跳到主要內容

臺灣博碩士論文加值系統

(216.73.216.59) 您好!臺灣時間:2025/10/12 04:17
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:黃耀德
研究生(外文):Yaw-Der Huang
論文名稱:網路口碑行銷效果探究
論文名稱(外文):Measuring and Analyzing eWOM Marketing Effects
指導教授:江義平江義平引用關係蔡坤宏蔡坤宏引用關係
指導教授(外文):I-Ping ChiangKuen-Hung Tsai
口試委員:賴明政黃俊堯吳姮憓江義平蔡坤宏
口試委員(外文):Ming-Cheng LaiJiung-Yao HuangHeng-Hui WuI-Ping ChiangKuen-Hung Tsai
口試日期:2013-06-14
學位類別:碩士
校院名稱:國立臺北大學
系所名稱:資訊管理研究所
學門:電算機學門
學類:電算機一般學類
論文種類:學術論文
論文出版年:2013
畢業學年度:101
語文別:中文
論文頁數:128
中文關鍵詞:口碑行銷網路口碑網路行銷
外文關鍵詞:Word-of-mouth marketingElectronic word-of- mouthE-marketing
相關次數:
  • 被引用被引用:12
  • 點閱點閱:1720
  • 評分評分:
  • 下載下載:212
  • 收藏至我的研究室書目清單書目收藏:2
隨著網路與社群網站的興起,網路口碑(Electronic Word-of-Mouth; eWOM)成為了消費者消費行為的主要參考資訊來源,而網路口碑行銷(Electronic Word-of-Mouth Marketing;eWOMM)也成為全球網路行銷研究者所共同關注的焦點。但迄今對於網路口碑行銷的研究,仍然缺乏一個完整的模式來衡量其行銷效果。故本研究目的在於建構一個衡量網路口碑行銷的模式,探討網路口碑的價值、轉換過程及其行銷效果,並分析四組調節變項在網路口碑價值、轉換及行銷效果上所產生的差異。
本研究經發放問卷進行調查資料收集,共回收1611份有效樣本。並運用因素分析、信效度分析、驗證性因素分析與結構方程模式分析等方法,確立了衡量網路口碑的行銷模式以及情境影響之差異。本研究發現:(1)網路口碑的聲譽性價值會直接影響分享行為、參考行為以及購買意圖;(2)網路口碑的相關性價值會直接影響分享行為、參考行為以及購買意圖; (3)網路口碑的分享行為會直接影響購買意圖;(4)網路口碑的參考行為會直接影響購買意圖;(5)經由四因子操弄(產品類別、口碑類型、訴求方式、個人資本),各情境的行銷路徑有所不同。最後本研究也進一步對有關網路口碑行銷研究提供了結論和建議,而研究之實證結果可當作未來理論研究發展的基礎文獻,更可輔助企業在進行制定行銷策略之實務參考。
Powered by internet and social network surging, electronic word-of-mouth (eWOM) not only turns into a major reference for consumers’ online shopping behavior, but also becomes a global attention in internet marketing research; However, the research on word-of-mouth marketing (WOMM) has still rarely represented a comprehensive set of factors and valuation. The purpose of this study tries to focus on how to evaluate the effects of electronic word of mouth (eWOMM).
This study collected 1,611 valid Taiwanese mobile internet users’ samples through an online survey. Using confirmatory factor analysis, the study enhanced the model for the measurement of eWOMM. In addition, through SEM analysis we found that the reputation of the value and relevance of the value directly affect share、refer and purchase; moreover, share and refer directly affect purchase; different Scenario( product type、eWOM type、appeal type and individual capital) will make different marketing path. Based on our research results, further conclusions and implications for theoretical and practical studies are also provided.
