部落格之網路口碑評比機制平台管理與應用

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胡家昌(Jia-Chang Hu) 查詢紙本館藏

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資訊管理學系

論文名稱

部落格之網路口碑評比機制平台管理與應用
(Blog’s WOM Evaluation Platform Management and Application)

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摘要(中)

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。

摘要(英)

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.

關鍵字(中)

★ Web2.0
★ 社會網路服務
★ 網路口碑
★ 實驗設計
★ 訪談

關鍵字(英)

★ eWOM
★ Experimental Design
★ Interview
★ Web2.0
★ SNS

論文目次

第一章緒論 1
第一節研究背景與動機 1
第二節研究目的 4
第三節研究流程與論文架構 5
第二章文獻探討 7
第一節社會網路服務(SNS) 7
第二節口碑與網路口碑 16
第三節社會網路服務與網路口碑相關文獻 23
第四節網路口碑影響力 34
第五節網路口碑傳播力 41
第六節使用平台介紹 46
第三章研究方法 53
第一節研究架構 53
第二節研究問題與假設 56
第三節變數定義與衡量 58
第四節研究設計 69
第五節資料分析方法與工具 74
第四章資料分析 77
第一節研究前測分析 77
第二節實驗樣本結構分析 81
第三節實驗信度效度分析 84
第四節實驗設計分析 91
第五章社會網路網站之口碑評比機制 116
第一節研究動機與背景 116
第二節系統設計與實做 119
第三節結論 132
第六章結論與建議 133
第一節研究結論 133
第二節管理意涵 141
第三節研究限制 143
第四節未來發展與方向 145
第七章參考文獻 147
附錄一前測問卷A卷 163
附錄二前測問卷B卷 166
附錄三實驗一實驗組問卷與實驗二後測問卷 169
附錄四實驗一對照組問卷與實驗二前測問卷 172

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[111]Urstadt, B. "Social Networking is Not a Business: Web 2.0--the Dream of the User-Built, User-Centered, User-Run Internet--has Delivered on just about Every Promise Except Profit. Will its most Prominent Example, Social Networking, Ever make any Money?" MIT Technology ReviewJuly/August 2008, .
[112]Venkatesh, V., M. G. Morris, G. B. Davis, and F. D. Davis. "User Acceptance of Information Technology: Toward a Unified View," Mis Quarterly2003, pp. 425-478.
[113]Wellmann, B. "Structural Analysis. from Method and Metaphor to Theory and Substance, S. 19-61," Barry Wellmann1988, .
[114]Westbrook, R. A. "Product/Consumption-Based Affective Responses," Journal of Marketing Research (24:1987, pp. 258-270.
[115]Zeithaml, V. A. "How Consumer Evaluation Processes Differ between Goods and Services," Marketing of Services, American Marketing Association, Chicago, IL1981, pp. 186-190.
三、網頁資料
[1]Alexa. "全球網站流量統計," (2009:05.30).
http://www.alexa.com/topsites
[2]Buzz Lab. "不是意見領袖的「強連結」是什麼?" (2009:05.30), 2008/03/11 .
http://buzz.itrue.com.tw/blog/?p=271
[3]Buzz Lab "口碑行銷的核心價值到底是該放在「傳播力」還是「影響力」?" (2009:05.30), 2007/04/25.
http://buzz.itrue.com.tw/blog/?p=56
[4]Buzz Lab "結合強連結的「信賴性」與弱連結的「廣泛性」的SNS是?" (2009:05/30), 2008/02/14.
http://buzz.itrue.com.tw/blog/?p=252
[5]Datamonitor, and iResearch. "亞太是全球社會網路服務網站滲透率最高的地區," .
http://news.iresearch.cn/charts/73030.shtml
[6]Jazy. "中國交友網站模式解讀," (2008:5/12), 2007/4/09 .
http://column.iresearch.cn/u/sunventure/archives/2007/1687.shtml
[7]Nielsen Online, and iResearch. "社會網路服務(Social Network Service)與部落格(Blog)的成為全球發展最為迅速的網際網路服務," .
http://news.iresearch.cn/charts/92531.shtml
[8]TWNIC. "台灣寬頻網路使用調查," .
http://www.twnic.net.tw/download/200307/0901a.doc
[9]維基百科. "Facebook," (2009:05,30).
http://zh.wikipedia.org/w/index.php?title=Facebook&variant=zh-tw
[10]維基百科. "Mobile01," (2009:05.30) .
http://zh.wikipedia.org/w/index.php?title=Mobile01&variant=zh-tw
[11]維基百科."Myspace," (2009:05.30) .
http://zh.wikipedia.org/w/index.php?title=Myspace&variant=zh-tw
[12]維基百科. "PTT," (2009:05.30) .
http://zh.wikipedia.org/w/index.php?title=Ptt&variant=zh-tw
[13]維基百科. "SNS網站列表," (2009:05.30).
http://en.wikipedia.org/wiki/List_of_social_networking_websites
[14]維基百科. "六度分隔理論," (2009:05.30) .
http://zh.wikipedia.org/w/index.php?title=%E5%85%AD%E5%BA%A6%E5%88%86%E9%9A%94%E7%90%86%E8%AB%96&variant=zh-tw

指導教授

粟四維、許智誠
(Wesley Shu、Chih-cheng Hsu)

審核日期

2009-7-14

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