臺灣博碩士論文加值系統

現今網路意見日益氾濫，快速發展的網路通訊技術及社群媒體，加速了消費者蒐集資料、訊息接觸來源的改變，並影響了消費者的購後行為、品牌聲譽與企業營運。本研究鎖定直銷業為主要研究範疇，相較其他傳統通路，直銷業特別仰賴人與人之間的口碑傳播，其產業商業模式特色為「直接與消費者連結」，對於消費者購物體驗、滿意度與購買後評價亦更加重視。然而，以往關於直銷產業營運的研究，多為直銷代表事業拓展與直銷顧客溝通媒介挑選等主題，對於網路聲譽管理應用於直銷業營運的相關資料仍相當有限。
本論文將探討網路聲譽管理對於直銷業營運有哪些關鍵性的影響，並採用FAHP模糊層級分析法，邀請11位產業專家提供專業意見及看法。於本研究結果可知，網路聲譽管理影響直銷業營運的關鍵因素中，最受重視的是「企業聲譽」及「網路口碑」；而於評估準則層級串聯權重排序下，網路聲譽管理則對直銷業營運之顧客滿意度、購買意願及良好企業形象的建立帶來重要影響。

In recent years online opinions have been increasingly widespread. The rapid growth of online communication technologies and social media has accelerated the changes in how consumers search for information and where it comes from. This situation also affects consumers' behavior, brand reputation, and business operations. This study is focused on the key affecting factors of online reputation management on the direct selling industry operation. The business model of the direct selling industry is characterized as "connect with consumers directly". Compared with other traditional channels, this industry highly depends on word-of-mouth communication. They pay more attention to the consumer shopping experience, satisfaction, and post-purchase evaluation.
However, the previous studies have mostly focused on the topics of direct selling business extension and customer communication media selection. The relevant researches on the applications of online reputation management to the direct selling industry are still quite rare. This study used the Fuzzy Analytic Hierarchy Process method to calculate the importance of each level to analyze the different factors in the research to obtain the results. Refers to 11 professional experts' reviews, the result indicated that among the key affecting factors of online reputation management on the direct selling industry operation, corporate reputation and online word-of-mouth are more vital. Apart from this, these factors would be an effect on customer satisfaction, buying willingness, and company image.

目錄
摘要 ...............................................i
ABSTRACT ......................................... ii
誌謝 ............................................. iv
目錄 ...............................................v
表目錄 ........................................... vii
圖目錄 ........................................... ix
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 研究限制 ....................................... 3
1.4 研究架構流程 ................................... 3
第二章 文獻探討 .................................... 5
2.1 直銷業定義 ..................................... 5
2.2 直銷業發展現況 ................................. 9
2.3 網路聲譽管理 .................................. 11
2.4 網路聲譽管理影響直銷業營運的因素 ................ 16
第三章 研究方法與流程 .............................. 28
3.1 研究流程 ..................................... 28
3.2 建立FAHP研究架構 .............................. 29
3.3 FAHP模糊層級分析法程序 ........................ 33
第四章 研究結果分析與討論 .......................... 42