致 謝 I
中文論文提要 II
英文論文提要 II
目 次 V
表 次 VI
圖 次 VIII

第一章 緒論 1
第一節 研究動機 1
第二節 研究目的 3
第三節 研究流程 5
第二章 文獻探討 6
第一節 網路口碑行銷定義及內涵 6
第二節 網路口碑之成因 8
第三節 網路口碑之價值 17
第四節 網路口碑價值轉換 19
第五節 網路口碑行銷效果 21
第三章 研究方法 22
第一節 研究架構 22
第二節 研究假說 23
第三節 資料收集方法 25
第四節 資料分析方法 30
第五節 預試分析 33
第六節 口碑情境操弄檢定 39
第四章 資料分析 41
第一節 敘述性統計分析 41
第二節 信度及效度分析 48
第三節 實證分析與討論 52
第四節 子樣本結構方程模式路徑分析 55
第五節 中介效果分析 84
第五章 研究結論與建議 90
第一節 研究結論 90
第二節 理論與實務貢獻 90
第三節 研究限制與未來研究建議 97
參考文獻 99
附錄一 預試問卷題項 110
附錄二 正式問卷情境操弄 112
附錄三 正式問卷題項 125
簡  歷 127
著作權聲明 128
小林憲生. (2006). AISAS (アイサス) のススメ--ブロードバンド時代のクロスメディア・キャンペーン・プランニング (特集 進化する IMC). Advertising, 14, 24-26.
陳正昌,程炳林,陳新豐,劉子鍵(2005). 多變量分析方法-統計軟體應用,四版,台北:五南出版社。
Aggarwal, P., & Mazumdar, T. (2007). Decision delegation: A conceptualization and empirical investigation. Psychology & Marketing, 25(1) , 71-93.
Alba, Joseph, Lynch, John, Weitz, Barton, Janiszewski, Chris, Lutz, Richard, Sawyer, Alan, & Wood, Stacy. (1997). Interactive home shopping: consumer, retailer, and manufacturer incentives to participate in electronic marketplaces. The Journal of Marketing, 61(3), 38-53.
Ali, Husam Mukhtar. (2007). Predicting the Overall Perceived Value of a Leisure Service: A Survey of Restaurant Patrons in Pretoria. University of Pretoria.
Allsop, D.T., Bassett, B.R., & Hoskins, J.A. (2007). Word-of-mouth research: principles and applications. Journal of Advertising Research, 47(4), 398.
Anderson, E.W. (1998). Customer satisfaction and word of mouth. Journal of Service Research, 1(1), 5-17.
Anderson, J.C., & Gerbing, D.W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103(3), 411.
Arndt, J. (1967). Role of product-related conversations in the diffusion of a new product. Journal of marketing research, 4(3), 291-295.
Bagozzi, R. P. & Yi, Y. (1988). On the Evaluation of Structural Equation Models. Academy of Marketing Science, 16(1), 74-94.
Balmer, J.M.T., & Greyser, S.A. (2006). Corporate marketing: integrating corporate identity, corporate branding, corporate communications, corporate image and corporate reputation. European Journal of Marketing, 40(7/8), 730-741.
Balmer, John MT. (1998). Corporate identity and the advent of corporate marketing. Journal of Marketing Management, 14(8), 963-996.
Bansal, H.S., & Voyer, P.A. (2000). Word-of-mouth processes within a services purchase decision context. Journal of Service Research, 3(2), 166-177.
Bart, Y., Shankar, V., Sultan, F., & Urban, G.L. (2005). Are the drivers and role of online trust the same for all web sites and consumers? A large-scale exploratory empirical study. Journal of Marketing, 69(4), 133-152.
Bearden, W.O., & Etzel, M.J. (1982). Reference group influence on product and brand purchase decisions. Journal of Consumer Research , 9(2), 183-194.
Beatty, S.E., & Smith, S.M. (1987). External search effort: An investigation across several product categories. Journal of Consumer Research,14(1), 83-95.
Becker, G.S. (1994). Human capital: A theoretical and empirical analysis, with special reference to education: University of Chicago Press.
Bentler, P. M. (1995), EQS Structural Equations Program Manual. Los Angeles: BMDP Statistical Software.
Bentler, P. M. & Bonett, D. G. (1980), Significance Tests and Goodness of Fit in the Analysis of Covariance Structures. Psychological Bulletin, 88(3), 588-606.
