臺灣博碩士論文加值系統

隨著Web2.0的興起，資訊不再像過去侷限於需要面對面的傳遞，越來越多人可以自由地在網路上發表對於產品或服務的使用經驗，消費者也能利用網路搜尋他人分享的產品評論，網路已成為消費者獲得資訊和意見分享的最主要的管道，現在的消費者大多會在購買商品前透過網路評論來協助購買決策，然而隨著時間的推移，網路評論的篇數越來越多，內容也都不盡相同，然而並不是每篇評論對於消費者的購買決策都是具有幫助，因此替消費者從中找出具有助益性的評論或是撰寫一篇有用的評論就顯得非常重要。
因此，本文試圖透過文獻回顧彙整出影響評論助益性之因素，並探討其因素對於幫助性之關係。本研究整理出在評論的訊息內容（深度與字數、評價、數量、品質、極端性與星級評等）、產品類型（搜尋型產品與經驗型產品、享樂型產品與實用型產品）、訊息傳遞者(創新特質、專業程度)皆會影響消費者評估評論助益性。

With the developed of the Internet, the information no longer limited to transmit face-to-face. Consumer can acquire product information and online review from the internet. Online product reviews are important determinants of consumers’ purchase decision. Consumers suppose that online reviews or electronic word-of-mouth (eWOM) is more useful because they generally trust peer consumers more than advertisers. However, the number of reviews on the Internet, consumers are hard to identify whether the online review is helpful or not. Therefore, this study tried to figure out how to evaluate the helpfulness of online reviews.
This study use “ helpfulness” and ”online review ” for keyword to search for eWOM direct-related literatures. We sorted out the contents of the review characteristics (review depth and word count, quantity, quality, valence, review extremity and star rating), product type (search products and experience products, hedonic products vs utilitarian Product), reviewer characteristics (innovativeness , expertise) will influence the consumer to evaluate online reviews.

中文摘要 i
ABSTRACT ii
表目錄 v
第一章 緒論 1
1.1研究背景與動機 1
1.2研究目的 2
1.3研究流程 3
第二章 文獻探討 4
2.1傳統口碑與網路口碑 4
2.2評論助益性 6
第三章 研究方法 7
3.1 資料收集方法 7
3.2 研究資料分類 7
3.3結果分析 8
第四章 結論 16
4.1結論 16
4 .2管理意涵 17
4.3研究限制與未來建議 17
參考文獻 18

