網路口碑溝通之研究－文獻回顧

Online Word-of-Mouth Communication: A Literature Review

劉益宏(Yi-Hung Liu)

指導教授 ： 蔡瑤昇

國立臺北科技大學/管理學院/工業工程與管理研究所/碩士(2007年)

https://doi.org/10.6841/NTUT.2007.00174

摘要

由於網際網路的興起，口碑訊息可藉由不同形式的網路平台快速傳播，這也就是所謂的網路口碑。在實務與學術方面，網路口碑皆逐漸受到重視，網路口碑的研究也與日俱增，而研究議題雖然豐富且廣泛，但卻也讓人難以了解其全貌。
透過文獻回顧的方式，可知道過去研究的成果，亦可從中尋找新的研究主題，並且避免前人的錯誤。然而，過去與口碑相關的文獻回顧文章仍聚焦於人際接觸的部份，但因為網際網路的興起，人際間溝通的距離迅速縮小，大量的資訊在短時間內就可以傳送與接收，使得網路口碑溝通已經與實體口碑溝通不盡相同。本研究將著重網路口碑溝通的部份加以回顧，研究目的在於探討網路口碑溝通中發送端與接收端的動機與行為，以及其中可能包含的干擾變數。
本研究主要藉由網路口碑溝通的涵義與參考前人之口碑傳播研究，加以適當修正，進而提出一網路口碑溝通模式。
藉由網路口碑溝通模式，依序對發送端、網路口碑訊息、接收端的相關文獻加以回顧與整理，發展數項命題，並提出未來研究建議。此網路口碑溝通模式可清楚描述發送端、網路口碑訊息與接收端之間的關係，包含發送端傳播網路口碑訊息的傳播行為、網路口碑訊息本身的特性、網路口碑訊息對於接收端的說服效果，以及接收端主動搜尋網路口碑訊息的搜尋行為。
學者透過本研究，可對於網路口碑溝通更加暸解，並對未來相關研究有所助益。

關鍵字

網路口碑 ； 網路口碑溝通 ； 文獻回顧

並列摘要

With emergence of the Internet, word-of-mouth can be spread quickly through various kind of online platforms, it also be termed “Online Word of Mouth.” In practice and academia, online word-of-mouth is all paid attention to gradually, the research of online word-of-mouth grows with each passing day too. Although the study topics is abundant and extensive, it make people difficult to understand overall pictures.
Through literature review, we can know the result of past studies, look for the new research theme from them, and avoid past mistake. However, literature of word-of-mouth still focus on the part of interpersonal contact, but emergence of the Internet, the distance communicating among persons shrinks rapidly, a large number of messages can be sent and received within short time, makes the online word-of-mouth communication not the same with traditional (offline) word-of-mouth. In this research, it focus on literature of online word-of-mouth. Research purpose is to probe into sender and receive motive and behavior of online word-of-mouth communication, and moderators that may include among them.
The online word-of-mouth communication framework that revise and refer to the mean of online word-of-mouth and past word-of-mouth research.
With the online word-of-mouth communication framework, review the literature about sender, online word-of-mouth message, receiver in order, develop several propositions, and offer the suggestion of studying in the future. This online word-of-mouth communication framework can describe clearly that the relation of sender, online word-of-mouth message and receiver, which include sending behavior , the characteristic of the online word-of-mouth message, the persuasion result of the receiver from online word-of-mouth message, and the behavior of searching of receiver voluntarily.
By this research, the scholar can understand to the online word-of-mouth communication further, and helpful in relevant research to future.

並列關鍵字

online word of mouth ； online word-of-mouth communication ； literature review

參考文獻

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