Berger, J., & Schwartz, E.M. (2011). What drives immediate and ongoing word of mouth? Journal of marketing research, 48(5), 869-880.
Berry, L.L., Seiders, K., & Grewal, D. (2002). Understanding service convenience. The Journal of Marketing,66(3) 1-17.
Bhatnagar, Amit, Misra, Sanjog, & Rao, H Raghav. (2000). On risk, convenience, and Internet shopping behavior. Communications of the ACM, 43(11), 98-105.
Bičiūnaitė, Vilija, & Bakanauskas, Arvydas. (2011). Interaction Model for The Young Fashion Buyers And Brandambassadors. Organizacijų Vadyba: Sisteminiai Tyrimai(58), 7-29.
Bickart, B., & Schindler, R.M. (2001). Internet forums as influential sources of consumer information. Journal of Interactive Marketing, 15(3), 31-40.
Bigne, J.E., Andreu, L., & Gnoth, J. (2005). The theme park experience: An analysis of pleasure, arousal and satisfaction. Tourism Management, 26(6), 833-844.
Bitner, M.J. (1990). Evaluating service encounters: the effects of physical surroundings and employee responses. The Journal of Marketing, 54(2), 69-82.
Blackwell, R.D., Miniard, P.W., & Engel, J.F. (2001). Consumer Behavior: Harcourt College Publishers.
Bock, G.W., Zmud, R.W., Kim, Y.G., & Lee, J.N. (2005). Behavioral intention formation in knowledge sharing: Examining the roles of extrinsic motivators, social-psychological forces, and organizational climate. MIS Quarterly, 29(1), 87-111.
Bolfing, Claire P. (1989). How do customers express dissatisfaction and what can service marketers do about it? Journal of Services Marketing, 3(2), 5-23.
Bone, P.F. (1992). Determinants of word-of-mouth communications during product consumption. Advances in Consumer Research, 19(1), 579-583.
Bone, Paula Fitzgerald. (1995). Word-of-mouth effects on short-term and long-term product judgments. Journal of Business Research, 32(3), 213-223.
Bonner, B.L., Baumann, M.R., Lehn, A.K., Pierce, D.M., & Wheeler, E.C. (2006). Modeling collective choice: decision‐making on complex intellective tasks. European Journal of Social Psychology, 36(5), 617-633.
Brock, T.C., & Green, M.C. (2005). Persuasion: Psychological Insights and Perspectives: Sage Publications, Incorporated.
Brown, I., & Jayakody, R. (2008). B6 e-commerce success: A test and validation of a revised conceptual model. The Electronic Journal Information Systems Evaluation, 11(3), 167-184.
Brown, T.J., Barry, T.E., Dacin, P.A., & Gunst, R.F. (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.
Browne, M. W.. & Cudeck, R. (1993). Alternative ways of assessing model fit. In K. A. Bollen & J. S. Long (Eds.), Testing Structural Equation Models (pp. 136-162). Newbury Park, CA: Sage.
Brush, Thomas H, & Artz, Kendall W. (1999). Toward a contingent resource‐based theory: the impact of information asymmetry on the value of capabilities in veterinary medicine. Strategic Management Journal, 20(3), 223-250.
Buda, R., & Zhang, Y. (2000). Consumer product evaluation: the interactive effect of message framing, presentation order, and source credibility. Journal of Product & Brand Management, 9(4), 229-242.
Buttle, F.A. (1998). Word of mouth: understanding and managing referral marketing. Journal of Strategic Marketing, 6(3), 241-254.
Bozdogan, H. (1987). Model Selection and Akaike's Information Criterion (AIC): The General Theory and Its Analytical Extensions. Psychometrika, 52(3), 345-370.
Charlesworth, W.R. (1969). The role of surprise in cognitive development. In D. Elkind & F. Flavell (Eds.), Studies in Cognitive Development (pp. 257–314).
Cheung, C.M.K., Lee, M.K.O., & Rabjohn, N. (2008). The impact of electronic word-of-mouth: The adoption of online opinions in online customer communities. Internet Research, 18(3), 229-247.
