臺灣博碩士論文加值系統

The purpose of this paper is to study the impact of electronic word-of-mouth communication over social networking sites on consumer purchase decisions. With the growing availability of food and product photography available at the click of a button, web-based consumer opinion platforms are now an emerging marketing tool that is playing an increasingly important role in consumer purchase decisions and eliminating the need for expensive strategies based around buying advertisements. This study will look at the way electronic word of mouth is being used to attract consumers across multiple platforms. This study will follow two world renown food establishments that do not need to spend on advertising to thrive in a competitive environment. This study shows that consumer-generated ratings about the quality of food, environment and service of restaurants, and the volume of online consumer reviews are positively associated with the popularity of restaurants and can turn a novice restaurant into a booming conglomerate. The findings will help hospitality researchers and practitioners better understand the impact of electronic word-of-mouth on marketing demands and how to utilize their power to reduce advertising costs.

Chapter 1 Introduction .................................................................................. 1
1.1 Background .......................................................................................... 1
1.1.1 Competitive Factors that Determine Worth .................................. 2
1.1.2 Taking Advantage of Electronic Word of Mouth .......................... 3
1.2 Motivation for Study ............................................................................ 4
1.3 Objective and Outline .......................................................................... 6
1.4 Review of Electronic Word of Mouth (EWOM) ................................. 8
1.4.1 Viral Marketing ............................................................................. 9
1.4.2 Where to begin ............................................................................... 9
1.5 Types of Social Media Marketing ..................................................... 10
1.5.1 Social Networking ....................................................................... 10
1.5.2 Microblogging ............................................................................. 11
1.5.3 Photo Sharing .............................................................................. 11
1.5.4 Video Sharing .............................................................................. 12
Chapter 2 Literature Review ....................................................................... 13
2.1 Definition of Electronic Word of Mouth ........................................... 13
2.2 Types of Social Media ....................................................................... 14
II
2.2.1 Google+ and Google Maps ......................................................... 14
2.2.2 TripAdvisor .................................................................................. 15
2.2.3 Instagram ..................................................................................... 16
2.2.4 Facebook ..................................................................................... 18
2.2.5 Yelp .............................................................................................. 19
2.2.6 Pinterest ....................................................................................... 20
2.2.7 QQ ............................................................................................... 21
2.2.8 WeChat ........................................................................................ 22
Chapter 3 Case Studies ................................................................................ 24
3.1 Overview ............................................................................................ 24
3.1.1 Case A Din Tai Fung ................................................................... 25
3.1.2 Case B In-n-Out Burger .............................................................. 28
3.2 Links Between Din Tai Fung and In-n-Out ....................................... 31
Chapter 4 Analysis ...................................................................................... 34
Chapter 5 Conclusions ................................................................................ 36
References ................................................................................................... 41

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