跳到主要內容

臺灣博碩士論文加值系統

(44.211.117.197) 您好!臺灣時間:2024/05/23 11:24
字體大小: 字級放大   字級縮小   預設字形  
回查詢結果 :::

詳目顯示

: 
twitterline
研究生:陳怡安
研究生(外文):I-an Chen
論文名稱:口碑基本概論:以口碑領域文獻為依據
論文名稱(外文):Basic Word of Mouth Concepts: Literature Review.
指導教授:林孟彥林孟彥引用關係
指導教授(外文):Tom M. Y. Lin
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:2009
畢業學年度:97
語文別:中文
論文頁數:59
中文關鍵詞:口碑文獻回顧分類網絡關係歷史
外文關鍵詞:word of mouthliterature reviewtypologynetwork relationshiphistory
相關次數:
  • 被引用被引用:73
  • 點閱點閱:3189
  • 評分評分:
  • 下載下載:907
  • 收藏至我的研究室書目清單書目收藏:3
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
Allsop, Dee T., Bryce R. Bassett, and James A. Hoskins (2007), “Word-of-Mouth Research: Principles and Applications,” Journal of Advertising Research, 47 (4), 398-411.
Alon, Anat, Frederic Brunel, and Wendy Schneier Siegal (2002), “Word-of-Mouth and Community Development Stages: Towards an Understanding of the Characteristics and Dynamics of Interpersonal Influences in Internet Communities,” Advances in Consumer Research, 29 (1), 428-430.
Amblee, Naveen and Bai Tung (2008), “Can Brand Reputation Improve the Odds of Being Reviewed On-Line?,” International Journal of Electronic Commerce, 12 (3), 11-28.
Archer, Norman P. and George O. Wesolowsky (1994), “A Dynamic Service Quality Cost Model with Word-of-Mouth Advertising,” European Journal of Operational Research, 78 (3), 355-366.
Armstrong, Gary M. and Laurence P. Feldman (1976), “Exposure and Sources of Opinion Leaders,” Journal of Advertising Research, 16 (4), 21-27.
Arndt, Johan (1967a), Word of Mouth Advertising:A Review of the Literature, New York: Advertising Research Foundation.
Arndt, Johan (1967b), “Role of Product-Related Conversations in the Diffusion of a New Product,” Journal of Marketing Research, 4 (3), 291-295.
Awad, Neveen F. and Arik Ragowsky (2008), “Establishing Trust in Electronic Commerce through Online Word of Mouth: An Examination across Genders,” Journal of Management Information Systems, 24 (4), 101-121.
Bansal, Harvir S. and Peter A. Voyer (2000), “Word-of-Mouth Processes Within a Services Purchase Decision Context,” Journal of Service Research, 3 (2), 166-177.
Baumgarten, Steven A. (1975), “The Innovative Communicator in the Diffusion Process,” Journal of Marketing Research, 12 (1), 12-18.
Bayus, Barry L. (1985), “Word of Mouth: The Indirect Effects of Marketing Efforts,” Journal of Advertising Research, 25 (3), 31.
Berelson, B. (1952), Content Analysis in Communication Research. New York: Free Press.
Blackwell, Roger D., Paul W. Miniard, and Engle, James F. (2001), Consumer Behavior, (9th edition), New Jersey: Harcourt College Publishers.
Bone, Paula Fitzgerald (1995), “Word-of-Mouth Effects on Short-Term and Long-Term Product Judgments,” Journal of Business Research, 32 (3), March, 213-223.
Bougie, Roger, Rik Pieters, and Marcel Zeelenberg (2003), “Angry Customers Don't Come Back, They Get Back: The Experience and Behavioral Implications of Anger and Dissatisfaction in Service,” Journal of the Academy of Marketing Science, 31 (4), 377-393.
Bristor, Julia M. (1990), “Enhanced Explanations of Word of Mouth Communications: The Power of Relationships,” Research in Consumer Behavior, 4, 51-83.
Brooks, Robert C. (1957), “Word-of-Mouth Advertising in Selling New Products,” Journal of Marketing, 22 (2), 154-161.
Brown, Jacqueline Johnson and Peter H. Reingen (1987), “Social Ties and Word-of-Mouth Referral Behavior,” Journal of Consumer Research, 14 (3), 350-362.
