網路口碑已被發現能有效影響銷售量，但口碑對不同類型商品銷售量的影響是否隨時間過去而改變仍未知。因此本研究探討價格及品牌對口碑與銷售量間關係在銷售不同時期的影響，並於2014年5月至10月蒐集四款不同價格和品牌智慧型手機在中國購物網站天貓（Tmall.com）的口碑及銷售資料以驗證假說。重要研究結果包括：(1)正負面口碑與口碑數量會顯著影響銷售量；(2)口碑數量多寡對銷售量的影響會因為商品價格高低而有所差異，對高價商品影響會大於低價商品；(3)口碑對銷售量的影響並非都是隨時間過去而降低。由於企業行銷預算有限，本研究的發現能幫助企業更有效的分配資源，讓各大智慧型手機品牌能在銷售不同時期提供差異化的口碑行銷策略，藉此讓企業資源運用的效益極大化。;Online word-of-mouth (WOM) is shown to influence sales significantly, but the impact of WOM on different types of products over time remains unknown. This study examines the influence of product prices and brand strength on the relationship between online WOM and sales over time. To conduct the study, we selected four types of smartphones (high/low prices * strong/weak brand) and collected weekly sales data and online WOM of these smartphones from Tmall.com for six months (2014 May-October). The results show that: (1) the valence of WOM and the volume of WOM significantly affect the sales; (2) the volume of WOM has a stronger effect on the sales of high-priced products than on the sales of low-priced products; (3) the impacts of online WOM on smartphones did not always decrease over time. Due to the limited marketing budget, it is important for companies to allocate resources in different selling period effectively. The results provide important references for smartphone companies to develop marketing strategies in different selling periods.
