口碑定義架構的發展：口碑文獻回顧1950~2008__臺灣博碩士 ...

根據分析結果，本研究將「口碑溝通」定義為「買家之間根據不同的主題， ... 希冀透過該口碑定義組合能減少口碑定義的模糊地帶，協助研究者提升往後的口碑研究品質。

資料載入處理中... 跳到主要內容 臺灣博碩士論文加值系統 ::: 網站導覽| 首頁| 關於本站| 聯絡我們| 國圖首頁| 常見問題| 操作說明 English |FB專頁 |Mobile 免費會員 登入| 註冊 功能切換導覽列 (165.22.106.144)您好！臺灣時間：2022/10/1710:49 字體大小：       ::: 詳目顯示 recordfocus 第1筆/ 共1筆  /1頁 論文基本資料 摘要 外文摘要 目次 參考文獻 電子全文 紙本論文 QRCode 本論文永久網址: 複製永久網址Twitter研究生:呂培仕研究生(外文):Pei-shihLu論文名稱:口碑定義架構的發展：口碑文獻回顧1950~2008論文名稱(外文):TheDevelopmentofWord-of-MouthDefinitionFramework:AReviewofWOMLiterature1950-2008指導教授:林孟彥指導教授(外文):Meng-yenLin學位類別:碩士校院名稱:國立臺灣科技大學系所名稱:企業管理系學門:商業及管理學門學類:企業管理學類論文種類:學術論文論文出版年:2010畢業學年度:98語文別:中文論文頁數:56中文關鍵詞:口碑、定義、文獻回顧外文關鍵詞:wordofmouth、definition、literaturereview相關次數: 被引用:56點閱:2739評分:下載:1088書目收藏:1 儘管口碑相關議題發展蓬勃，口碑現象的前因後果愈來愈明朗，然而口碑的定義仍缺乏較一致的共識。

基於缺乏明確且完整的定義將導致學術對話上的誤解，而有礙口碑領域的後續發展的可能性，本研究先以wordofmouth為關鍵字，在ABI/INFORM和BSP資料庫中搜尋出117篇與口碑直接相關的學術論文，並利用內容分析法來分析期刊論文中提及的口碑定義。

根據分析結果，本研究將「口碑溝通」定義為「買家之間根據不同的主題，以評論或推薦行為的方式，在不同的溝通管道交換訊息的溝通過程；此過程根植於傳遞者與接收者的人際網絡中，因此傳遞的訊息內容是不具商業意圖的，其可信度與影響力都被認為高於廣告和大眾媒體」，並進一步提出「口碑定義組合」，推論口碑包含四個不變的特徵：影響力、傳播範圍、溝通與資訊傳播；以及四個會隨著環境因素變動的特徵：溝通管道、溝通角色、訊息評論對象和訊息評論內容。