Brown, Jo, Amanda J. Broderick, and Nick Lee (2007), “Word of Mouth Communication within Online Communities: Conceptualizing the Online Social Network,” Journal of Interactive Marketing, 21 (3), 2-20.
Brown, Tom J., Thomas E. Barry, Peter A. Dacin, and Richard F. Gunst (2005), “Spreading the Word: Investigating Antecedents of Consumers' Positive Word-of-Mouth Intentions and Behaviors in a Retailing Context,” Journal of the Academy of Marketing Science, 33 (2), 123-138.
Burzynski, Michael H. and Dewey J. Bayer (1977), “The Effect of Positive and Negative Prior Information on Motion Picture Appreciation,” The Journal of Social Psychology, 101 (2), 215-218.
Buttle, Francis A. (1998), “Word of Mouth: Understanding and Managing Referral Marketing,” Journal of Strategic Marketing, 6 (3), 241-254.
Celso Augusto de, Matos and Rossi Carlos Alberto Vargas (2008), “Word-of-mouth communications in marketing: a meta-analytic review of the antecedents and moderators,” Academy of Marketing Science. Journal, 36 (4), 578.
Cheung, Christy M.K., Matthew K.O. Lee, and Neil Rabjohn (2008), “The Impact of Electronic Word-of-Mouth,” Internet Research, 18 (3), 229-247.
Chevalier, Judith A. and Dina Mayzlin (2006), “The Effect of Word of Mouth on Sales: Online Book Reviews,” Journal of Marketing Research, 43 (3), 345-354.
Chung, Cindy M. Y. and Peter R. Darke (2006), “The Consumer as Advocate: Self-Relevance, Culture, and Word-of-Mouth,” Marketing Letters, 17 (4), 270-279.
Czepiel, John A. (1974), “Word-of-Mouth Processes in the Diffusion of a Major Technological Innovation,” Journal of Marketing Research, 11 (2), 172-180.
Day, George S. (1971), “Attitude Change, Media and Word of Mouth,” Journal of Advertising Research, 11 (6), 31-40.
De Bruyn, Arnaud and Gary L. Lilien (2008), “A Multi-Stage Model of Word-of-Mouth Influence through Viral Marketing,” International Journal of Research in Marketing, 25 (3), 151-163.
Dellarocas, Chrysanthos (2003), The Digitization of Word of Mouth: Promise and Challenges of Online Feedback Mechanisms, Management Science, 49 (10),1407-1424
Dichter, Ernest (1966), “How Word-of-Mouth Advertising Works,” Harvard Business Review, 44 (6), 147.
Dodson, Joe A., Jr. and Eitan Muller (1978), “Models of New Product Diffusion through Advertising and Word-of-Mouth,” The Institute of Management Science, 24 (15), 1568-1578.
Duan, Wenjing, Bin Gu, and Andrew B. Whinston (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.
Duhan, Dale F., Scott D. Johnson, James B. Wilcox, and Gilbert D. Harrell (1997), “Influences on Consumer Use of Word-of-Mouth Recommendation Sources,” Journal of the Academy of Marketing Science, 25 (4), 283-295.
Dwyer, Paul (2007), “Measuring the Value of Electronic Word of Mouth and Its Impact in Consumer Communities,” Journal of Interactive Marketing, 21 (2), 63-79.
Dye, Renee (2000), “The Buzz on Buzz,” Harvard Business Review, 78 (6), 139-146.
East, Robert, Kathy Hammond, and Malcolm Wright (2007), “The Relative Incidence of Positive and Negative Word of Mouth: A Multi-Category Study,” International Journal of Reaserch in Marketing, 24, 175-184.
Eccleston, Derek and Luca Griseri (2008), “How does Web 2.0 stretch traditional influencing patterns?” International Journal of Market Research, 50 (5), 591-161.
Engel, James F. (1968), “Risk Taking and Information Handling in Consumer Behavior,” Journal of Marketing, 32 (3), 111-112.
Engel, James F., Robert J. Kegerreis, and Roger D. Blackwell (1969a), “Word-of-Mouth Communication by the Innovator,” Journal of Marketing, 33 (3), 15-19.