Chiu, C.M., Hsu, M.H., & Wang, E.T.G. (2006). Understanding knowledge sharing in virtual communities: An integration of social capital and social cognitive theories. Decision Support Systems, 42(3), 1872-1888.
Chu, S-C, (2009), Determinants of consumer engagement in electronic word-of-mouth in social networking sites. Austin: The University of Texas, 2009.
Clark, R.A., & Goldsmith, R.E. (2005). Market mavens: psychological influences. Psychology and Marketing, 22(4), 289-312.
Cooper, D.R., Schindler, P.S., & Sun, J. (2003). Business research methods: McGraw-Hill/Irwin New York.
Copeland, Melvin T. (1923). Relation of consumers' buying habits to marketing methods. Harvard Business Review, 1(3), 282-289.
Darby, Michael R, & Karni, Edi. (1973). Free competition and the optimal amount of fraud. Journal of Law and Economics, 16(1), 67-88.
Derbaix, C., & Vanhamme, J. (2003). Inducing word-of-mouth by eliciting surprise–a pilot investigation. Journal of Economic Psychology, 24(1), 99-116.
Deutsch, M., & Gerard, H.B. (1955). A study of normative and informational social influences upon individual judgment. The Journal of Abnormal and Social Psychology, 51(3), 629.
Dowling, G.R. (2001). Creating Corporate Reputations: Identity, Images, and Performance: Oxford University Press, Incorporated.
Duncan, C.P. (1979). Humor in advertising: A behavioral perspective. Journal of the Academy of Marketing Science, 7(4), 285-306.
Dunk, A.S. (2004). Product life cycle cost analysis: the impact of customer profiling, competitive advantage, and quality of IS information. Management Accounting Research, 15(4), 401-414.
Dwyer, P. (2007). Measuring the value of electronic word of mouth and its impact in consumer communities. Journal of Interactive Marketing, 21(2), 63-79.
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.
Engel,J.F.,Blackwell,R.D. and Miniard,P.W.(1995), Consumer Behavior, 8th ed.,New York: Dryden Press.
Fehr, E., & Falk, A. (2002). Psychological foundations of incentives. European Economic Review, 46(4), 687-724.
Feick, L.F., & Price, L.L. (1987). The market maven: A diffuser of marketplace information. The Journal of Marketing,51(1), 83-97.
Ferguson, R. (2008). Word of mouth and viral marketing: taking the temperature of the hottest trends in marketing. Journal of Consumer Marketing, 25(3), 179-182.
Fombrun, Charles, & Shanley, Mark. (1990). What's in a name? Reputation building and corporate strategy. Academy of Management Journal, 33(2), 233-258.
Fornell, Claes, & Larcker, David F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.
Gilly, M.C., Graham, J.L., Wolfinbarger, M.F., & Yale, L.J. (1998). A dyadic study of interpersonal information search. Journal of the Academy of Marketing Science, 26(2) , 83-100.
Godes, D., & Mayzlin, D. (2004). Using online conversations to study word-of-mouth communication. Marketing Science, 23(4), 545-560.
D. Godes, D. Mayzlin, Y. Chen, S. Das, C. Dellarocas, B. Pfeiffer, B. Libai, S. Sen, M. Shi and P.W.J. Verlegh (2005). The firm's management of social interactions. Marketing Letters, 16(3), 415-428.
Goldberg, Marvin E, & Hartwick, Jon. (1990). The effects of advertiser reputation and extremity of advertising claim on advertising effectiveness. Journal of Consumer Research, 17(2), 172-179.
Goldsmith, R.E., & Desborde, R. (1991). A validity study of a measure of opinion leadership. Journal of Business Research, 22(1), 11-19.
Gorsuch, R.L. (1997). Exploratory factor analysis: Its role in item analysis. Journal of Personality Assessment, 68(3), 532-560.
Grewal, D., Gotlieb, J., & Marmorstein, H. (1994). The moderating effects of message framing and source credibility on the price-perceived risk relationship. Journal of Consumer Research, 21(1), 145-153.
