政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/49525
English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  Items with full text/Total items : 112871/143842 (78%)
Visitors : 49935884      Online Users : 550
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
    •  Adv. Search
    Home ‧ Login ‧ Upload ‧ Help ‧ About ‧ Administer Goto mobile version


    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/49525


    Title: 網路口碑與產品銷售之關係探討：以Amazon.com為例
    Authors: 林哲煒
    Contributors: 樓永堅
    林哲煒
    Keywords: 口碑
    品牌
    網路購物
    網路評價
    網路評論
    亞瑪遜
    amazon
    Date: 2008
    Issue Date: 2010-12-08 13:14:19 (UTC+8)
    Abstract: 一直以來，台灣企業主流多是以製造加工為主的代工產業，導致台灣品牌發展還尚未能與世界先進國家看齊。在網路口碑影響力日漸增長的今日，經營網路口碑或許是台灣廠商拉近與國外競爭對手距離的一項利器。本研究分析在Amazon.com上有販售商品之國內十大品牌廠商，觀察這些廠商與其競爭者之商品在Amazon.com的產品評鑑資料庫中的表現。同時，分析商品本身特性、商品口碑評鑑之相關元素與其銷售排行之關係。最終，本研究發現，以下六點結論：
    一、 產品的口碑數量對於產品銷售有正面的影響。
    二、 產品的口碑分數高低對於非主觀判斷型的產品銷售有正面的影響。
    三、 當口碑分數有高有低時，口碑分數越高對口碑數量與產品銷售之間的關係有正面的影響。
    四、 在知覺風險高的產品類別中，對於正負口碑有無幫助的共識差異越大，越能幫助口碑分數對於產品銷售的影響。
    五、 在口碑分數接近中立的情形下，正面口碑提供者的真實姓名揭露比負面口碑提供者的真實姓名揭露更能幫助口碑分數對於產品銷售的影響
    六、 台灣品牌在國外消費者心中尚未能建立正面且顯著的影響力，但已漸漸朝此方向前進。
    The business model of original equipment manufacturing/original design manufacturing (OEM/ODM) has long prevailed in the history of Taiwan Industry. This has resulted in the inability to match up with most of the developed countries in terms of brand development. In a world with more emphasis upon online word-of-mouth effect, managing online word-of-mouth wisely may light a new path for Taiwan companies to stay competitive in the globe arena. This study studied the top 10 Taiwan brands who also distribute their products on Amazon.com. The word-of-mouth performances of these products, along with their competing counterparts, were analyzed. In addition, the effects of the attributes of the products and the fundamental elements of their corresponding word-of-mouths on the sales ranking were tested. The study ended up with six conclusions:

