Loading...
|
Please use this identifier to cite or link to this item:
https://nccur.lib.nccu.edu.tw/handle/140.119/34352
|
| Title: | 網路商店進行網路口碑管理之研究：以網路化妝品商店為例
A Study on Electronic Word-of-Mouth Management of Online Stores: Online Cosmetic Stores |
| Authors: | 謝松齡
Hsieh, Sung Ling |
| Contributors: | 吳豐祥
Wu, Feng Shang
謝松齡
Hsieh, Sung Ling |
| Keywords: | 網路商店
網路口碑
口碑管理
化妝品
經驗性產品
onlline store
electronic Word-of-Mouth
Word-of-Mouth management
cosmetic
experice quality product |
| Date: | 2006 |
| Issue Date: | 2009-09-18 09:32:45 (UTC+8) |
| Abstract: | 在Web2.0的浪潮下，網路購物者越來越習慣主動搜尋商品資訊、發表產品心得。2007年資策會的調查顯示，有八成的網友在購物前會先上網瀏覽商品評鑑、七成以上的網友會受到部落格評價或評比影響購物意願。這證明了網路口碑深深影響消費者的購物行為，身為網路商店的經營者，不可不重視這股影響力。
對於網路化妝品商店來說，其所販售的產品屬於經驗性商品，消費者在無法透過實體商店進行試用的情況下，相當依賴網路口碑了解產品資訊與效果；此點從國內最大的口碑社群網站 「FashionGuide」與「UrCosme」皆以化妝品使用心得為討論主題即可窺知。並且，觀察到國內網路化妝品網站多半設計有「使用心得分享」的機制，顯示大部分的業者都認為在網路上放上使用者的心得，將對於產品銷售有所助益。
以上可知，網路口碑對於消費者的購買決策具有相當的影響力，並已逐漸被應用在網路商店的經營上。然而國內外針對網路口碑的研究多半偏重在消費者行為方面，從企業觀點看待網路口碑管理的相關研究非常少數。本研究試圖探索網路化妝品商店進行網路口碑管理之動機與作法，提供實務上與學術上的貢獻。
本研究的研究問題有四：1.網路化妝品商店進行網路口碑管理的動機為何？2.網路化妝品商店如何監視網路口碑？ 3.網路化妝品商店如何回應網路口碑？4.網路化妝品商店如何促進網路口碑傳播？
透過深度訪談三家國內網路化妝品業者，並配合相關的次集資料蒐集與整理，本研究獲得以下主要結論：1.網路化妝品商店進行網路口碑管理的動機為獲知市場資訊與提升品牌認同感。2.網路化妝品商店利用美容討論網站與品牌網站監視網路口碑，根據細節內容界定其參考價值。3.網路化妝品商店會選擇性回應負面網路口碑；回應重點為情緒安撫、表示負責。4.網路化妝品商店藉由「心得分享」式顧客推薦方案、美容知識傳遞與促銷活動促進網路口碑傳播。5.網路化妝品商店所設計的網路口碑回應機制，有助於網路口碑監視與傳播促進。
在網路口碑管理理論方面，本研究的主要貢獻有三：1.彌補網路口碑回應與傳播促進的研究缺口。2.提供網路口碑管理研究者模型修定之考量。3.發現網路口碑與傳統行銷廣告的新關聯性。
Entering Web 2.0, online shoppers are more used to search product information before purchasing and share their comments after shopping. The MIC survey indicates that over 70% of online shoppers will explore the comments of others before purchasing and be affected. This shows that electronic Word-of-Mouth (eWOM) has a great influence on customers’ purchasing decision and worthy watching.
Cosmetic in online stores could not be trail before purchasing, which is contrary to its experice quality product characters and lead to the booming of cosmetic community sites. In addition, many of the online cosmetic websites include the function called “True Story” to encourage customers share their experiences after using products, which means online cosmetic stores already know the power of eWOM and start to apply it in business operation.
Even the influence and application of eWOM are already been proven, there are only still little researches relate to eWOM management. This study built a systematic structure to find the motivation and process for eWOM management of online cosmetic stores, tried to identify the context of this vague but important issue.
The study aims to investigate the following questions: 1. What are the motivations for online cosmetics stores to manage eWOM? 2. How do they monitor eWOM? 3. How do they respond to eWOM? 4. How do they disseminate eWOM?
Through interviewed three online cosmetic stores in Taiwan and applied secondary data analysis, the preliminary research findings include: 1. The motivations to manage eWOM for online cosmetic stores are collecting market information and building brand trust. 2. Online cosmetic stores take advantage of cosmetic community sites and official websites to monitor eWOM, identify the importance of eWOM by the detail descriptions. 3. Online cosmetic stores will optionally respond to negative eWOM to pacify and show the sense of responsibility. 4. Online cosmetic stores apply customer referral program, beauty knowledge conveying and promotion activities to increase the positive eWOM. 5. The respond mechanisms in online cosmetic websites also contribute to monitor and dissemination of eWOM.