4.1 研究樣本...................................... 42
4.2 模糊層級分析法問卷模式......................... 43
4.3 糢糊層級分析法之問卷結果與分析.................. 44
第五章 結論與建議 ................................ 56
5.1 研究結論 .................................... 56
5.2 研究建議 .................................... 57
參考文獻 ........................................ 59
附錄 ............................................ 67

中文
1. 王心玫，直銷業在網際網路之行銷相關應用策略研究，長榮管理學院經營管理研究所，2000
2. 王昭雄、陳得發，直銷產業顧客滿意度與顧客忠誠度關係之研究—以人口特質、知覺價值及使用者類型為干擾變數，交大管理學，第二十五卷第2期，57-87，2005
3. 吳水丕，多層次傳銷的世界(初版)，臺北市：和宇，1993
4. 吳彥輝，運用模糊層級分析法與管理才能評鑑模式之研究，中山大學人力資源管理研究所未出版碩士論文，1999。
5. 吳淑鶯、彭康達，消費者對航空公司的品牌知曉、認知品質與知覺價值在品牌態度及購買意願上之影響，中華管理評論國際學報，第十三卷第二期，2010
6. 李怡慧，類粉絲效應：網路負面口碑的抑制與弱化，組織與管理，第十二卷二期，55-111，2019
7. 李振妮，網路消費者購買決策行為之研究，國立中山大學企業管理學系研究所碩士論文，1999
8. 李啟誠、李羽喬，網路口碑對消費者購買決策之影響─以產品涉入及品牌形象為干擾變項，中華管理評論國際學報，第十三卷一期，2010
9. 李雅靖、吳忠翰，網路口碑訊息對消費者信任的影響，傳播與管理研究，第十卷二期69-106，2001
10. 李義杰，多層次直銷商再購意願因素之研究，佛光大學管理學系碩士，2012
11. 周進榮，傳銷公司的產品策略與傳銷組織成員之互動關係，國立中山大學碩士論文，2002
12. 林訓民，傳銷全方位指南，台英出版社，台北，1994
13. 邱于平、楊美雪，部落格口碑訊息訴求對購買決策之影響，Journal of E-Business, 13(4)，2011
14. 邱躍中，多層次傳銷之階梯制、矩陣制、雙軌制三種獎金制度差異探討，國立政治大學企業管理研究所，2009
15. 俞正凱，多層次傳銷直銷商加入決策過程之研究，國立中山大學企業管理研究所，1995
16. 洪順慶，行銷管理，三版，2005
17. 范佐峯，企業形象、服務品質與顧客滿意度之關係研究—以國泰人壽保險公司為例，逢甲大學國際經營管理碩士，2012
18. 徐達光，消費者心理學，台北：東華書局，2003
19. 許哲耀，風險態度、衝動型購買與商品資訊影響消費者網路購物之研究，亞洲大學國際企業學系碩士班學位論文，2011
20. 郭彥谷，服務品質、企業形象、顧客滿意度對顧客忠誠度關聯性之研究—以高等海事教育機構為例，國立海洋大學航運管理系博士論文，2009
21. 陳昭惠，運用AHP探討影響直銷商選擇多層次傳銷公司的關鍵因素—以跨國A公司為例，大葉大學管理學院碩士，2011
22. 陳國雄，多層次傳銷經營績效影響因素之研究，遠東學報，第二十六卷第三期，2009
23. 陳得發，多層次傳銷組織網的經營管理之研究，中華管理評論，1999
24. 陳得發、馬雲龍，直銷公司之服務品質，第四屆直銷學術研討會論文集，1-34，1987
25. 陳鉦達，企業形象、服務補救期望與補救後滿意度之研究，私立中國文化大學國際企業管理研究所碩士，2002
26. 曾婉綺，銀行服務品質、企業形象與顧客滿意度之研究，虎尾科技大學，2014
27. 覃怡輝，傳銷實務制度的探討，第四屆直銷學術研討會論文集，35-60，1999
28. 黃世澤，直效行銷經營策略之個案分析，國立政治大學經營管理碩士，2014
29. 黃志佳，企業形象、服務品質、顧客價值與顧客滿意度關係之研究—以南科健康生活館為例，南台科技大學休閒事業管理研究所碩士論文，2014
30. 黃恆獎、李佳璋，產品績效指標、消費滿意度及購後行為之整合分析，NTU Management Review, 8 (1): 25-58，1997
31. 黃振哲，影響多層次傳銷信任關係建立之研究，國立台北大學企管研究所，2002
32. 鄧振源，計畫評估-方法與應用(第二版)，海洋大學運籌規劃中心，2005
33. 賴冠華，「企業形象」的知識系絡初探─以臺灣(地區)博碩士論文網為例，世新大學公共關係暨廣告學研究所，2005
34. 韓國華，品牌個性、品牌形象、品牌聲譽與涉入對品牌權益影響之研究—以手錶為例，銘傳大學管理科學研究所，2004

英文
35. A. Kosov, 2018, The issues of online reputation management, Vestnik Universiteta. 2018, (10):28-31, ISSN 2686-8415.
36. Aaker, D. A.,1996, Measuring brand equity across products and markets, California Management Review, 38(3):102-121.
37. Baker, Michael J., 1984, Macmillan dictionary of marketing and advertising. New York, NY: Nichols Publishing Company. DOI https://doi.org/10.1007/978-1-349-26479-7.
38. Brett Hollenbeck, 2018, Online Reputation Mechanisms and the Decreasing Value of Chain Affiliation, ISSN: 0022-2437, DOI:10.1177/0022243718802844.
39. Brian Jones, Ralph Tench and Ryan Bowd, 2009, Corporate irresponsibility and corporate social responsibility: competing realities, Social Responsibility Journal 5(August): 300-310, DOI: 10.1108/17471110910977249.
