網路口碑影響智慧型手機銷售量的時間動態分析

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江俊達(Chun-ta Chiang) 查詢紙本館藏

畢業系所

資訊管理學系

論文名稱

網路口碑影響智慧型手機銷售量的時間動態分析
(The Impact of Online Word of Mouth on Smartphone Sales)

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摘要(中)

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。

摘要(英)

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.

關鍵字(中)

★ 網路口碑
★ 銷售量
★ 價格
★ 品牌
★ 時間

關鍵字(英)

★ Online word-of-mouth
★ Sales
★ Price
★ Brand
★ Time

論文目次

摘要 i
Abstract ii
誌謝辭 iii
目錄 iv
圖目錄 vi
表目錄 vii
一、緒論 1
1-1 研究背景與動機 1
1-2 研究目的 2
1-3 研究方法 2
1-4 研究範圍及限制 3
1-5 研究貢獻 4
1-6 論文架構與研究流程 5
1-7 小結 7
二、文獻探討 8
2-1 口碑與網路口碑 8
2-2 正負面口碑及口碑數量與銷售量的關係 8
2-3 口碑對銷售量的動態影響 12
2-4 口碑與商品價格 14
2-5 口碑與品牌 15
2-6 小結 16
三、研究方法 17
3-1 研究架構 17
3-2 資料蒐集 17
3-2-1 智慧型手機 18
3-2-2 品牌強弱勢定義 18
3-2-3 價格高低定義 19
3-2-4 中國購物網站淘寶網與天貓 20
3-2-5 店家選擇方法 21
3-2-6 店家選擇實驗 24
3-2-7 研究對象與資料蒐集時程 25
3-3 變數衡量 26
3-3-1 正負面口碑 26
3-3-2 口碑數量 27
3-3-3 銷售量 27
3-3-4 商品年齡與銷售期間 27
3-4 資料分析方法 28
3-4-1 資料分期與分組 28
3-4-2 假說驗證方法 29
3-5 小結 31
四、結果與討論 32
4-1 敘述性統計 32
4-2 假說驗證 37
4-2-1 正負面口碑對銷售量的影響及銷售不同時期的差異 37
4-2-2 口碑數量多寡對銷售量的影響及銷售不同時期的差異 38
4-2-3 價格對正負面口碑與銷售量間關係的影響及銷售不同時期的差異 39
4-2-4 價格對口碑數量多寡與銷售量間關係的影響及銷售不同時期的差異 41
4-2-5 品牌對正負面口碑與銷售量間關係的影響及銷售不同時期的差異 43
4-2-6 品牌對口碑數量多寡與銷售量間關係的影響及銷售不同時期的差異 45
4-2-7 假說驗證結果整理 48
4-3 小結 49
五、結論與建議 50
5-1 研究發現 50
5-1-1 口碑與銷售量隨時間過去的變化趨勢 50
5-1-2 口碑對銷售量的影響 51
5-1-3 價格及品牌對口碑與銷售量間關係在整個銷售時期的影響 52
5-1-4 口碑對銷售量在銷售不同時期影響 52
5-2 研究意涵 54
5-2-1 學術意涵 54
5-2-2 管理意涵 54
5-3 研究限制與未來研究方向 55
參考文獻 57

參考文獻

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指導教授

許文錦(Wen-chin Hsu)

審核日期

2015-7-13

推文