ACNielsen (2009), Global Advertising Consumers Trust Real Friends and Virtual Strangers The Most. [available at http://www.nielsen.com/us/en/insights/news/2009/global-advertising-consumers-trust-real-friends-and-virtual-strangers-the-most.html]
ACNielsen (2012), Global Trust in Advertising and Brand Messages. [available at http://www.nielsen.com/us/en/insights/reports/2012/global-trust-in-advertising-a nd-brand-messages.html]
Arndt, J. (1967). Role of Product-Related Conversations in the Diffusion of a New Product. Journal of Marketing Research, 4(3), 291-295.
Allsop, D. T., B. R. Bassett, and J. A. Hoskins (2007) Word-of-Mouth Research: Principles and Applications‖, Journal of Advertising Research, 47(4),398-411.
Alba, J. W., & Hutchinson, J. W. (1987). Dimensions of consumer expertise. Journal of Consumer Research, 13, 411-454.
Baek, Hyunmi, JoongHo Ahn, and Youngseok Choi (2012), Helpfulness of Online Consumer Reviews: Readers' Objectives and Review Cues, International Journal of Electronic Commerce, 17 (2), 99-126.
Basuroy, Suman, Subimal Chatterjee, and S. Ravid (2003). How Critical Are Critical Reviews? The Box Office Effects of Film Critics, Star Power, and Budgets, Journal of Marketing, Vol. 67, 103–117.
Babin, B. J., Darden, W. R., & Griffin, M. (1994). Work and/or fun: Measuring hedonic and utilitarian shopping value. Journal of Consumer Research. 20(4), 644-656.
Bickart, B. & Schindler, R.M. (2001). Internet forums as influential sources of consumer information. Journal of Interactive Marketing, 15(3), 31-40.
Chatterjee, P. (2001) Online reviews: Do consumers use them?, Advances in Consumer Research, 28,129-133.
Chen Y. and J. Xie(2008), Online Consumer Review: Word-of-Mouth as a New Element of Marketing Communications Mix, Management Science, 54(3), 477-491.
Dellarocas, Chrysanthos (2003). The Digitization of Word of Mouth: Promise and Challenges of Online Feedback Mechanisms, Management Science, 49 (10), 1407-1424.
East, R., Hammond, K., & Lomax, W. (2008). Measuring the impact of positive and negative word of mouth on brand purchase probability. International Journal of Research in Marketing. 25(3), 215-224.
Francis Buttle (1997), ISO 9000: marketing motivations and benefits, International Journal of Quality & Reliability Management, 14(9), 936.
Gelb, Betsy D. and Suresh Sundaram. (2002). Adapting to Word of Mouse, Business Horizons,45(4), 21-25.
Gilly, M. C., J. L. Graham, M. F. Wolfinbarger and L. J. Yale (1998), A Dyadic Study of Interpersonal Information Search, Journal of the Academy of Marketing Science, 25,83-100.
Hennig-Thurau, Throsten, Kevin P. Gwinner, Gianfranco 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, Frank Kardes, and John Kim (1991). Effect of Word-of-Mouth and Product-Attribute Information on Persuasion:an Accessibility-Diagnostic Perspective, Journal of Consumer Research, 17,454-462.
Jiang, Z., and I. Benbasat (2007), Investigating the Influence of the Functional Mechanisms of Online Product Presentation, Information Systems Research, 18 (4), 221-244.
Khare, A., Lauren I. L., and Anthony K. A. (2011). The Assimilative and Contrastive Effects of Word-of-Mouth Volume: An Experimental Examination of Online Consumer Ratings, Journal of Retailing, 87(1), 111–126.
Ladhari, Riadh, and Mélissa Michaud (2015). eWOM Effects on Hotel Booking Intentions, Attitudes, Trust, and Website Perceptions,”International Journal of Hospitality Management, 46, 36-45.
Lin, Tom M.Y., Pin Luarn, and Yun K. Huang (2005). Effect of Internet Book Reviews on Purchase Intention: A Focus Group Study, The Journal of Academic Librarianship, 31 (5), 461-468.
Liu, Y. (2006). Word of Mouth for Movies: Its Dynamics and Impact on Box Office Revenue, Journal of Marketing, 70(3), 74-89.
Lin, Tom M.Y., Yun K. Huang, and Wen I Yang (2007). An Experimental Design Approach to Investigating the Relationship between Internet Book Reviews and Purchase Intention, Library & Information Science Research, 29 (3), 397-415.
Mizerski, R.W. (1982). An Attribution Explanation of the Disproportionate Influence of Unfovorable Information, Journal of Consumer Research, 9,301-310.
Mudambi, Susan M., and David Schuff (2010). What Makes a Helpful Review ? A Study of Customer Reviews on Amazon.com, MIS Quarterly, 34 (1), 185-200.
Pan, Yue, and Jason Q. Zhang (2011). Born Unequal: A Study of The Helpfulness of User-Generated Product Reviews, Journal of Retailing, 87 (4), 598-612.
Park, Do-Hyung, Jumin Lee and Ingoo Han. (2007). The Effects of On-Line Consumer Reviews on Consumer Purchasing Intention: The Moderating Role of Involvement,” International Journal of Electronic Commerce, 11(4), 125-148.
Rosen, D. L. and Olshavsky, R. C. (1987). The Dual Role of Informational Social Influence: Implications for Marketing Management, Journal of Business Research, 15(2), 123-144.
Shen, Y. T., Shenyu L., and Michelle D. (2012), The Effect of Quantitative Electronic Word of Mouth on Consumer Perceived Product Quality, International Journal of Management and Marketing Research, 5(2), 19-29.
Silverman, G. (1997). How to Harness the Awesome Power of Word of Mouth. Direct Marketing, 60(7), 32-37.
Sweller, J., (1988). Cognitive load during problem solving: effects on learning. Cognitive Science, 12,257-285.
Tanimoto, J., and H. Fujii (2003). A Study on Diffusion Characteristics of Information on a Human Network Analyzed by a Multi-Agent Stimulator‖, The Social Science Journal, 40(3), 479-485.
Wright, Peter. (1974). The Harassed Decision-Maker: Time Pressures, Distractions and the Use of Evidence, Journal of Applied Psychology, 59(4), 555-561.
Wyer, R. S. (1974). “Cognitive Organization and Changes: An Information Processing Approach“