Hair, J. F. Jr., Anderson, R. E., Tatham, R. L. & William, C. Black (1995), Multivariate Data Analysis with Readings(4th ed.), Englewood Cliffs, NJ: Prentice Hall.
Harrison-Walker, L.J. (2001). The measurement of word-of-mouth communication and an investigation of service quality and customer commitment as potential antecedents. Journal of Service Research, 4(1), 60-75.
Hennig-Thurau, T., & Walsh, G. (2003). Electronic word-of-mouth: motives for and consequences of reading customer articulations on the internet. International Journal of Electronic Commerce, 8(2), 51-74.
Hennig‐Thurau, T., Gwinner, K.P., Walsh, G., & Gremler, D.D. (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, Kardes, Frank R, & Kim, John. (1991). Effects of word-of-mouth and product-attribute information on persuasion: An accessibility-diagnosticity perspective. Journal of Consumer Research, 74(4), 454-462.
Herr, Paul M, & Page, Christine M. (2004). Asymmetric association of liking and disliking judgments: so what’s not to like? Journal of Consumer Research, 30(4), 588-601.
Hong, J.W., A. Muderrisoglu, G.M. Zinkhan. 1987. Cultural Differences and Advertising Expression: A Comparative Content Analysis of Japanese and U.S. Magazine Advertising. Journal of Advertising. 16(1) 55-68.
Hovland, C.I., & Weiss, W. (1951). The influence of source credibility on communication effectiveness. Public Opinion Quarterly, 15(4), 635-650.
Hu, L. & Bentler, P. M. (1999), Cutoff Criteria for Fit Indexes in Covariance Structure Analysis: Conventional Criteria Versus New Alternatives. Structural Equation Modeling, 6(1), 1-55.
Hughes, M. (2005). Buzzmarketing: get people to talk about your stuff. Portfolio Publisher, London.
Iacobucci, Dawn. (1992). An empirical examination of some basic tenets in services: goods-services continua. Advances in Services Marketing and Management, 1, 23-52.
Ibelema, M., & Powell, L. (2001). Cable television news viewed as most credible. Newspaper Research Journal, 22(1), 41-51.
Joreskog, K.G., & Sorbom, D. (1989). LISREL 7: A Guide to the Program and Applications (Vol. 2): Spss Chicago.
Jansen, Bernard J, Zhang, Mimi, Sobel, Kate, & Chowdury, Abdur. (2009). Twitter power: Tweets as electronic word of mouth. Journal of the American Society for Information Science and Technology, 60(11), 2169-2188.
Jones, E. E., & Nisbett, R. E. (1972),"The Actor and the Observer: Divergent Perceptions of the Causes of Behavior. E. E. Jones et al. (Eds.), Attribution: Perceiving the Causes of Behavior.", Morristown, NJ: General Learning Press.
Kaiser, H. F. & Rice, J. (1974), Little Jiffy Mark IV. Educational and Psychological Measurement, 34(Spring), 111-117.
Kelman, H.C. (1961). Processes of opinion change. Public Opinion Quarterly, 25(1), 57-78.
Kiang, Melody Y, Raghu, TS, & Shang, Kevin Huei-Min. (2000). Marketing on the Internet—who can benefit from an online marketing approach? Decision Support Systems, 27(4), 383-393.
Komiak, S.X., & Benbasat, I. (2004). Understanding customer trust in agent-mediated electronic commerce, web-mediated electronic commerce, and traditional commerce. Information Technology and Management, 5(1), 181-207.
Kotler, P. (2000). Marketing Management. The Millennium Edition. Pearson Education.
Kozinets, R.V., De Valck, K., Wojnicki, A.C., & Wilner, S.J.S. (2010). Networked narratives: Understanding word-of-mouth marketing in online communities. Journal of Marketing, 74(2), 71-89.
Kuan, H.H., & Bock, G.W. (2007). Trust transference in brick and click retailers: An investigation of the before-online-visit phase. Information & Management, 44(2), 175-187.
Ladhari, R. (2007). The effect of consumption emotions on satisfaction and word‐of‐mouth communications. Psychology and Marketing, 24(12), 1085-1108.