The study also contributed to the eWOM management theory by: 1. Supplement to the lack of eWOM respond and dissemination mechanisms. 2. Provide new references for eWOM management model revising. 3. Found the new relationship between eWOM and traditional marketing communication tools. |
| Reference: | 一、 中文文獻
化粧品衛生管理條例（2002年修正）
王嘉佩（1998）。網路商店功能設計與消費者購買意願關係之研究。國立中山
大學資訊管理研究所碩士論文，高雄市。
江怡君（2006）。口碑行銷模式之探索性研究。國立台灣科技大學企業管理系
碩士論文，台北市。
吳思華（2000）。策略九說－策略思考的本質。台北市：臉譜。
吳雅靜（2007）。線上推薦來源對購買意願的影響。國立台北科技大學商業自
動化與管理研究所碩士論文，台北市。
李昌雄（1998）。商業自動化與電子商務。台北市：智勝文化。
周文卿（2007）。次世代網路購物行為六大步。資策會資訊市場情報中心報告，台北市。
邱巧貞（2007年11月15日）。虛擬美妝市場後勢看漲。經濟日報。2008年7月15日，取自：http://iservice.libertytimes.com.tw/2007/new/nov/15/today-
fashion5.htm
芮波特與賈沃斯基（2003）。電子商務概論。（黃士銘、洪育忠與傅新彬譯）台北市：麥格羅希爾。(原著出版年：2002年)。
胡幼慧、姚美華（2001）。一些質性方法上的思考，載於質性研究、理論、 方法及本土女性研究實例。 台北市：巨流。
耿慶瑞、吳雅靜、王婷儀等人（2007）。社群的專家推薦與其他消費者推薦之虛擬經驗比較分析。資訊管理學術與實務研討會論文集，2007/01，107-118
馬培治（2007年11月30日）。樂天、阿里巴巴搶進本地電子商務市場。 ZDNet。 2008年7月15日，取自：http://www.zdnet.com.tw/news/software/0,2000085678,20126255,00.htm
許士軍（2001）。管理學。台北市：東華書局。
郭育尚（2003）。網路原生商店不同經營型態之經營模式與經營策略差異性之比較。國立成功大學企業管理研究所碩士論文，台南市。
郭純禎（2002）。消費者選擇網路通路購買之研究~以含藥化妝品為例。立德管理學院科技管理研究所碩士論文，台南市。
陳怡君（2008年8月13日）。牛爾網站明年搶攻大陸。聯合理財網。2008年8月19日， 取自：http://udn.com/ FINANCE/FIN9/4468889.shtml
費翠（2001）。網路市場行家理論驗證與延伸－其網路資訊搜尋、口碑傳播、線上購物行為及個人特質研究。國立政治大學廣告學系碩士論文，台北市。
黃光雄、簡茂發（1996）， 教育研究法，修訂版四版。台北：師大書苑。
黃俊英（1994）。企業研究方法。台北市：東華。
楊晴惠（2007）。2007年台灣網友行為與B2C消費發展趨勢。資策會資訊市場情報中心報告，台北市。
經濟部商業司(1997)。網際網路商業應用計畫。
資策會資訊市場情報中心（2003）。2003年電子商務年鑑。
鐘啟東（2005）。化妝保養品產業概況與展望。2008年7月10日，取自：http://www.taifer.com.tw/search/046003/59.htm
二、 英文文獻
Anderson, E. W. (1998). Customer Satisfaction and Word of Mouth. Journal of Service Research, 1(1), 5–17.
Argyris, C. (1993). On organizational learning. Cambridge, MA: Blackwell Publishers
Arndt, J. (1967). Word of Mouth Advertising: A Review of the Literature. New York: Advertising Research Federation.
Bayus, B. L. (1985). Word of Mouth: The Indirect Effects of Marketing. Journal of Advertising Research. 25(3), 31-39.
Bickart, B. & Schindler, R. M. (2001). Internet Forums as Influential Sources of Consumer Information. Journal of Interactive Marketing, 15(3), 31-52.
Blackwell, R. D., Miniard, P. W. & Engle, J. F. (2006). Consumer Behavior, Cincinnati, Ohio: South-Western College Publisher.
Bloch, P. H., Sherrell, D. L. & Ridgway, N. M. (1986). Consumer Search: An Extended Framework. Journal of Consumer Research, 13(1), 119-126.
Bone, P. F. (1995). Word-of-Mouth Effects on Short-Term and Long-Term Product Judgments. Journal of Business Research. 32, 213-223.
Bowman, D. & Narayands, D. (2001). Managing Customer-Initiated Contacts with Manufacturers： The Impact on Share of Category Requirements and Word-of Mouth Behavior. Journal of Marketing Research, 38, 281-297.