Engel, James F., Roger D. Blackwell, and Robert J. Kegerreis (1969b), “How Information Is Used to Adopt an Innovation,” Journal of Advertising Research, 9 (4), 3-8.
Feick, Lawrence F. and Linda L. Price (1987), “The Market Maven: A Diffuser of Marketplace Information,” Journal of Marketing, 51 (1), 83-97.
Flynn, Leisa Reinecke, Ronald E. Goldsmith, and Jacqueline K. Eastman (1996), “Opinion Leaders and Opinion Seekers: Two New Measurement Scales,” Journal of the Academy of Marketing Science, 24 (2), 137-147.
Frenzen, Jonathan and Kent Nakamoto (1993), “Structure, Cooperation, and the Flow of Market Information,” Journal of Consumer Research, 20 (3), 360-375.
Garbarino, Ellen and Mark S. Johnson (1999), “The Different Roles of Satisfaction, Trust and Commitment in Customer Relationships,” Journal of Marketing, 63 (2)l, 70-87.
Gauri, Dinesh K., Amit Bhatnagar, and Raghav Rao (2008) “Role of Word of Mouth in Online Store Loyalty,” Communications of the ACM, 51 (3), 89-91.
Gelb, Betsy D. and Suresh Sundaram (2002), “Adapting to Word of Mouse,” Business Horizons, 45 (4), 21-25.
Gershoff, Andrew D., Susan M. Broniarczyk, and Patricia M. West (2001), “Recommendation or Evaluation? Task Sensitivity in Information Source Selection,” Journal of Consumer Research, 28 (3), 418-438.
Gilly, Mary C., John L. Graham, Mary F. Wolfinbarger, and Laura J. Yale (1998), “A Dyadic Study of Interpersonal Information Search,” Journal of the Academy of Marketing Science, 26 (2), 83-100.
Godes, David and Dina Mayzlin (2004), “Using Online Conversations to Study Word-of-Mouth Communication”, Marketing Science, 23 (4), 545-560.
Granovetter, Mark S. (1973), “The Strength of Weak Ties,” American Journal of Sociology, 79 (5), 1360-1380.
Grewal, Rajdeep, Thomas W. Cline, and Anthony Davies (2003), “Early-Entrant Advantage, Word-of-Mouth Communication, Brand Similarity, and the Consumer Decision-Making Process,” Journal of Consumer Psychology, 13(3), 187-197.
Gruen, Thomas W., Talai Osmonbekov, and Andrew J. Czaplewski (2006), “eWOM: The Impact of Customer-to-Customer Online Know-How Exchange on Customer Value and Loyalty,” Journal of Business Reserch, 59 (4), 449-456.
Haythornthwaite, C. (1999). A Social Network Theory of Tie Strength and Media Use: A Framework for Evaluating Multi-level Impacts of New Media. Technical Report UIUCLIS—2002/1+DKRC, Graduate School of Library and Information Science. Champaign, IL: University of Illinois at Urbana-Champaign.
Helm, Sabrina (2003), “Calculating the Value of Customers' Referrals,” Managing Service Quality, 13 (2), 124-133.
Hennig-Thurau, T., and G. Walsh (2003). “Electronic Word-of-Mouth: Motives for and Consequences of Reading Customer Articulations onthe Internet.” International Journal of Electronic Commerce, 8(2), 51-74.
Hennig-Thurau, T., Kevin P. Gwinner, G. Walsh, and Dwayne D. Gremler (2004), “Electronic Word-of-Mouth Via Consumer-Opinion Platforms: What Motivates Consumers to Articulate Themselves on the Internet?” Journal of Interactive Marketing, 18 (1), 38-52.
Herr, Paul M., Frank R. Kardes, and John Kim (1991), “Effects of Word-of-Mouth and Product-Attribute Information on Persuasion: An Accessibility-Diagnosticity Perspective,” Journal of Consumer Research, 17 (4), 454-462.
Holmes, John H. and John D. Lett Jr. (1977), “Product Sampling and Word of Mouth,” Journal of Advertising Research, 17 (5), 35-40.
Huang, Li-Shia, Chou Yu-Jen, and Lin Che-Hung (2008), “The Influence of Reading Motives on the Responses after Reading Blogs,” CyberPsychology & Behavior, 11 (3), 351-355.
