| 摘要: | 因應網路的快速發展，網路服務也從Web1.0進入Web2.0時代，當中社會網路服務網站(Social Network Sites)的使用人數快速成長。針對社會網路服務網站的功能面而言，其結合許多網路服務，如E-mail、即時訊息、社群等，使得社會網路服務網站功能性多且互動性高，因此在傳遞網路口碑時更具有其影響力，除此之外，社會網路服務網站的人際聯繫功能，讓使用者清楚知道傳遞訊息者的個人資訊，也除去了網路匿名性的疑惑，並且增加了網路口碑在社會網路服務網站上的可信程度。 基於上述背景，本研究將探討網路口碑應用於社會網路服務網站之影響。由於時間與資源有限，本研究採取實驗設計，並以中央大學資管系學生為實驗對象，藉此來瞭解社會網路服務網站與非社會網路服務網站(電子佈告欄、網路論壇)之不同。實驗結果發現非社會網路服務的網路口碑資訊較有影響力，為了深入瞭解，本研究針對實驗對象進行訪談，發現在網路口碑傳播力部份，因為社會網路服務網站使用介面不容易上手，並且其安全性較高，造成不易分享文章，也因此造成口碑影響力的表現不好。 除此之外，社會網路服務網站的使用者對於文章分享的資訊較少，大多屬於留言性質，使得社會網路服務網站的影響力相對較低，但對於社會網路服務網站所提供的資訊，如同預期較有其可信度，並且從受測者訪談當中發現，社會網路服務網站較適合娛樂使用，而分享資訊的意願較少。 In accordance to internet’s fast development, the network service also enters the Web2.0 generation from Web1.0, the social network sites’s user population grows rapidly. For the social network sites’s capability, it integrate many network services, like E-mail、the instant message、the community and so on. It causes the social network sites has more functionality and more interaction. Therefore the electronic word of mouth (eWOM) is transmitted has more influential. In addition, the social network sites’s interpersonal relation function let the user know the sender’s individual information clearly, also eliminate the network anonymous doubts, and increase the electronic word of mouth’s (eWOM) credible degree. Based on the above background, this research will discuss the influence of electronic word of mouth’s (eWOM) apply to the social network sites. Because the time and the resources are limited, this research adopts the experimental design, and use the student whom major in the Information Management at National Central University as the experimental subject. We want to understand that the social network sites differ from the non-social network sites (electronic board、network forum). The experimental result discovered that the non-social network sites has more influence on the electronic word of mouth’s (eWOM). For the understanding in depth, this research carries on the interview with the experimental subject. After the interview, we discover that the social network sites’s user interface isn’t friendly, and its security is high causing the user isn’t easy to share the article, therefore the electronic word of mouth’s (eWOM) influence has the more worse performance. In addition, the social network sites’s user are few to share the article, mostly belongs to the message. It causes the social network sites’s influence is low. As our expectancy, the social network sites’s information has more credible level, and from the interview, we can detect that the social network sites suits the entertainment to use, but the user’s desire to share the information is few. |
