臺灣博碩士論文加值系統

隨著口碑（word of mouth, WOM）領域的興盛，近年有許多與口碑相關的文獻回顧研究出現。然而，這些文獻回顧研究多聚焦在特定口碑相關主題如負面口碑或網路口碑等，雖可幫助學者快速回顧特定研究主題的文獻，但對瞭解口碑概念全貌的幫助卻有限。口碑領域的發展隨著時間演進，會受到外在環境因素如科技技術進步、產業變化等的影響，進而演化（evaluation）出不同的研究主題和脈絡。而現有的口碑相關文獻回顧研究，其研究結果多為特定主題的歸納，較無法讓我們看到整個口碑領域在時間軸上的演化和宏觀的口碑基本概念。
一個領域的知識如要加速其累積和擴散，讓研究者瞭解該領域的演化過程和基本概念是極為必要的。蕭瑞麟（2007）在《不用數字的研究》中指出沒有歷史，我們所觀察到的只是現象定格在某一時刻的呈現，是孤立的。透過歷史，除了能讓我們看到現象背後一點一滴的線索，以及這個現象輾轉曲折的來歷外。我們也會知道過去的事件如何逐漸累積，而演化成今日的問題。口碑領域發展至今（始於1954）超過40年的歷史，已累積相當數量的文獻和研究成果，足以作為我們進一步探討該領域的演化過程和歸納出宏觀基本概念的材料。
本研究主要進行四部分的研究，來探討口碑領域的演進和整合口碑基本概念：

研究一「口碑研究發展」，蒐集102篇口碑重要文獻，採用內容分析法回顧口碑領域超過40年的發展歷程，追遡口碑研究的起源和口碑研究主題脈絡的移轉。

研究二「口碑定義的演變」，將過去常被引用的口碑定義加以整理，進一步比較40年來口碑定義的演變，藉此瞭解口碑現象在外在因素的影響之下如何演進。

研究三「口碑行為層級」，從網絡關係的角度回顧口碑行為與口碑傳播在社會中的層級架構，藉此宏觀的瞭解口碑傳播發生的起始和依據。

研究四「口碑類型」，為一探索性研究，根據文獻回顧與專家訪談的結果提出數種口碑類型，藉此指出口碑值得探討的特性。

關鍵字：口碑，文獻回顧，分類，網絡關係，歷史

In recent years, there are more and more literature review papers about word of mouth published. However, those literature review papers are usually about specific topics, for example, negative word of mouth or online word of mouth. Researchers can review important literatures about specific topic quickly by reading them. But these kinds of papers are not able to help research see the complete picture of WOM field.
Based on the gap, we review the most important literatures about WOM during the past fifty years by content anaylzing and generalizing some basic concepts and issues of WOM from literatures. We except researcher know the complete development of WOM by reading our research paper.
There are four chapters in the research paper:
The first is “development of WOM research”. We retrace WOM studies for capturing the important changes in the process of WOM development by reviewing 102 papers.
The second is “aspects of WOM definition”. We discuss the definition of WOM how transformed during past fourty years.
The third is “level of WOM behavior”. We discuss the framwork in society about WOM spreading from network relationship viewpoint.
Last is “exploration study of WOM typology”. We propose several classification in WOM characters.

Key word: word of mouth, literature review, typology, network relationship, history

摘 要 ii
Abstract iv
誌 謝 v
目 錄 vii
圖 目 錄 ix
表 目 錄 x
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第三節 論文架構 3
第二章 研究方法 5
第一節 歷史研究法 5
第二節 內容分析法 6
第三節 專家訪談法 6
第三章 口碑研究發展 8
第一節 緣起 8
第二節 口碑研究起源：1950年代 9
第三節 口碑行銷起源：1960年代 10
第三節 1970年代：意見領袖的風潮 11
第四節 1980年代：口碑研究領域成形 14
第五節 1990年代：口碑研究向下扎根 16
第六節 2000年之後：網路口碑時代來臨 17
第四章 口碑定義的構面 21
第一節 口碑定義的改變 21
第二節 口碑定義的構面 23
第五章 口碑行為層級 28
第一節 文獻回顧 28
第二節 口碑網絡關係 29
第三節 口碑網絡層級 32
第六章 口碑分類探索 34
第一節 口碑傳播三要素 34
第二節 現有口碑分類 35
第三節 潛在口碑分類 36
第七章 結論與建議 45
第一節 研究結果與管理意涵 45
第二節 研究貢獻 47
第三節 研究限制 48
第四節 結論與研究建議 49
參考文獻 50
附錄一 口碑發展歷程 59

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