Iacobucci, Dawn and Nigel Hopkins (1992), “Modeling Dyadic Interactions and Networks in Marketing,” Journal of Marketing Research, 29 (1), 5-17.
Katz, E. and P. F. Lazarsfeld (1955), Personal Influence, New York: Free Press.
Katz, Elihu (1957), “The Two-Step Flow of Communication: An Up-to-Date Report on a Hypothesis,” Public Opinion Quarterly, 21 (1), 61-78.
Kempe, David, Jon Kleinberg, and Eva Tardos (2003), “Maximizing the Spread of Influence through a Social Network,” Communications of the ACM, 46 (8), 137-146.
Kiecker, Pamela and Deborah Cowles (2001), “Interpersonal Communication and Personal Influence on the Internet: A Framework for Examining Online Word-of-Mouth,” Journal of Euro-Marketing, 11 (2), 71-88.
Kiel, Geoffrey C. and Roger A. Layton (1981), “Dimensions of Consumer Information Seeking Behavior,” Journal of Marketing Research, 18 (2), 233-239.
King, Charles W. and John O. Summers (1970), “Overlap of Opinion Leadership across Consumer Product Categories,” Journal of Marketing Research, 7 (1), 43-50.
Kwak, Hyokjin, Richrd J. Fox, and George M. Zinkhan (2002), “What Products Can Be Successfully Promoted and Sold via the Internet?” Journal of Advertising Research, 42, (1), 23-38.
Laczniak, Russell N., Thomas E. DeCarlo, and Sridhar N. Ramaswami (2001), "Consumers' Responses to Negative Word-of-Mouth Communication: An Attribution Theory Perspective," Journal of Consumer Psychology, 11 (1), 57-73.
Ladhari, Riadh (2007), “The Effect of Consumption Emotions on Satisfaction and Word-of-Mouth Communications,” Psychology & Marketing, 24 (12), 1085-1108.
Levin, Irwin P. and Gary J. Gaeth (1988), “How Consumers are Affected by the Framing of Attribute Information Before and After Consuming the Product,” Journal of Consumer Research, 15 (3), 374-378.
Liu, Yong (2006), “Word of Mouth for Movies: Its Dynamics and Impact on Box Office Revenue,” Journal of Marketing, 70 (3), 74-89.
Mahajan, Vijay, Eitan Muller, and Roger A. Kerin (1984), “Introduction Strategy for New Products with Positive and Negative Word-of-Mouth,” Management Science, 30 (12), 1389-1404.
Mancuso, Joseph R. (1969), “Why Not Create Opinion Leaders for New Product Introductions?” Journal of Marketing, 33 (3), 20-25.
Martilla, John A. (1971), “Word-of-Mouth Communication in the Industrial Adoption Process,” Journal of Marketing Research, 8 (2), 173-178.
Martilla, John A. (1971), “Word-of-Mouth Communication in the Industrial Adoption Process,” Journal of Marketing Research, 8, 173-78.
Matos, Celso Augusto de and Carlos Alberto Vargas Rossi (2008), “Word-of-mouth communications in marketing: a meta-analytic review of the antecedents and moderators,” Academy of Marketing Science. 36 (4), 578
Maxham III, James G. (2001), “Service Recovery's Influence on Consumer Satisfaction, Positive Word-of-Mouth, and Purchase Intentions,” Journal of Business Research, 54 (1), 11-24.
McAlister, Debbie Thorne and Robert C. Erffmeyer (2003), “A Content Analysis of Outcomes and Responsibilities for Consumer Complaints to Third-Party Organizations,” Journal of Business Research, 56 (4), 341-351.
McWilliam, Gil (2000), “Building Stronger Brands through Online Communities,” Sloan Management Review, 41 (3), 43-54.
Monahan, George E. (1984), “A Pure Birth Model of Optimal Advertising with Word-of-Mouth,” Marketing Science, 3 (2), 169-178.
Money, R. Bruce (2004), “Word-of-Mouth Promotion and Switching Behavior in Japanese and American Business-to-Business Service Clients,” Journal of Business Research, 57 (3), 297-305.
Money, R. Bruce, Mary C. Gilly, and John L. Graham (1998), “Explorations of National Culture and Word-of-Mouth Referral Behavior in the Purchase of Industrial Services in the United States and Japan,” Journal of Marketing, 62 (4), 76-87.
