在新產品發展的競爭市場中，口碑扮演特別重要的角色，因為企業可透過口碑建立產品知曉，且是消費者制訂購買決策時，判斷產品好壞的重要資訊來源。本研究主要應用Bass所提出的創新擴散理論，探討在電影產品生命週期中，影響不同階段的產品使用者傳播口碑的動機、傳播者價值觀。本研究檢驗325筆過去曾在網路平台傳播電影口碑的消費者。研究結果顯示，網路口碑傳播者可分為創新者與模仿者，創新者傳播網路口碑的動機包括外向性/正面自我增進及幫助公司；模仿者傳播網路口碑的動機包括協助平台、宣洩負面情緒、關懷他人、社會助益及尋求建議，且在生活中較重視個人外在價值及人際關係價值。企業若能瞭解新產品發展不同階段的口碑傳播者傳播網路口碑因素，並發展適切之行銷策略，即能提升網路口碑傳播效益，進而有效刺激銷售。文末針對研究結果提出管理意涵供後續參考。
In the competitive market of new product development, word-of-mouth plays a particularly important role because enterprises can establish product awareness through word-of-mouth. In addition, when making purchase decisions, word of mouth is an important source of information for determining product quality. The diffusion of innovation theory proposed by Bass was applied in this study to explore product users’ motives for word-of-mouth and personal value in different stages. In this study, 325 entries of consumers who disseminated movie reviews through Internet platforms were examined. Findings show that electronic word-of-mouth disseminators are comprised of innovators and imitators. Innovators’ electronic word-of-mouth motives include: extraversion/positive self-improvement and contribution to company; imitators’ electronic word-of-mouth motives include: platform assistance, venting negative feelings, concern for consumers, social benefits, and advice seeking, which emphasize on external value and interpersonal value. If enterprises can gain an insight into the word-of-mouth disseminators’ electronic word-of-mouth factors and develop appropriate marketing strategies, benefits from electronic word-of-mouth can be improved, thereby stimulating sales. Based on the research results in this paper, the managerial implications were proposed for future reference.
