Please use this identifier to cite or link to this item:
https://ah.lib.nccu.edu.tw/handle/140.119/70262| DC Field | Value | Language |
|---|---|---|
| dc.contributor.advisor | 梁定澎 | zh_TW |
| dc.contributor.author | 林冠達 | zh_TW |
| dc.creator | 林冠達 | zh_TW |
| dc.date | 2013 | en_US |
| dc.date.accessioned | 2014-10-01T05:32:28Z | - |
| dc.date.available | 2014-10-01T05:32:28Z | - |
| dc.date.issued | 2014-10-01T05:32:28Z | - |
| dc.identifier | G1013560341 | en_US |
| dc.identifier.uri | http://nccur.lib.nccu.edu.tw/handle/140.119/70262 | - |
| dc.description | 碩士 | zh_TW |
| dc.description | 國立政治大學 | zh_TW |
| dc.description | 資訊管理研究所 | zh_TW |
| dc.description | 101356034 | zh_TW |
| dc.description | 102 | zh_TW |
| dc.description.abstract | 口碑一直以為都是企業行銷的重要利器，而同時也是要害之一，且隨著網路的發達和社群網路的發展，對企業的影響也越來越大。而近幾年在媒體中開始出現一個新名詞，用來形容負面口碑在社群媒體中傳播的現象-線上口碑風暴(Online Firestorm)。\n 線上口碑風暴的相關研究相當的稀少，而在許多口碑的相關研究中也未多著墨，但隨著社群媒體的發展，此現象已越來越普遍，因此有研究探討的價值，所以在本研究中將先定義出線上口碑風暴，並以Google搜尋趨勢設計出測量線上口碑風暴的方式，以利將其從負面口碑的傳播分辨出來，並利用這樣的方法找出六個線上口碑風暴的個案來進行研究，配合Coombs的印象修復理論來進一步分析。\n 研究結果發現，可以將線上口碑風暴依成因分成「過去不好的服務或產品體驗」、「錯誤的時機情境」和「不適當的聲明或宣傳」，而各類別的最佳回應策略在文中有詳細講述。另外，當企業使用的回應策略越多時，線上口碑風暴持續的時間就可能越久。影響線上口碑風暴的因素有很多，經本研究的討論分析後，發現「負面訊息傳播的平台」、「回應策略的運用」和「企業的規模和性質」為最會影響線上口碑風暴的因素。 | zh_TW |
| dc.description.abstract | Word-of-Mouth (WOM) has been a major marketing tool to the enterprise, but could also be one of its threats. With the development of the Internet and social networks, the impact of WOM on enterprises is also growing. In recent years, the rapid propagation of negative Word-of-Mouth in social media has gained much attention in media and is named “Online Firestorm.”\n Academic studies about Online Firestorm are rare, and researchers of Word-of-Mouth have not investigated it. Giving the development of social media, this phenomenon has become increasingly common. Therefore it is important for companies to know and better handle it and for researchers to investigate this new issue. In this study, we will define and measure Online Firestorm though Google Trends. We will also collect data from six cases and analyze how different responding strategies may result in different outcomes. \nResearch found that Online Firestorm can be categorized into “past bad service or prouduct experience”, “bad timing scenarios” and “inappropriate statements or propaganda” according to the causes of the storm. The best response strategies to all kinds are described in the text. In addition, when used more response strategies, Online Firestorm duration may longer. There are many factors affecting the Online Firestorm, after the discussion and analysis found that "negative information dissemination platform", "the using of response strategies" and "the scale and nature of the enterprises" and as the factors that most likely to affect the Online Firestorm. | en_US |
| dc.description.tableofcontents | 致謝 i\n摘要 ii\nAbstract iii\n目錄 iv\n表目錄 vii\n圖目錄 viii\n壹、 緒論 1\n一、 研究背景與動機 1\n二、 研究目的和問題 2\n三、 研究流程 2\n貳、 文獻探討 5\n一、 口碑 5\n（一） 口碑的定義 5\n（二） 口碑的傳播動機 6\n二、 負面口碑 7\n（一） 負面口碑的定義 7\n（二） 負面口碑傳播動機 8\n三、 線上口碑風暴（Online Firestorm） 8\n特性 8\n四、 口碑風暴及企業危機與聲譽 11\n（一） 危機與聲譽 11\n（二） 危機的種類 12\n（三） 危機的階段 13\n五、 危機回應策略 15\n（一） 印象修復理論 15\n（二） 情境危機傳播理論 18\n參、 研究方法與架構 19\n一、 研究方法 19\n（三） 個案研究 19\n二、 研究程序 21\n（一） 定義線上口碑風暴 21\n（二） 資料收集 22\n（三） 資料分析 23\n三、 操作變數定義 24\n（一） 事件關鍵字定義 24\n（二） 回應策略的定義 24\n（三） 策略效果衡量 26\n肆、 資料分析 28\n一、 個案介紹 28\n（一） ING-DiBa的廣告事件： 28\n（二） McDonald`s的標籤事件 32\n（三） NRA的早安訊息事件 35\n（四） CelebBoutique的訊息事件 38\n（五） 遠通電收的eTag事件 41\n（六） NYPD照片分享事件 45\n二、 個案分析 47\n（一） 過去不好的服務或產品體驗 48\n（二） 錯誤的時機情境 50\n（三） 不適當的聲明或宣傳 52\n伍、 結論與建議 56\n一、 研究發現與結論 56\n二、 研究貢獻 58\n（一） 學術貢獻 58\n（二） 實務貢獻 59\n三、 研究限制與未來研究方向建議 59\n參考文獻 60\n附錄一 ING-DiBa的廣告事件 65\n附錄二 McDonald`s的標籤事件 68\n附錄三 NRA的早安訊息事件 70\n附錄四 CelebBoutique的訊息事件 71\n附錄五 遠通電收的eTag事件 74\n附錄六 NYPD照片分享事件 78 | zh_TW |
| dc.format.extent | 2820067 bytes | - |
| dc.format.mimetype | application/pdf | - |
| dc.language.iso | en_US | - |
| dc.source.uri | http://thesis.lib.nccu.edu.tw/record/#G1013560341 | en_US |
| dc.subject | 負面口碑 | zh_TW |
| dc.subject | 線上危機管理 | zh_TW |
| dc.subject | 線上口碑風暴 | zh_TW |
| dc.subject | Negative Word-of-Mouth | en_US |
| dc.subject | Online Firestorm | en_US |
| dc.subject | Online Crisis Management | en_US |
| dc.title | 企業對線上口碑風暴回應策略之研究 | zh_TW |
| dc.title | Company Strategies in Response to Online Firestorm | en_US |
| dc.type | thesis | en |
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| item.languageiso639-1 | en_US | - |
| item.cerifentitytype | Publications | - |
| item.openairecristype | http://purl.org/coar/resource_type/c_46ec | - |
| item.grantfulltext | restricted | - |
| item.openairetype | thesis | - |
| item.fulltext | With Fulltext | - |
| Appears in Collections: | 學位論文 | |
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| 034101.pdf | 2.75 MB | Adobe PDF2 | View/Open |
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