Lee, J., & Lee, J.N. (2009). Understanding the product information inference process in electronic word-of-mouth: An objectivity–subjectivity dichotomy perspective. Information & Management, 46(5), 302-311.
Lee, Hoon, Kerstetter, Deborah, Graefe, Alan R, & Confer Jr, John J. (1997). Crowding at an art festival: a replication and extension of the outdoor recreation crowding model. General Technical Report-Northeastern Forest Experiment Station, USDA Forest Service(NE-232), 198-204.
Lee, S., Shin, B., & Lee, H.G. (2009). Understanding post-adoption usage of mobile data services: The role of supplier-side variables. Journal of the Association for Information Systems, 10(12), 860-888.
Leimeister, J.M., Ebner, W., & Krcmar, H. (2005). Design, implementation, and evaluation of trust-supporting components in virtual communities for patients. Journal of Management Information Systems, 21(4), 101-131.
Levitt, Theodore. (1965). Industrial Purchasing Behavior: A Study of Communications Effects: Division of Research, Graduate School of Business Administration, Harvard University.
Li, F., & Du, T.C. (2011). Who is talking? An ontology-based opinion leader identification framework for word-of-mouth marketing in online social blogs. Decision Support Systems, 51(1), 190-197.
Li, J., & Zhan, L. (2011). Online Persuasion: How the Written Word Drives WOM—Evidence from Consumer-Generated Product Reviews. Journal of Advertising Research, 51(1), 239.
Lynch, O.H. (2002). Humorous communication: Finding a place for humor in communication research. Communication Theory, 12(4), 423-445.
Madu, C.N., & Madu, A.A. (2002). Dimensions of e-quality. International Journal of Quality & Reliability Management, 19(3), 246-258.
Maxham III, J.G., & Netemeyer, R.G. (2002). A longitudinal study of complaining customers' evaluations of multiple service failures and recovery efforts. The Journal of Marketing, 66(4) ,57-71.
Mehrabian, A., & Russell, J.A. (1974). An Approach to Environmental Psychology: the MIT Press.
Meyer, W.U., Niepel, M., & Schutzwohl, A. (1994). Uberraschung und Attribution [Surprise and attribution]. In F. Forsterling & J. Stiensmeier-Pelster (Eds.), Attributionstheorie. Grundlagen und Anwendungen (pp. 105-121). Gottingen: Hogrefe.
Meyers-Levy, J., & Peracchio, L.A. (1995). Understanding the effects of color: How the correspondence between available and required resources affects attitudes. Journal of Consumer Research, 22(2) ,121-138.
Mitchell, A.A., & Dacin, P.A. (1996). The assessment of alternative measures of consumer expertise. Journal of Consumer Research, 23(3) , 219-239.
Mizerski, Richard W. (1982). An attribution explanation of the disproportionate influence of unfavorable information. Journal of Consumer Research, 9(3), 301-310.
Mulaik, S. A., James, L. R., Altine, J. V., Bennett, N., Lind, S. & Stilwell, C. D. (1989), Evaluation of Goodness-of-fit Indices for Structural Equation Models. Psychological Bulletin, 105(3), 430-445.
Nah, F.F.H., & Davis, S. (2002). HCI research issues in e-commerce. Journal of Electronic Commerce Research, 3(3), 98-113.
Nakamura, M., Saito, K., & Wakabayashi, M. (1990). Effects of attitude formation, persuasive message, and source expertise on attitude change: an examination based on the Elaboration Likelihood Model and the Attitude Formation Theory. Shinrigaku kenkyu: The Japanese journal of psychology, 61(1), 15.
Nelson, Phillip. (1970). Information and consumer behavior. The Journal of Political Economy, 78(2), 311-329.
Norton, Seth W, & Norton Jr, Will. (1988). An economic perspective on the information content of magazine advertisements. International Journal of Advertising, 7(2), 138-148.
Novak, T.P., Hoffman, D.L., & Yung, Y.F. (2000). Measuring the customer experience in online environments: A structural modeling approach. Marketing Science, 19(1), 22-42.