Briggs, R. & Hollis, N. (1997). Advertising on the Web: Is Here Response Before Click-Through?. Journal of Advertising Research, 37(2), 33-45.
Brown, J., Broderick, A. J. & Lee, N. (2007). Word of mouth communication within online communities: Conceptualizing the online social network. Journal of Interactive Marketing. 21(3), 2-20.
Chait, H. N. (1998). How organizations learn: An integrated strategy for building learning capability. Personnel Psychology, 51(3), 771-774.
Chen, Y. & Xie, J. (2005). Third-Party Product Review and Firm Marketing Strategy. Marketing Science, 24(2), 218–240.
Christiansen, T. & Tax, S. S. (2000). Measuring Word of Mouth: the Questions of Who and When?. Journal of Marketing
Communications, 6 (3), 185-99.
Crawford, W. (1997). Thirteen steps to obtaining client referrals. The CPA Journal. 67(8), 70-72
Dellarocas, C. (2003). The digitization of word of mouth: Promise and challenges of online feedback mechanisms. Management Science, 49(10), 1407
Eyal, B., Gerstner, E. & Libai, B. (2001). Customer Referral Management: Optimal Reward Programs. Marketing Science, 20(1), 82-95.
Feick, L. F. & Linda, L. P. (1987). The Market Maven: A Diffuser of Marketplace Information. Journal of Marketing, 51(January), 83-97.
Gelb, B. D. & Sundaram, S. (2002). Adapting to word of mouse. Business Horizon, 45(4), 21-25.
Godes, D. & Mayzlin, D. (2004). Using Online Conversations to Measure Word of Mouth Communication. Marketing Science, 23(4), 545–560.
Godes, D., Mayzlin, D., Chen, Y., Das, S., Dellarocas, C., Pfeiffer, B., Libai, B., Sen, S., Shi, M., Verlegh, P., et al. (2005). The Firm’s Management of Social Interactions. Marketing Letters, 16(3-4) 415-428
Granovetter, M. (1973). The Strength of Weak Ties. American Journal of Sociology, 78(6), 1360–1380.
Halpern, M. (2006, Jul 17). Web word of mouth. Marketing Magazine, 111, 4-4
Hanson, W. A. (2000). Principles of Internet Marketing. Ohio: South-Western College Publishing.
Hill, C. W. L. & Jones, G. R. (2007). Strategic Management: An Integrated Approach. (7th ed.). NewYork: Houghton Mifflin.
Kalakota, R. & Whinston, A. B. (1996). Frontiers of Electronic Commerce. Addison-Wesley Pub. Inc..
Kelley, S. W., & Davis, M. A. (1994). Antecedents to consumer expectation for service recovery. Journal of the Academy Marketing Science, 22(1), 52-61.
Kolb, D. A. (1984). Experiential learning. Englewood Cliffs. NJ: Prentice Hall.
Koontz, H. & O’Donnell, C. (1976). Management: A System and Contingency Analysis of Managerial Functions. New York: McGraw-Hill
Larry, Y. (2005). How Companies Turn Buzz Into Sales. MIT Sloan Management Review, 46(2), 5
Mayzlin, D. (2006). Promotional Chat on the Internet. Marketing Science, 25(2), 155-163
Mowen, J. C. & Minor, M. (1998). Consumer Behavior: A Framework. New York: Prentice Hall.
Nelson, P. (1970). Information and consumer behavior. Journal of Political Economy, 78(2), 311-329
Richins, M. L. & Root-Schaffer, T. (1988). The Role of Involvement and Opinion Leadership in Consumer Word-of-Mouth: An Implicit Model Made Explicit. Advances in Consumer Research, 15, 32-6.
Ridings, C. M, Gefen, D. & Arinze, B. (2002). Some antecedents and effects of trust in virtual communities. The Journal of Strategic Information Systems, 11(3-4), 271-295.
Robbins, S. P. & De Cenzo, D. A. (1998). Fundamentals of Management. Prentice-Hall. Inc.
Shaw, R. B. & Perkins, D. N. T. (1992). Teaching organizations to learn: The power of productive failures. In Organizational architecture (pp. 175-192). San Francisco: Jossey-Bass.
Snyder, P. (2004, Jun 28). Wanted: Standards for Viral Marketing. Brandweek. 45, 21-21
Walsh, G., Gwinner, K. P. & Swanson, R. S. (2004). What makes mavens tick? Exploring the motives of market mavens` initiation of information diffusion. The Journal of Consumer Marketing. 21(2/3), 109
Yesil, M. (1997). Creating the virtual store. New York: John Wiley & Sons |
| Description: | 碩士
國立政治大學
科技管理研究所
95359012
95 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0095359012 |
| Data Type: | thesis |
| Appears in Collections: | [科技管理研究所] 學位論文
|
All items in 政大典藏 are protected by copyright, with all rights reserved.
|
