社群網站之口碑影響研究－以FACEBOOK為例

Community website word-of-mouth impact study - FACEBOOK as an example

劉韋志(Wei-Jyh Liu)

指導教授 ： 范懿文

國立中央大學/管理學院/資訊管理學系碩士在職專班/碩士(2011年)

摘要

隨著網際網路技術及虛擬社群的不斷演進，遙想過去的BBS到今日當紅FACEBOOK，業已經形成了一股透過虛擬社群來實現人際互動、訊息共享、關係深化的風潮，且此種經由虛擬社群而產生的互動行為，也廣被企業思考是否能運用社群媒體來達到行銷的目的。本研究擬透過國內社群會員人數最多的FACEBOOK為研究對象，探討社群網站的口碑影響，發文者是否揭露商品試用訊息對社群參與者之影響，以及FACEBOOK的功能「讚（Like）」的次數是否真能呈現受歡迎的程度以及口碑資訊的信任。本研究以實徵研究之調查研究法為主要方法，以現行的環境瞭解社群參與者的真實感受，資料收集是以網路問卷方式，針對國內主要的幾大虛擬社群調查，但因收集樣本超過九成皆使用FACEBOOK，故以FACEBOOK為研究主體，回收樣本為700份，排除不參與社群者，樣本為618份，再排除不使用FACEBOOK的部分，有效樣本為598份。研究結果顯示，社群涉入程度對社群媒體的推廣有正向影響；社群口碑會影響購物方向；商品試用充分揭露對社群參與者有正向影響；FACEBOOK之按「讚」數超過500次可以取得近八成的信任；FACEBOOK對其他類型社群具弱排擠效應。

關鍵字

商品試用充分揭露 ； 虛擬社群 ； 社群涉入程度 ； 口碑

並列摘要

The internet technology and virtual communities keep continuing evolution day by day, when thinking back from the BBS of past to the new virtual communities nowadays, it''s a trend to achieve interpersonal interaction, information sharing and deepening of the relationship through virtual communities. Companies think about how to achieve marketing purposes by the interactive behavior produced by virtual communities.
The research object is the FACEBOOK which has the most numbers of community members in Taiwan, and then try to find out the virtual communities effect of word-of-mouth, whether issued to expose commercial trial message on effect of community participants, the features of FACEBOOK’s “Like “ is showing the number of popularity and reputation of word-of-mouth trust. In this study, survey research is the main method of empirical research, to understand the true feelings of the community participants in the current environment.
Data collection is based on network questionnaire and investigations against several of the major virtual community. But due to more than 90% collecting samples are using FACEBOOK, so FACEBOOK is the main research object. Recovery for the 700 samples, excluding those who do not participate in the virtual community, the sample was 618 copies. Exclude parts of the sample that do not use FACEBOOK were 598 valid samples. Research results reveal that level of community involvement is to impact on the promotion of community media; community word-of-mouth will affect shopping directions; full disclosure of product trial for community participants have a positive impact. The feature of FACEBOOK’s "like" is more than 500 times can get eighty percent of the trust. FACEBOOK is crowding out other communities with weak crowding effect.

並列關鍵字

word-of-mouth ； community involvement ； virtual communities ； product trial fully exposed

參考文獻

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