40. Buckley, J. J., 1985, Fuzzy Hierarchical Analysis, Fuzzy Sets
41. C. Glenn Walters, 1978, Consumer behavior: A integrated framework, New York: Richard D. Irwin Inc.
42. Ca˘lin Gura˘u, 2008, Integrated online marketing communication: implementation and management, Journal of Communication Management, 12(2):169-184, DOI 10.1108/13632540810881974.
43. Csutora, R. and Buckley, J. J., 2001, “Fuzzy hierarchical analysis: The Lambda-Max method”, Fuzzy Set and Systems, 120(2):181.
44. David L. Loudon and Albert J. Della Bitta, 1993, Consumer Behavior: Concepts and Applications. 4th Edition, McGraw-Hill, Inc., ISBN 0071125116, 9780071125116, DOI 10.1186/s40691-016-0072-y.
45. Dwane Hal Dean, 2004, Consumer Reaction to Negative Publicity: Effects of Corporate Reputation, Response, and Responsibility for a Crisis Event, The Journal of Business Communication (1973), 41(2):192-211.
46. Efthymios Constantinides and Stefan J Fountain, 2008, Web 2.0: Conceptual foundations and marketing issues, Journal of Direct Data and Digital Marketing Practice, 9(3):231-244, DOI: 10.1057/palgrave.dddmp.4350098.
47. Hennig-Thurau, T. and Hofacker, C.F. and Bloching B., 2013, Marketing the Pinball Way: Understanding How Social Media Change the Generation of Value for Consumers and Companies, Journal of Interactive Marketing, 27(4):237-241.
48. Hope Jensen Schau and Mary Gilly, 2003, “We are what we post? self-presentation in personal web space”, Journal of Consumer Research, 30(3), DOI: 10.1086/378616.
49. John M.T. Balmer, 1998, Managing Corporate Image and Corporate Reputation, Article in Long Range Planning, DOI: 10.1016/S0024-6301(98)00074-0
50. Joseph, W. B., 1982, The credibility of physically attractive communication: A Review. Journal of advertising, 11:15-24.
51. Keiningham, Timothy Lee; Rust, Roland T.; Lariviere, Bart; Aksoy, Lerzan and Williams, Luke, 2018, A roadmap for driving customer word-of-mouth, Journal of Service Management, 29(38), ISSN: 1757-5818, 1757-5826, DOI: 10.1108/JOSM-03-2017-0077.
52. Kim Giffin, 1967, The contribution of studies of source credibility to a theory of interpersonal trust in the communication process, Psychology, Political Science, Medicine Published in Psychological bulletin, DOI: 10.1037/h0024833.
53. Larry Weber, 2009, Marketing to the Social Web: How Digital Customer Communities Build Your Business, 2nd Edition, ISBN: 978-0-470-41097-4.
54. Liljander, V. and Strandvik, T., 1995, The nature of customer relationship in services, Services Marketing and Management, 4, London: JAI Press.
55. Lukáš Vartiak, 2015, Benefits of online reputation management for organizations operating in various industries, Transcom, At Žilina, Slovakia, 11.
56. Marija Matešić, Kristina Vučković and Zdravko Dovedan, 2010, Should Academia Care About Online Reputation Management and Monitoring, The 33rd International Convention MIPRO, ISBN 978-953-233-054-0, 852-857.
57. Mills and Harvey, 1972, Opinion change as a function of when information about the communicator is received and whether he is attractive or expert, Journal of Personality and Social Psychology, 21(1):52-55.
58. Moller, C. and Barlow, J., 2008, A complaint is a gift: recovering customer loyalty when things go wrong. San Francisco: Barrett-Koehler Publishers.
59. Muhammad Atif Qureshi, Arjumand Younus and Gabriella Pasi, 2018, A wikipedia-based semantic relatedness framework for effective dimensions classification in online reputation management, Journal of Ambient Intelligence and Humanized Computing, 9(5):1403-1413.
60. Na Young Jung and Yoo Kyoung Seock, 2016, The impact of corporate reputation on brand attitude and purchase intention, 3(20).
61. Niraj Dawar and Madan M. Pillutla, 2000, Impact of Product-Harm Crises on Brand Equity: The Moderating Role of Consumer Expectations, Journal of Marketing Research, 37(2):215-226.
62. Ohanian R., 1990, Construction and Validation of a Scale to Measure Celebrity Endorsers' Perceived Expertise, Trustworthiness, and Attractiveness, Journal of Advertising, 19:39-52.
63. Olshavsky, R.W., 1985, Perceived Quality in Consumer Decision Making: An Integrated Theoretical Perspective. In Jacoby, J., and Olson, J. (Eds.). Perceived Quality, Lexington, MA: Lexington Books, 3-29.
