透過網路問卷的形式，共回收384份有效問卷，分別針對部落格與Facebook進行探討口碑傳播者專業度、口碑傳播者與接收者間聯繫強度，以及口碑內容豐富程度對口碑資訊接收者購買決策之影響，並觀察不同傳播者類型與產品種類的效果。透過敘述統計、信度檢驗、ANOVA、迴歸分析等統計方法，驗證研究假說，本研究得到主要實證結果如下：
(1)部落格上的口碑傳播者其專業程度優於Facebook上的口碑傳播者。
(2)部落格上的口碑內容豐富度優於Facebook上的口碑內容。
(3)Facebook上的口碑傳播者與接收者間的聯繫強度優於部落格上口碑傳播者與接收者間的聯繫強度。
(4)部落格與Facebook上的口碑資訊對於接收者購買決策影響並無顯著差異。

關鍵字

部落格 ； 口碑行銷

並列摘要

With the rise of the Internet, the communication between people around the world no longer have boundaries, the effect of word of mouth is more striking than in the past. Consumers have more choice since the information obtained is so convenient, extensive, and real time. The rise of word of mouth marketing is also subverting the traditional marketing model.
Since the concept of Web 2.0 was proposed, a new generation of social networking service attracts much more attention; users have more freedom of exclusive space to make any issue. Blog developments in recent years have reached maturity and many Blogs marketing related studies have been published. However, the rise of new social network platforms such as Facebook strongly influences the viability of Blogs. The major goal of this research is that how to respond to this condition and develop the marketing strategies of the times.
There were 384 valid Internet questionnaires were collected, respectively, for Blogs and Facebook in order to investigate the influence of (1) the professionalism of word of mouth communicators, (2) the contact strength between word of mouth communicators and receivers, and (3) the information richness of word of mouth to purchasing decisions of word of mouth information receivers. In additional, this research also observes the effect of different types of communicators and product categories. Through statistical methods such as descriptive statistics, reliability testing, ANOVA, and regression analysis, to test the hypothesis, the main empirical results of this study are as follows:
(1) Concerning the professional level of word of mouth communicators, Blog is better than Facebook.
(2) Concerning the information richness of word of mouth, Blog is better than Facebook.
(3) While concerning the tie strength between word of mouth communicators and receivers, Facebook is better than Blog.
(4) The word of mouth information on both Blog and Facebook has no significant difference in influence of purchasing decisions of receivers.

並列關鍵字

Facebook ； Blog ； WOM

參考文獻

3. 呂孟蘋，「台灣網路社群系統行動化發展之市場研究」，國立交通大學，碩士論文，民國98年。

5. 凃保民，「從關係網絡觀點探討社會網絡網站使用之研究─以大學生使用Facebook為例」，國立臺灣大學，博士論文，民國99年。

10. 熊得豪，「部落客動機與行為之研究」，國立臺灣大學，碩士論文，民國99年。

1. 江旻峻，「Web2.0時代網路發展策略-從整合性關係建立網站之觀點出發」，國立台灣大學，碩士論文，民國96年。

4. 林宏祥，「Blog的使用動機與行為之研究」，國立清華大學，碩士論文，民國94年。