    1. The online review volume of a product has a positive effect on sale.
    2. The online review valance of a product has a positive effect on sale for products that are not depended heavily personal preference.
    3. When the online review valance of a product fluctuates, the effect of the valance on the relationship between the review volume and sale is stronger.
    4. In the product category with higher perceived risk, the bigger the difference in the consensus of whether the positive reviews or the negative reviews are more helpful, the stronger the effect is on the relationship between review volume and sale.
    5. When the review valance is close to neutral, the disclosure of the author’s name of the positive reviews has more positive effect on the relationship between the review valance and sale than the disclosure of the author’s name of the negative reviews
    6. Although products from Taiwan still cannot establish a strong brand perception in the mind of foreign customers, but it has been changed slowly in a positive direction.
    Reference: 一、 中文文獻
    洪順慶(民95)。台灣品牌競爭力：台灣企業從代工走向自創品牌的策略。台北：天下雜誌。
    價值評估(民97)。Branding Taiwan。民98年1月14日，取自： http://www.brandingtaiwan.org/document.aspx?type=02&id=evaluate
    二、 英文文獻
    Ahmed, S. A., & Astous, A. (1996). Country-of-origin and brand effects: A multi- dimensional and multi- attribute study. Journal of International Consumer Marketing Letters, 9(2), 93-115.
    Ahmed, Z. U., Johnson, J. P., & Boon, L. C. (2004). Does country of origin matter for low-involvement products. International Marketing Review, 21(1), 102-120.
    Amazon.com (2000). Amazon.com introduces new logo; new design communicates customer satisfaction and A-to-Z selection. Author Retrieved April 15, 2009, from the World Wide Web: http://phx.corporate-ir.net/phoenix.zhtml?c=97664&p=irol-newsArticle&ID=70550&highlight=
    Anonymous (1998, May 23). Word of mouse. Economist, 347, 57.
    Arndt, J. (1967). Role of product-related conversations in the diffusion of a new product. Journal of Marketing Research, 4(3), 291-295.
    Bickart, B., & Schindler, R. M. (2001). Internet forums as influential source of consumer information. Journal of Interactive Marketing, 15(3), 31-40.
    Bickart, B., & Schindler, R. M. (2003). Published word of mouth: referable, consumer-generated information on the internet. In Haugtvedt, Curtis, P., Karen, A., Machleit, & Richard, Y. (Eds.), Online consumer psychology: understanding and influencing consumer behavior in the virtual world (pp.35-61). Hillsdale, NY: Lawrence Erlbaum Associates.
    Bilkey, W. J., & Nes, E. (1982). Country of origin effect on product evaluation. Journal of International Business Studies, 13(1), 89-92.
    Boatwright, P., Basuroy, S., & Kamakura, W. (2007). Reviewing the reviewers: the impact of individual film critics on box office performance. Quantitative Marketing and Economics, 5(4), 401-425.
    Bone, P. F. (1995). Word of mouth effects on long-term and short-term product judgment. Journal of Business Research, 32(3), 213-223.
    Brown, J. J., & Reingen, P. H. (1987). Social ties and word-of-mouth referral behavior. The Journal of Consumer Research, 14(3), 350-362.
    Chao, P. (1998). Impact of country-of-origin dimensions on product quality and design quality perceptions. Journal of Business Research, 42(1), 1-6.
    Chao, P., & Rajendran, K. N. (1993). Consumer profiles and perception: country-of-origin effects. International Marketing Review, 10(2), 22-39.
    Chatterjee, P. (2001). Online reviews: do consumers use them? In Gilly, M. C., & Levy, J. M. (Eds.), Advance in Consumer Research, 28 (pp.129-133). Valdosta, GA: Association for Consumer Research.
    Chen, P.Y., Wu, S.Y., & Yoon, J. (2004, December). The impact of online recommendations and consumer feedback on sales. Paper presented at the meeting of International Conference of Information Systems, Washington, DC.
    Chen, Y., & Xie, J. (2008). Online consumer review: a new element of marketing communications mix. Management Science, 54(3), 477-491.
    Chevalier, J. A., & Goolsbee, A. (2002). Measuring prices and price competition online: Amazon and Barnes and Noble (Rep. No. 02-23). New Haven, CT: Yale University, School of Management.
    Chevalier, J. A., & Mayzlin, D. (2003). The effect of word of mouth on sales: online book reviews (Rep. No. ES-28 & MK-15). New Haven, CT: Yale University, School of Management.
    Duan, W., Gu, B., & Whinston, A. B. (2008). The dynamics of online word-of-mouth and product sales—an empirical investigation of the movie industry. Journal of Retailing, 84(2), 233-242.
    Forman, C., Ghose, A., & Wiesenfeld, B. (2008). Examining the relationship between reviews and sales: the role of reviewer identity disclosure in electronic markets. Information Systems Research, 19(3), 291-313.
    Gelb, B. D., & Sundaram, S. (2002). Adapting to word of mouse. Business Horizons, 45(4), 21-25.
    Gilly, M. C., Graham, J. L., Wolfinbarger, M. F., & Yale, L. J. (1998). A dyadic study of interpersonal information search. Journal of the Academy of Marketing Science, 26(2), 83-100.
    Godes, D., & Mayzlin, D. (2004). Using online conversations to study word-of-mouth communication. Marketing Science, 23(4), 545-560.
    Godes, D., Mayzlin, D., Chen, Y., Das, S., & Dellarocas, C. (2005). The firm’s management of social interactions. Marketing Letters, 16(3/4), 415-428.
    Granovetter, M. S. (1973). The strength of weak ties. The American Journal of Sociology, 78(6), 1360-1380.
