Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/22126
標題: 網路上資訊分享行為之影響因素
The Determinants of Information Sharing Behaviors on the Internet
作者: 蕭伊婷
Hsioa, Yi-Ting
關鍵字: viral marketing
口碑行銷
blog marketing
knowledge sharing
involvement
知識分享
功利性價值
快樂性價值
涉入性
出版社: 科技管理研究所
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摘要: 口碑在行銷的研究領域上一直是一項重要的議題,透過顧客的正向的口碑來影響其他顧客的購買,已被認為是一種相當有效果的行銷方式。而藉由網路的特性,讓口碑得以更有效率和更有效果的方式,讓忠誠顧客影響潛在顧客的購買決策。 近年來,企業透過網際網路,已發展了一些以往傳統管道中較難以實施的行銷方式,譬如e-mail行銷或是部落格行銷等。而這些網路上的口碑行銷,企業應如何施行?在不同工具間到底有什麼差異?企業該如何透過這樣的工具,瞄準潛在的忠誠顧客群,使其能替公司免費接觸到更廣的顧客?這些議題都是能讓這類行銷方式能夠成功的關鍵,而在過去中的文獻較少去探討。 因此,本研究將參考過去的相關理論與模型,包括了溝通說服理論、網路知識散播模型、社會交換理論,針對資訊分享者為何願意在網路上進行資訊分享行為進行探討,並使用實驗設計的方式進行,發展出2 (關係強度:強 vs. 弱) × 2 (快樂性利益內容:高 vs. 低) × 2 (功利性內容:高 vs. 低) × 2 (訊息管道;e-mail vs. blog) 共16種情境。研究結果發現,關係強度為強關係時,訊息內容包含了快樂以及功利性價值的利益時,訊息閱讀者對於產品有較高的涉入性時,以及訊息分享是透過blog的管道時,將會有較大的資訊分享意願。而此結果則提供企業在設計整合行銷傳播時,能作為參考的方向,以提升顧客願意為其進行口碑行銷的意願與行為。
Word-of-mouth communication (WOM) is considered as an important issue for marketing researchers. Through the positive WOM to influence other potential customers has been considered as an effective marketing mode. Recently, two efficient and effective Internet marketing tools have emerged: viral marketing and blog marketing. Despite the success of these activities, especially for building traffic and web site awareness, it is not clear how they works, and only limited research on consumers' electronic WOM (eWOM) communication has been published. Accordingly, this study intends to combine related research—including communication theory, online knowledge contribution theory, social exchange theory and value theory—to investigate the determinants of consumers' intention to share marketing information on the Internet. We use experiment design to test our hypothesis. 16 scenarios: 2(tie strength: strong vs. weak) × 2 (utilitarian value: high vs. low) × 2 (hedonic value: high vs. low) × 2 (transmission channel: email vs. blog) were developed for the experiment. The results show that tie strength, contents with utilitarian value and hedonic value, involvement of the audiences and transmission channel effects the willing to share information significantly. We intend to produce findings that deserve considerable attention from marketers seeking to implement eWOM campaigns on the Internet.
URI: http://hdl.handle.net/11455/22126
其他識別: U0005-0407200715033500
文章連結: http://www.airitilibrary.com/Publication/alDetailedMesh1?DocID=U0005-0407200715033500
Appears in Collections:科技管理研究所

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