Nyer, P.U. (1997). A study of the relationships between cognitive appraisals and consumption emotions. Journal of the Academy of Marketing Science, 25(4), 296-304.
Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers' perceived expertise, trustworthiness, and attractiveness. Journal of Advertising, 19(3),39-52.
Ohanian, R. (1991). The impact of celebrity spokespersons' perceived image on consumers' intention to purchase. Journal of Advertising Research , 31, 46-54.
Park, C.W., & Lessig, V.P. (1977). Students and housewives: Differences in susceptibility to reference group influence. Journal of Consumer Research, 4(2) ,102-110.
Park, D.H. & Lee, J. (2008). eWOM overload and its effect on consumer behavioral intention depending on consumer involvement. Electronic Commerce Research and Applications, 7(4), 386.
Park, J.W., & Hastak, M. (1994). Memory-based product judgments: Effects of involvement at encoding and retrieval. Journal of Consumer Research, 21(3) ,534-547.
Peterson, R.A., Balasubramanian, S., & Bronnenberg, B.J. (1997). Exploring the implications of the Internet for consumer marketing. Journal of the Academy of Marketing Science, 25(4), 329-346.
Petrick, James F. (2002). Development of a multi-dimensional scale for measuring the perceived value of a service. Journal of Leisure Research, 34(2), 119-134.
Petty, R. E.,Cacioppo, J. T.(1986).Communication and Persuasion: Central and Peripheral Routes to Attitude Change.New York:Springer-Verlag.
Petty, R.E., Cacioppo, J.T., & Schumann, D. (1983). Central and peripheral routes to advertising effectiveness: The moderating role of involvement. Journal of Consumer Research, 10 ,135-146.
Phelps, J.E., Lewis, R., Mobilio, L., Perry, D., & Raman, N. (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.
Ponzi, Leonard J, Fombrun, Charles J, & Gardberg, Naomi A. (2011). RepTrak™ Pulse: conceptualizing and validating a short-form measure of corporate reputation. Corporate Reputation Review, 14(1), 15-35.
Porter, Noah. (1913). Webster's Revised Unabridged Dictionary of the Engli: C. & G. Merriam Company. Springfield, Mass.
Prendergast, G., Ko, D., & Yuen, S.Y.V. (2010). Online word of mouth and consumer purchase intentions. International Journal of Advertising, 29(5), 687-708.
Price, L.L., Feick, L.F., & Higie, R.A. (1987). Information sensitive consumers and market information. Journal of Consumer Affairs, 21(2), 328-341.
Resnik, A., & Stern, B.L. (1977). An analysis of information content in television advertising. The Journal of Marketing, 41(1) ,50-53.
Richins, Marsha L. (1983). Negative word-of-mouth by dissatisfied consumers: a pilot study. The Journal of Marketing,47(1) 68-78.
Rogers, E.M. (1995). Diffusion of innovations: Simon and Schuster.
Rosen, Emanuel (2009), The Anatomy of Buzz Revisited. New York: Doubleday Business.
Russell, J.A., & Pratt, G. (1980). A description of the affective quality attributed to environments. Journal of Personality and Social Psychology, 38(2), 311.
Schultz, T.W. (1961). Investment in human capital. The American Economic Review, 51(1), 1-17.
Seiders, Kathleen, & Berry, Leonard L. (1998). Service fairness: What it is and why it matters. The Academy of Management Executive, 12(2), 8-20.
Sernovitz, A. (2006/2009). Word of Mouth Marketing: How Smart Companies Get People Talking (Rev. ed.). New York: Kaplan Publishing.
Shankar, V., Smith, A.K., & Rangaswamy, A. (2003). Customer satisfaction and loyalty in online and offline environments. International Journal of Research in Marketing, 20(2), 153-175.
Shen, Y.C., Huang, C.Y., Chu, C.H., & Liao, H.C. (2010). Virtual community loyalty: an interpersonal-interaction perspective. International Journal of Electronic Commerce, 15(1), 49-74.
Shimp, T. A.(1990).Promotion Management and Marketing Communications.Chicago, IL:Dryden Press.