    Han, C. M. (1989). Country image: halo or summary construct. Journal of Marketing Research, 26(2), 222-229.
    Han, C. M., & Terpstra, V. (1988). Country-of-origin effect for uni-national and bi-national products. Journal of International Business Studies, 19(2), 235-253.
    Hanson, W. (2000). Principles of internet marketing. Cincinnati,OH: South-Western College Publishing.
    Jacoby, J., & Kaplan, L. B. (1972). The components of perceived risk. Paper presented at the third annual conference of the Association for Consumer Research, Valdosta, GA.
    Johannson, J. K., Douglas, S.P. &Nonaka, I. (1985). Accessing the impact of country of origin on product evaluations: a new methodological perspectives. Journal of Marketing Research, 22(11), 388-396.
    Kelley, H. H. (1973). The processes of causal attribution. American Psychologist, 28(2), 107-128.
    Knauer, V. (1992). Increasing customer satisfaction. Puells, CO: US Office of Consumer Affairs.
    Leitch, I. (1994). Computer viruses: a problem of management. Engineering Management Journal, 4(1), 21-24.
    Lilien, G. L. (2001). Medical innovation revisited: social contagion versus marketing effort. American Journal of Sociology, 106(5), 1409-1435.
    Lilien, G. L., Kotler, P., & Moorthy, K. S. (1992). Marketing models. Englewood cliffs, NJ: Prentice- Hall International Editions.
    Liu, Y. (2006). Word of mouth for movies: its dynamics and impact on box office revenue. Journal of Marketing, 70(3), 74-89.
    Mahajan, V., Muller, E., & Wind, Y. (2000). New product diffusion models. Boston, MA: Kluwer Academic Publishers.
    Nagashima, A. (1970). A comparative Japanese and U.S attitudes toward foreign products. Journal of Marketing, 34(1), 68-74.
    Olson, J. C., & Jacoby, J. (1974). Intrinsic versus extrinsic cues as determinants of perceived product quality. Journal of Applied Psychology, 59(1), 74-78.
    Pavlou, P., & Gefen, D. (2004). Building effective online marketplaces with institution-based trust. Information Systems Research, 15(1), 37-59.
    Richins, M. L. (1983). Negative word-of-mouth by dissatisfied consumers: a pilot study. Journal of Marketing, 47(1), 68-78.
    Roger, T. M., Kaminski, P. F., Schoenbachler, D. D., & Gordon, G. L. (1994). The effect of country-of-origin information on consumer purchase decision process when price and quality information are available. Journal of International Consumer Marketing, 7(2), 73-109.
    Roselius, T. (1971). Consumer rankings of risk reduction methods. Journal of Marketing, 35(1), 56-61.
    Roth, M. S., & Romeo, J. B. (1992). Matching product category and country image perceptions: a framework for managing country-of-origin effects. Journal of International Business Studies, 23(3), 477-479.
    Saeed, S. (1994). Consumer evaluation of products in a global market. Journal of International Business Studies, 25(3), 579-604.
    Schooler, R. D. (1965). Product bias in the general American common market. Journal of Marketing Research, 2(2), 394-397.
    Senecal, S., & Nantel, J. (2004). The influence of online product recommendations on consumers’ online choices. Journal of Retailing, 80(2), 159-169.
    Sorensen, A. T., & Rasmussen, S. J. (2004). Is any publicity good publicity? A note on the impact of book reviews. Stanford, CA: Stanford University.
    Spool, J. M. (2009). The magic behind Amazon`s 2.7 billion dollar question. User Interface Engineering. Retrieved March 05, 2009 from the World Wide Web: http://www.uie.com/articles/magicbehindamazon/
    Stiglitz, J. (1989). Imperfect information in the product market in handbook of industrial organization. New York, NY: Elsevier-Science.
    Walsh, E. (2000). Entertaining young net surfers. Cambridge, MA: Forrester Research.
    Walther, J. B. (1992). Interpersonal effects in computer-mediated interaction: a relational perspective. Communication Research, 19(1), 52-90.
    Worldwide internet users top 1.2 billion in 2006. (2007). Arlington heights, IL: Computer Industry Almanac Inc. Retrieved March 12, 2009, from the World Wide Web:
    http://www.c-i-a.com/pr0207.htm
    Writz, J., & Chew, P. (2002). The effects of incentives, deal proneness, satisfaction and tie strength on word-of -mouth behavior. International Journal of Service Industry Management, 13(2), 141-162.
    Xia, L., & Bechwati, N. (2006, February). Positive word of mouse: the role of personalization. Paper presented at the meeting of American Marketing Association winter educator’s conference, Petersburg, FL.
    Description: 碩士
    國立政治大學
    企業管理研究所
    96355014
    97
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0096355014
    Data Type: thesis
    Appears in Collections:[Department of Business Administation] Theses

    Files in This Item:

    File Description SizeFormat
    501401.pdf252KbAdobe PDF2606View/Open
    501402.pdf155KbAdobe PDF2661View/Open
    501403.pdf287KbAdobe PDF2606View/Open
    501404.pdf258KbAdobe PDF2779View/Open
    501405.pdf290KbAdobe PDF2842View/Open
    501406.pdf308KbAdobe PDF22105View/Open
    501407.pdf1274KbAdobe PDF2986View/Open
    501408.pdf354KbAdobe PDF2706View/Open
    501409.pdf284KbAdobe PDF2780View/Open
    501410.pdf298KbAdobe PDF2737View/Open


    All items in 政大典藏 are protected by copyright, with all rights reserved.


    社群 sharing

    著作權政策宣告 Copyright Announcement
    1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
    The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

    2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
    NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - Feedback