Montgomery, David B. and Alvin J. Silk (1971), “Clusters of Consumer Interests and Opinion Leaders' Spheres of Influence,” Journal of Marketing Research, 8(3), 317-321.
Mooradian, Todd A. and K. Scott Swan (2006), “Personality-and-Culture: The Case of National Extraversion and Word-of-Mouth,” Journal of Business Research, 59 (6), 778-785.
Mowen, John C., Sojin Park, and Alex Zablah (2007), “Toward a Theory of Motivation and Personality with Application to Word-of-Mouth Communications,” Journal of Business Research, 60 (6), 590-596.
Myers, James H. and Thomas S. Robertson (1972), “Dimensions of Opinion Leadership,” Journal of Marketing Research, 9 (1), 41-46.
Nabi, Robin I.and Alexandra Hendriks (2003),”The Persuasive Effect of Host and Audience Reaction Shots in Television Talk Shows,”Journal of Communication, 53 (3), 527-543.
Nyer, Prashanth U. and Mahesh Gopinath (2005), “Effects of Complaining versus Negative Word of Mouth on Subsequent Changes in Satisfaction: The Role of Public Commitment,” Psychology & Marketing, 22 (12), 937-953.
Okazaki, Shintaro (2008), “Determinant Factors of Mobile-Based Word-of-Mouth Campaign Referral among Japanese Adolescents,” Psychology & Marketing, 25 (8), 714-731.
Ozcan, Kerimcan (2004, Consumer-to-Consumer Interactions in a Networked Society: Word-of-Mouth Theory, Consumer Experiences, and Network Dynamics, Ph.D. Thesis, University of Michigan, Michigan.
Petty, Richard E., John T. Cacioppo, and Rachel Goldman (1981), “Personal Involvement as a Determinant of Argument-Based Persuasion,” Journal of Personality and Social Psychology, 41 (5), 847-855.
Phelps, Joseph E, Regina Lewis, Lynne Mobilio, David Perry, and Niranjan Raman. (2004), “Viral Marketing or Electronic Word-of-Mouth Advertising: Examining Consumer Responses and Motivations to Pass Along Email”, Journal of Advertising Research, 44 (4), 333-348.
Reingen, Peter H. and Jerome B. Kernan (1986), “Analysis of Referral Networks in Marketing: Methods and Illustration,” Journal of Marketing Research, 23 (4), 370-378.
Reynolds, Fred D. and William R. Darden (1971), “Mutually Adaptive Effects of Interpersonal Communication,” Journal of Marketing Research, 8 (4), 449-454.
Richins, Marsha L. (1983), “Negative Word-of-Mouth by Dissatisfied Consumers: A Pilot Study,” Journal of Marketing, 47 (1), 68-78.
Ringold, Debra Jones and Barton Weitz (2007), “The American Marketing Association Definition of Marketing: Moving from Lagging to Leading Indicator,” Journal of Public Policy & Marketing, 26 (2), 251-260.
Robertson, Thomas S. and James H. Myers (1969), “Personality Correlates of Opinion Leadership and Innovative Buying Behavior,” Journal of Marketing Research, 6 (2), 164-168.
Rogers, Everett M. (1983), Diffusion of Innovations, New York: The Free Press.
Rogers, Everett M. and Dilip K. Bhowmik (1970), “Homophily-Heterophily: Relational Concepts for Communication Research,” Public Opinion Quarterly, 34 (4), 523-538.
Roshwalb, Irving (1956), “Personal Influence: The Part Played by People in the Flow of Mass Communications,” Journal of Marketing, 21 (1), 129-130.
Ryan, Bryce and Neal Gross (1943), “The Diffusion of Hybrid Seed Corn in Two Iowa Communities”, Rural Sociology, 3 (1), 15-21.
Samson, Alain (2006), “Understanding the Buzz That Matters: Negative vs Positive Word of Mouth,” International Journal of Market Research, 48 (6), 647-657.
Sen, Shahana and Dawn Lerman (2007), “Why are you telling me this? An examination into negative consumer reviews on the Web,” in Journal of Interactive Marketing (John Wiley & Sons) Vol. 21.
Shepherd, Gregory J. (1999), “Advances in Communication Theory: A Critical Review,” Journal of Communication, 49 (3), 156-164.