64. Patrick Butler and Joe Peppard, 1998, Consumer Purchasing on the Internet: Processes and Prospects, European Management Journal, 1998, 16(5).
65. Philip Kotler and Marsha Griffin, 1994, Marketing Management: Analysis, Planning, Implementation, and Control, ISBN 0137244770, 9780137244775
66. Robbins, S. P., 1994, Management. New Jersey: Prentice Hall Inc.
67. Ronald A. Bernstein., 1984, Successful direct selling. Englewood Cliffs, Published by Prentice-Hall in Englewood Cliffs, N.J., ISBN 100138607265.
68. Saaty, T. L. 1980, The analytic hierarchy process. NY: McGraw-Hill. 69. Saaty, T. L., 1990, How to Make a Decision: The Analytic Hierarchy Process. European Journal of Operational Research, 48:9-26.
70. Schuele, Chuck, 2014, Online Reputation Management: What Is It and Why Do I Need It, 31(3):61-63.
71. Selda Ene and Betul Ozkaya, 2014, A study on corporate image, customer satisfaction and brand loyalty in the context of retail stores. Asian Social Science,10(14):52.
72. Selnes, Fred, 1993, An examination of the effect of product performance on brand reputation, satisfaction and loyalty. European Journal of Marketing, 27(9):19-35.
73. Stephen W. Litvin; Ronald E. Goldsmith and Bing Pan, 2008, Electronic Word-of-Mouth in Hospitality and Tourism Management, Tourism Management 29(3):458-468, DOI: 10.1016.
74. Subarnaduti Paul, Arpita Chakraborty and Jyoti Sekhar Banerjee, 2017, 4th International Conference on Opto-Electronics and Applied Optics (Optronix), DOI: 10.1109/OPTRONIX.2017.8349987.
75. Tang, W., 2007, Impact of corporate image and corporate reputation on customer loyalty: A review, Management Science and Engineering, 1(2):57-62.
76. Thakur, Subhasis, 2019, A reputation management mechanism that incorporates accountability in online ratings, Electronic Commerce Research, 23-57.
77. Thomas S. Robertson and Hubert Gatignon, 1986, Competitive effects on technology diffusion. The Journal of Marketing, 50(3):1-12.
78. William B. Dodds, Kent B. Monroe and Dhruv Grewal, 1991, Effects of price, brand, and store Information on buyers’ product evaluations. Journal of Marketing Research, 28(3): 307-319, DOI: 10.2307/3172866
79. Yodit Zenebe Tafesse, 2012, The Role of Online Reputation Management in Strategic Business Decisions in Ericsson, University essay from Högskolan i Jönköping/IHH, Informatik.

網站
80. 中華民國直銷協會網站，2019，網址: http://www.dsa.org.tw/
81. 台灣公平交易委員會網站，2019，網址: https://www.ftc.gov.tw/internet/main/doc/docList.aspx?uid=13
82. 商業周刊《超越二十，成長躍進》直銷產業論壇，網址: http://bw.businessweekly.com.tw/event/2010/dsa/07.html
83. 社群經濟崛起，直銷協會推數位轉型助產業加值，圈住年輕粉絲！China Post e-News，2018，網址：http://bw.businessweekly.com.tw/event/2010/dsa/07.html
84. 科技報橘，2019，直銷商的轉型目標：變成整合新零售的「社群電商」，網址：https://buzzorange.com/techorange/2019/11/12/amway-new-retail-community-e-commerce/
85. 陳彩稚，2016，聲譽不是萬能，但聲譽掃地卻是萬萬不能，政大商業評論，網址：http://nccubr.nccu.edu.tw/article.php?aid=118andmid=33
86. Dimensional Research, 2013, From: tinyurl.com/cs77r24
87. Davide Proserpio and Georgios Zervas, 2017, Online Reputation Management: Estimating the Impact of Management Responses on Consumer Reviews, From: https://doi.org/10.1287/mksc.2017.1043
88. George P. Slefo, 2019, How to manage online reviews in a feedback-obsessed world, From:https://adage.com/article/cmo-strategy/how-manage-online-reviews-feedback-obsessed-world/2183131
89. Think with Google, 2017, From: https://www.thinkwithgoogle.com/intl/zh-tw/
90. New Study: Data Reveals 67% of Consumers are Influenced by Online Reviews, 2015, From: https://moz.com/blog/new-data-reveals-67-of-consumers-are-influenced-by-online-reviews
91. Reputation.com, 2015, Reputation management methodology, From: http://www.reputation.com/business/methodology