臺灣博碩士論文加值系統

本研究主要是探討知名品牌進口休旅車，凌志(Lexus) RX330與日產(Nissan) Infiniti FX35的口碑維持，分析影響兩台車維持時間長短的主要口碑傳播因素並定義為口碑維持因素。
先將口碑維持下操作行定義，陸陸續續蒐集網路上或是報章雜誌裡關於口碑維持相關資訊，利用網路上的論壇、留言板、官方網站討論區搜尋兩台進口休旅車的正面口碑，分析兩者曲線圖的差異及有哪些口碑傳播因素。而這些主要影響口碑維持時間差異的口碑傳播因素就是本論文所要萃取的口碑維持因素。
本研究採取質化研究方式來進行，經由網路論壇正負面口碑篩選、正面口碑推導口碑傳播因素、比較Lexus RX330與Infiniti FX35的口碑傳播因素，經過一連串的篩選，找出了關鍵影響進口休旅車口碑維持時間長短的五項口碑傳播因素，包含省油、寧靜、折舊率低、品牌偏好 [品牌代表身分地位榮耀]、購買服務及售後服務卓越 [維修體系健全、維修據點多、售後服務反應比其他車廠好、高級主管接待]等，本研究將之定義為進口休旅車的口碑維持因素。

The main of this research treats of the WOM maintaining of two famous imported sport utility vehicles：Lexus RX330 and Nissan Infiniti FX35, analyses the main WOM disseminating factor that affects the maintaining periods of two cars and defines it as WOM maintaining factor.
First gives the operational definition for the word-of-mouth maintaining, collects continually the information relative to WOM maintaining from internet, newspapers or magazines, uses the forums, message boards or the discussion forums of official websites to search the positive WOM for two cars, then analyzes the differences of two curve charts and the WOM disseminating factors. Those WOM disseminating factors that mainly affect the differences of WOM maintaining period are the WOM maintaining factors disserted in this disquisition.
This research is proceeding by the quality document content studying, compares WOM disseminating factors of Lexus RX330 and Infiniti FX35 via the selections from positive and negative WOM from network forums and the WOM disseminating factors where comes from those positive WOM. After a series of filtrations, we found 5 critical WOM disseminating factors that affect the WOM maintaining period of two imported sport utility vehicles：fuel economy、equability、low rate of depreciation、brand predilection（brand is the representation of the social position.）、purchase service and excellent after service（great maintenance system、more service centers、responses to the after service are better than other companies、the reception of executive managers）and so on. This research will define them as WOM maintaining factors of the imported sport utility vehicles.

目 錄
摘　要 I
ABSTRACT II
誌 謝 IV
目 錄 V
圖 目 錄 VII
表 目 錄 VIII
第一章 緒論 1
1.1 研究動機 1
1.2 研究目的 2
1.3 研究範圍對象與重要性 3
第二章 文獻回顧 5
2.1. 口碑 5
2.1.1 口碑定義 5
2.1.2 口碑的特性 6
2.1.3 口碑重要性與影響力 6
2.1.4 口碑傳播動機 7
2.1.5 口碑傳播因素 9
2.2. 維持 12
2.2.1 維持定義 12
2.2.2 口碑維持(WOM Maintaining )及口碑維持因素的操作型定義 12
2.2.3 口碑傳播因素與口碑維持因素的差異 12
2.2.4 口碑維持的概念源於－顧客維持(customer retention) 13
2.3. 車廠及休旅車介紹 16
2.3.1 緣由 16
2.3.2 標的介紹 Lexus(RX330) V.S. Nissan (Infiniti FX35) 20
第三章 研究方法 29
3.1. 口碑維持及口碑維持因素的操作型定義 29
3.2. 探索性研究 30
3.2.1 質化研究的意義 30
3.2.2 文獻探討法 32
3.2.3 資料蒐集方式 33
3.3. 研究設計 33
第四章 資料分析與解釋 37
4.1. RX330及FX35 正負面口碑與銷售量資料 37
4.1.1 Lexus RX330 37
4.1.2 Nissan FX35 39
4.1.3 兩車口碑維持曲線圖比較及兩車銷售排行榜(2005/01-2006/02) 41
4.1.4 總結 43
4.2. RX330及FX35 正面口碑傳播因素比較 43
4.2.1 Lexus RX330口碑傳播因素從留言中的萃取與整理 44
4.2.2 Nissan Infiniti FX35口碑傳播因素從留言中的萃取 53
4.2.3 兩車口碑傳播因素比較推出口碑維持因素 59
第五章 結論 63
5.1. 研究結論 63
5.2. 管理意涵 65
5.3. 研究限制 66
5.4. 未來研究建議 67
參考文獻 69

參考文獻
網路部份：
[1]Infiniti官方網站：http://www.infiniti.com.tw/index.asp
[2]Lexus官方網站：http://www.lexus.com.tw/index.htm
[3]Nissan官方網站：http://www.nissan.com.tw/
[4]Toyota官方網站：http://www.toyota.com.tw/
[5]U-CAR專業汽車情報網：http://www2.u-car.com.tw/
[6]汽車線上資訊網：http://bbs.auto-online.com.tw/index.php
[7]雅虎汽車資訊網：http://tw.autos.yahoo.com/
[8]超越車訊汽車網：http://www.twmotor.com.tw/index.php
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