希冀透過該口碑定義組合能減少口碑定義的模糊地帶，協助研究者提升往後的口碑研究品質。

AlthoughtherisingandflourishingofWOMtopicsandtheclearerofWOMcauseandeffect,thedefinitionofWOMstillhasnoconcreteconsensus.Itwillbringthemisunderstandingstotheresearch,eventohinderthedevelopmentofWOMresearchonaccountoflackingunequivocalandcompleteWOMdefinition.Thisresearchuses“Word-ofMouth”forkeywordtosearchforWOMdirect-relatedliteraturesinABI/INFORMandBSPdatabases.Thefindingresultof117articleswillmakeuseof“contentmethod”toanalyzetherelateddefinitionsinthem.Accordingtotheanalysisresults,thisresearchdefines“Word-of-Mouth”as“Thecommunicationprocessisbasedonthegroundofdifferenttopics,andbuyersandbuyersusethewayincommentandreferraltoexchangeinformationindifferentcommunicationchannels.Becausetheprocessisrootedinthesender-and-receiverinterpersonalnetwork,thecontentoftheinformationisnon-commercial.Also,thecredibilityandimpactseemtobehigherthancommercialsandthepress.Moreover,thisresearchbringsuptheframeworkof“WOMDefinitionComplex.”TheframeworkinfersthatthefourunchangedfeaturesofWOM:Impact,DisseminationScope,CommunicationandInformationDissemination.AndthefourchangedfeaturesofWOMtocircumstances:CommunicationChannels,CommunicationRoles,ReferralTargetsandReferralContents.ThisresearchisaspiredtolowerthevaguenessofWOMdefinitionandupgradethequalityoffutureresearch. 摘要IIIAbstractIV誌謝V目錄VI圖目錄VII表目錄VII第壹章緒論1第一節研究動機1第二節研究目的3第貳章研究設計4第一節口碑文獻回顧4第二節研究方法與步驟5一、資料庫援引5二、文獻搜尋5三、基本分析6四、進階分析6第參章研究結果8第一節基本分析結果8一、文獻數量逐年成長8二、量化比例明顯上升11三、定義探討方式演進11四、口碑議題漸趨多元12第二節進階分析結果16一、口碑定義的共識16二、口碑定義組合21三、口碑定義組合的演化23第肆章結論與建議25第一節結果討論與管理意涵25第二節研究限制27一、口碑研究文獻的完整性28二、語言別的限制28三、資料庫的選擇28四、資料的正確性28五、內容分析法的缺失29第三節未來研究方向與建議29參考文獻31附錄一41附錄二42 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 電子全文  國圖紙本論文 推文 網路書籤 推薦 評分 引用網址 轉寄                                                                                                                                                                                                                    top 相關論文 相關期刊 熱門點閱論文 1. 網路打卡的口碑傳播效果對消費者購買決策影響之研究－以餐飲業為例 2. 產品負面口碑對消費者轉換行為之影響－以仿製國際品牌手機(山寨機)為例 3. 探討影響網路口碑可信度之因素-以虛擬社群為例 4. 應用文字探勘分析網路團購商品群集之研究－以美食類商品為例 5. 觀光客旅遊目的地意象與電子口碑對旅遊意願影響之研究-以馬祖旅遊為例 6. 影響團購網站顧客忠誠度的實證研究 7. 大學招生活動、學校形象、口碑與選校意願相關之研究 8. 口碑，因人而異——人格特質對口碑傳播流程影響的研究 9. Facebook按讚人數對於消費者決策制定之影響─以民宿為例 10. 大學教育服務品質對口碑的影響-探討心理契約的中介效果 11. 消費者行為與口碑行銷研究與應用-年輕族群菸品消費者 12. 雇主品牌、網路口碑對求職者組織吸引力的影響 13. 網路口碑訊息可信度、產品涉入程度、知覺風險與購買意願之關係探討－以餐飲業為例 14. 顧客滿意、顧客感激、顧客承諾與口碑關聯性之研究－傳統市場與量販店之比較 15. Facebook與產品知識對電子口碑行銷效果之影響之研究   無相關期刊   1. 口碑基本概論:以口碑領域文獻為依據 2. 口碑，因人而異——人格特質對口碑傳播流程影響的研究 3. 探索口碑未知面－正面口碑失效 4. 正負向網路口碑與口碑傳播者身分對產品態度之影響-以產品涉入程度為調節變項 5. 口碑彈性對口碑效果的衡量與比較：以旅遊商品為例 6. 網路口碑寫手被揭露後對口碑可信度及產品情感性承諾的影響 7. 網路口碑溝通類型和產品類型於網路口碑勸說之干擾效果探討 8. 網路口碑、口碑接受度、聯繫強度與購買意願關係之研究－以網路郵購服飾品牌 9. 網路口碑與電影票房在「正面口碑有效與失效」的動態關係研究 10. Youtube病毒行銷不病毒行銷不?探討Youtube平台上影響口碑宣傳與品牌偏好平台上影響口碑宣傳與品牌偏好因素研究 11. 傳遞圖像式口碑對口碑傳遞者的影響 12. 負面口碑與衍生性口碑回應的情緒感染與傳播 13. 虛擬社群消費者口碑動機對口碑意圖影響之探索性研究 14. 訊息豐富性對購買意圖及線上口碑傳遞意圖之影響－以口碑強度和朋友推薦為雙干擾效果 15. 團隊情境下影響個人績效行為的因素文獻回顧與展望     簡易查詢 | 進階查詢 | 熱門排行 | 我的研究室