| 摘要: | 近年來，網路口碑(electronicWord-of-Mouth,eWOM)已成為最有效的行銷工具之一，故許多企業開始操弄商業口碑。然而，因網路匿名性，使得難以區分商業口碑和一般口碑。過去僅有分別運用類型理論及準統計官能探討商業口碑，目前對於判斷商業口碑的文獻仍相當匱乏。因此，本研究透過類型理論、準統計官能和媒介豐富等理論觀點探討商業口碑準則。爾後，針對消費者和商業口碑寫手進行深度訪談，歸納商業口碑特色。最後，透過問卷調查，驗證出類型論、準統計官能和媒介豐富的確能建構商業口碑準則，將商業口碑分為六個構面，「產品詳細解說」、「個人用字風格」正向提升消費者信任、購買意願。
In recent years, the Internet word-of-mouth (electronic word-of-mouth, eWOM)
has become the most effective marketing tools, many companies began to manipulate the commercial word-of-mouth. However, due to network anonymity, making it difficult to distinguish between commercial word-of-mouth and general word-of-mouth.
In the past, genre theory and quasi-statistical was used to explore the commercial word-of-mouth, the current judgment on the commercial word-of-mouth of the literature is still very scarce. Therefore, this study explores the code of commercial
word-of-mouth through the theoretical perspectives of genre theory, quasi-statistical function and information richness. Later, for consumers and commercial word-of-mouth writers in-depth interviews, summed up the characteristics of commercial word-of-mouth. Finally, through the questionnaire survey, to verify the genre theory, quasi-statistical functions and information-richness can indeed build commercial word-of-mouth standards, and even the commercial word-of-mouth, will still be to enhance consumer trust, purchase intention. |