Skowronski, John J, & Carlston, Donal E. (1989). Negativity and extremity biases in impression formation: A review of explanations. Psychological Bulletin, 105(1), 131.
Smith, Daniel C, & Park, C Whan. (1992). The effects of brand extensions on market share and advertising efficiency. Journal of Marketing Research,29(3), 296-313.
Solomon, M.R. (2002).Consumer behavior: Buying, having, and being (5th edn).Upper Saddle River, NJ: Prentice Hall.
Solomon, M. R. (2007), Consumer Behavior Consumer Behavior. Prentice Hall, Upper Saddle River, New Jersey.
Summers, J.O. (1970). The identity of women's clothing fashion opinion leaders. Journal of MarketingRresearch, 7(2) ,178-185.
Sun, T., Youn, S., Wu, G., & Kuntaraporn, M. (2006). Online Word‐of‐Mouth (or Mouse): An Exploration of Its Antecedents and Consequences. Journal of Computer‐Mediated Communication, 11(4), 1104-1127.
Sundaram, Dinesh S, Mitra, Kaushik, & Webster, Cynthia. (1998). Word-of-mouth communications: a motivational analysis. Advances in Consumer Research, 25(1), 527-531.
Trusov, M., Bucklin, R.E., and Pauwels, K., 2007. "Effects of Word-of-Mouth Versus Traditional Marketing: Findings from an Internet Social Networking Site". Working paper.
Venkatraman, M.P. (1989). Opinion leaders, adopters, and communicative adopters: A role analysis. Psychology and Marketing, 6(1), 51-68.
Walsh, G., Gwinner, K.P., & Swanson, S.R. (2004). What makes mavens tick? Exploring the motives of market mavens’ initiation of information diffusion. Journal of Consumer Marketing, 21(2), 109-122.
Wangenheim, F.V. (2005). Postswitching negative word of mouth. Journal of Service Research, 8(1), 67-78.
Wathen, C.N., & Burkell, J. (2001). Believe it or not: Factors influencing credibility on the Web. Journal of the American Society for Information Science and Technology, 53(2), 134-144.
Westbrook, R.A. (1987). Product/consumption-based affective responses and postpurchase processes. Journal of marketing research, 24(3) , 258-270.
Whyte Jr, William H. (1954). The web of word of mouth. Fortune, 50(1954), 140-143.
Wiedmann, K., Hennigs, N., Langner, S. (2007). Categorizing the Potential and Value
of WOM-Referrals: Towards a Comprehensive Typology of Social Influencers. AMA Winter Educators' Conference Proceedings. 18. 22–24.
Wu, T.W., Day, R.L., & MacKay, D.B. (1988). Consumer benefits versus product attributes: an experimental test. Quarterly Journal of Business and Economics, 27(3) ,88-113.
Yuksel, A. (2007). Tourist shopping habitat: Effects on emotions, shopping value and behaviours. Tourism Management, 28(1), 58-69.
Yang CC and Ng TD (2007) Terrorism and crime related weblog social network: link, content analysis and information visualization. In: Proceedings of the IEEE International Conference on Intelligence and Security Informatics. May 23–24, New Brunswick, NJ.
Yoon, Eunsang, Guffey, Hugh J, & Kijewski, Valerie. (1993). The effects of information and company reputation on intentions to buy a business service. Journal of Business Research, 27(3), 215-228.
Zeithaml, V.A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. The Journal of Marketing, 52(3) ,2-22.
Zhang, W. and Watts, S. (2003). Knowledge Adoption in Online Communities of Practice. In: S.T. March, A. Massey, and J.I. DeGross (eds.), 24th International Conference on Information Systems. Atlanta: AIS, 96-109.
Zhang, Y., & Zinkhan, G.M. (2006). Responses to Humorous Ads: Does Audience Involvement Matter? Journal of Advertising, 35(4), 113-127.
QRCODE
 
 
 
 
 
                                                                                                                                                                                                                                                                                                                                                                                                               
第一頁 上一頁 下一頁 最後一頁 top
無相關期刊