臺灣博碩士論文加值系統

Word-of-mouth influence consumer purchasing decisions with high reliability features, it has become the most powerful marketing tool of communication by consumers as a medium for the spread of word-of-mouth network. This study will explore the social networking structural factors that affect the electronic word-of-mouth on microblog.
This study collected the responses data on the microblog discussion platform to be dataset, using social network analysis indicators to create a network measure of word-of-mouth. This research will analyze and verify the tie strength, homophily, and the number of subgroup for the impact of word-of-mouth. This study concludes that the tie strength of word-of-mouth can reflect the amount of positive correlation with goods sales performance. Second, discussion group can expand the network if the group can attract minority gender to discuss. Third, the number of subgroup within the same network caused spillover effects more poor. Companies can develop strategy of electronic word-of-mouth by this study conclusion.

以消費者做為媒介傳播的網路口碑，憑著高可信度的特性，已成為行銷中最有力的傳播工具之一，影響消費者的購買決策。隨著新型態的網路工具興起，本研究將以社會網路觀點探討微網誌中，消費者意見回饋與成員互動型態所構成的社會結構對於網路口碑的影響。
本研究將以微網誌服務中商業帳號的回應做為資料來源，利用社會網路分析指標建立網路口碑之衡量指標，分析並驗證連結強度(tie strength)、同質性(homophily)、小群體(subgroup)數量對於口碑生成的影響。結論發現以口碑討論量建起的連結強度能夠反應出口碑量與銷售績效正向相關。在多數相同性別主導的討論環境中，引起較少性別消費者討論可增強擴散範圍(如較多女性討論的電視劇群組中，引起較多男性討論之比例)。同一網路內小群體數量越多導致擴散效應不佳。在實務上，企業可針對本研究之結果研擬企業在網路口碑行銷策略。

Chapter 1 Introduction...................................1
1.1 Research background.................................1
1.2 Research motivation.................................3
1.3 Research Objectives and questions...................5
Chapter 2 Literature Review..............................6
2.1 Electronic Word-of-mouth............................6
2.2 Tie strength........................................7
2.3 Homophily...........................................8
2.4 Sub Group...........................................9
2.5 Social network analysis............................11
Chapter 3 Research Methodology..........................12
3.1 Research Framework.................................12
3.2 Research Hypotheses................................14
3.3 Data Collection....................................18
3.4 Research Method....................................20
Chapter 4 Results.......................................21
4.1 Network Sample .....................................21
4.2 Descriptive Statistics.............................23
4.3 Findings of Research...............................27
Chapter 5 Discussion and Conclusion.....................32
5.1 Discussion.........................................32
5.2 Conclusions........................................34
5.3 Implications of the Study..........................35
5.4 Limitations and Suggestions........................37

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