社會關係因素影響電子口碑：
台灣和越南為實證研究

陳氏紅珠

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社會關係因素影響電子口碑：台灣和越南為實證研究

Social Relationship Factors Influence on Electronic Word-Of-Mouth on Social Networking Sites: Empirical Study in Taiwan and Vietnam

陳氏紅珠 , Masters　　Advisor：徐怡　　

英文

社群網站；口碑；電子口碑；社會資本；規範性影響；信息化影響；信任； WOM ； EWOM ； Social networking sites ； Trust ； Social capital ； Interpersonal influence

Abstract │ Reference (151) │ Altmetrics

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Social networking sites (SNSs) are developing a rapid and wide popularity nowadays. It changes the way that consumers give purchasing decisions and have brought about new marketing method. Internet or SNSs provide a structure of bidirectional communication that allows people exchange information through large-scale word-of-mouth (WOM) network. With SNSs, consumers can easily refer information about products and brands before buying through electronic word-of-mouth (EWOM). Understanding EWOM communication on SNSs is important thing to plan the marketing strategies efficiently. This research is aimed to find out the SNS usage of Taiwanese and Vietnamese, and how the social relationship factors influence on EWOM communication through SNSs and whether there are difference in these factors and EWOM communication behaviors between Taiwanese consumers and Vietnamese consumers. Three component variables of social relationship factors were proposed including social capital (bonding social capital and bridging social capital), trust, interpersonal influence (normative influence, informational influence) to learn about EWOM. This research also attempts to provide general view about consumer behaviors through EWOM on SNSs in Vietnam and Taiwan – two potential markets. 
Quantitative method was applied for this study. Data was collected through a structured questionnaire and was obtained mainly through the existing EWOM literature including papers, figures, and reports. Conceptual model was developed by reviewing literature exhaustively. Simple regression analysis and T-Test was employed to figure out the influence of social relationship factors – bonding social capital, bridging social capital, trust, normative interpersonal influence, informational interpersonal influence – on EWOM and whether there are difference of samples in Taiwan and Vietnam.
Total 285 respondents from Taiwan and Vietnam were surveyed for this study. Most of them are the college students and have the age from 20 to 30, who spend much time on SNSs every day. The findings showed that bonding social capital, normative influence, and informational influence have positively impacts on EWOM referral behaviors in Taiwan and Vietnam. The other important findings are that bridging social capital and trust have no significant influence on EWOM referral communication in these countries. In addition, there are differences between Taiwanese and Vietnamese consumers. The Taiwanese users are found to have more bonding social capital, trust and normative interpersonal influence than Vietnamese counterparts do. The results also indicated that SNSs are the popular and efficient tools to connect people over the world with millions users and Facebook is the most popular SNS in Vietnam and Taiwan. Moreover, reading statues and comments is the activity that most of users often do when they sign in their accounts on SNSs. Besides, users in Taiwan and Vietnam also engage in the activities of chatting, updating statues and posting comments.

Reference ( 151 ) 〈TOP〉

[3] Kiel, G. C., & Layton, R. A. (1981). Dimensions of Consumer Information Seeking Behavior. Journal of Marketing Research (JMR), 18(2), 233-239.
連結：
[4] Keaveney, S. M. (1995). Customer Switching Behavior in Service Industries: An Exploratory Study. Journal of Marketing, 59(2), 71-82.
連結：
[5] Engle, J. F., Kegerreis, R. J., & Blackwell, R. D. (1969). Word-of-Mouth Communication by the Innovator. The Journal of Marketing, 33(3), 15-19.
連結：
[6] Herr, P. M., Kardes, F. R., & Kim, J. (1991). Effects of Word-of-Mouth and Product-Attribute Information on Persuasion: An Accessibility-Diagnosticity Perspective. Journal of Consumer Research, 17(4), 454-462.
連結：
[7] Trusov, M., Bucklin, R. E., & Pauwels, K. (2009). Effects of Word-of-Mouth Versus Traditional Marketing: Findings from an Internet Social Networking Site. Journal of Marketing, 73, 90-102.
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