Silverman, George (2001), “The Power of Word of Mouth,” Direct Marketing, 64 (5), 47-52.
Smith, Robert E.and Christine A. Vogt (1995), “The Effects of Integrating Advertising and Negative Word-of-Mouth Communications on Message Processing and Response”, Journal of Consumer Psychology, 4 (2), 133-152.
Stanoevska-Slabeva, Katarina (2002), “Toward a Community-Oriented Design of Internet Platforms,” International Journal of Electronic Commerce, 6 (3), 71-95.
Stephens, Nancy and Kevin P. Gwinner (1998), “Why Don't Some People Complain? A Cognitive-Emotive Process Model of Consumer Complaint Behavior,” Journal of the Academy of Marketing Science, 26 (3), 172-189.
Subramani, Mani R. and Balaji Rajagopalan (2003), “Knowledge-Sharing and Influence in Online Social Networks via Viral Marketing,” Communications of the ACM, 46 (12), 300-307.
Subramani, Mani R. and Balaji Rajagopalan (2003), “Knowledge-Sharing and Influence in Online Social Networks via Viral Marketing,” Communications of the ACM, 46 (12), 300-307.
Summers, John O. (1971), “Generalized Change Agents and Innovativeness,” Journal of Marketing Research, 8 (3), 313-316.
Verhoef, Peter C., Philip Hans Franses, and Janny C. Hoekstra (2002), “The Effect of Relational Constructs on Customer Referrals and Number of Services Purchased From a Multiservice Provider: Does Age of Relationship Matter ?” Journal of the Academy of Marketing Science, 30 (3), 202-216.
Villanueva, Julian, Shijin Yoo, and Dominique M. Hanssens (2008), “The Impact of Marketing-Induced versus Word-of-Mouth Customer Acquisition on Customer Equity Growth,” Journal of Marketing Research, 45 (1), 48-59.
Wangenheim, Florian V. (2005), “Postswitching Negative Word of Mouth,” Journal of Service Research, 8 (1), 67-78.
Wangenheim, Florian V. and Tomás Bayón (2007), “The Chain from Customer Satisfaction via Word-of-Mouth Referrals to New Customer Acquisition,” Journal of the Academy of Marketing Science, 35 (2), 233-249.
Watkins, Harry S. and Raymond Liu (1996), “Collectivism, Individualism and In-Group Membership: Implications for Consumer Complaining Behaviors in Multicultural Contexts,” Journal of International Consumer Marketing, 8 (3/4), 69-96.
Weimann, Gabriel (1991), “The Influentials: Back to the Concept of Opinion Leaders?” Public Opinion Quarterly, 55 (2), 267-279.
Wetzer, Inge M., Marcel Zeelenberg, and Rik Pieters (2007), “Never Eat in That Restaurant, I Did! Exploring Why People Engage in Negative Word-of-Mouth Communication,” Psychology & Marketing, 24 (8), 661-680.
Whyte Jr, W. H. (1954), “The Web of Word of Mouth,” Fortune, 50, 140-143.
Wicken, Geoff and Richard Asquith (2008), “Turning the amplification up to 11,” International Journal of Market Research, 50, 777-95.
Wirtz, Jochen and Patricia Chew (2002), “The Effects of Incentives, Deal Proneness, Satisfaction and Tie Strength on Word-of-Mouth Behaviour,” International Journal of Service Industry Management, 13, (2), 141-162.
Woodside, Arch G. and M. Wayne Delozier (1976), “Effects of Word of Mouth Advertising on Consumer Risk Taking,” Journal of Advertising, 5 (4), 12-19.
Word of Mouth Marketing Association (2009), “WOM101”. Available: http://womma.org/
Wren, Daniel A. (1987), “Management History: Issues and Ideas for Teaching and Research,” Jounal of Management, 13 (2), 339-350.
王文科、王智弘(2006),教育研究法,台北市:五南。
蕭瑞麟(2007),不用數字的研究:鍛鍊深度思考力的質性研究,台北市:台灣培生教育。
QRCODE
 
 
 
 
 
                                                                                                                                                                                                                                                                                                                                                                                                               
第一頁 上一頁 下一頁 最後一頁 top
無相關期刊