标题: | Facebook打卡讯息的口碑传播效果─以餐厅打卡为例 A Study on the Effect of Word-of-Mouth by Facebook Check-in Message :An Restaurant analysis |
作者: | 庄伟鑫 黄仁宏 Huang, Jen-Hung 管理科学系所 |
关键字: | 脸书;口碑;专业度;关系强度;Facebook;word of mouth;expertise;tie strength |
公开日期: | 2011 |
摘要: | 今日关于口碑的研究已相当成熟,但是随着网际网路所提供的服务越来越多元,人们的使用习惯也渐渐改变,资讯的传播也同时出现〝质〞与〝量〞的变化。随着网路社群媒体的兴起,使得我们对于此一领域的网路口碑研究日益迫切。本研究以Facebook于餐厅的打卡讯息之口碑传播进行分析,以关系强度与接收者专业度为干扰变数,探讨打卡者专业度对讯息接收者造成之口碑说服效果的影响。运用阶层回归分析结果证实,Facebook打卡者的专业度对于口碑说服效果有正面的影响,且会受到关系强度的负向干扰效果,但是对于接收者专业度所造成的负向干扰效果则较弱。最后本研究提出一些建言,提供企业制定行销策略以及后续相关研究的参考。 It is already quite mature on the research of word-of-mouth, but with the Internet services provided by more and more diverse, the use of people’s habits have changed, the dissemination of information also changes in the quality and quantity. With the rise of the Internet Social Media, we are interested in this new online word-of-mouth area. This study discusses the word-of-mouth persuasive effect by Facebook check-in function to influence on the receiver. To analyze check-in message sender’s expertise influence on the persuasive effect. We also discussed the tie strength of sender and receiver and message receiver’s expertise as moderators on persuasive effect. By Hierarchical Regression Analysis discovered that sender’s expertise would significant influence on the persuasive effect. In addition, tie strength play a moderator role between sender’s expertise and persuasive effect, but receiver’s expertise are relatively weak. The paper also reveals managerial implications and avenues for business and future research. |
URI: | http://140.113.39.130/cdrfb3/record/nctu/#GT079931529 http://hdl.handle.net/11536/50029 |
显示于类别: | Thesis |