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題名 網路負面口碑之研究-以公眾人物為例
A Study of NWOM on Internet：Case Study on Public Figures作者 曾玉輝
Zeng, Yu Huei貢獻者 尚孝純
Shari Shang
曾玉輝
Zeng, Yu Huei關鍵詞 負面口碑
網路口碑
公眾人物
Negative Word of Mouth
Electronic Word of Mouth
Public Figures日期 2016 上傳時間 22-八月-2016 10:44:46 (UTC+8) 摘要 網際網路興起與行動裝置普及後，人們越來越容易在各大社群媒體、討論區留下評論。其中，本來就影響甚大的負面口碑，結合了網路驚人的散步速率和廣大接觸群眾的特性，轉變為影響更為巨大的網路負面口碑。過往有許多針對負面口碑的研究，這些研究大多面向一般企業，卻鮮少有研究針對公眾人物。然而，同時也有許多研究指出，許多企業會與公眾人物合作，而公眾人物自身做為容易被社會關注的目標，負面口碑有可能對其職業生涯與形象造成不良影響，故希望能針對網路負面口碑之於公眾人物的留言動機、內容以及解決方式研究。本研究著重個案分析，我們將從PTT，全台灣知名的網路討論板，找尋針對個案中公眾人物評論，並且分析留言的措辭與內容，歸納留言者的動機、該負面留言的內容類型。並從網路上蒐集該公眾人物處理該負面網路口碑的資訊，分析其策略。最終，本研究將歸納整理出動機、留言內容與公眾人物使用的策略，為未來在這塊學術領域有興趣繼續研究的同好們提供一個基礎，並為公眾人物以及其公關團隊避免與解決網路負面口碑提供建議與方針。
Since the rise of social media and the spread of mobile devices, sharing comments, advice and information with people on the internet without the constraints of time and space has become part of modern life and has resulted in major changes to how people receive information. Because of these changes, one particular issue has become more important than before: the influence of electronic word of mouth (EWOM), especially the negative type. Word of mouth has long been a topic of research, and researchers have found that negative word of mouth (NWOM) can have a greater impact than positive or neutral word of mouth. Furthermore, EWOM can spread faster and wider than traditional WOM. Thus, if negative word of mouth were spread via electronic channels such as social media on internet, it can cause unimaginable damage to the target individual or organization. To date, few studies focus on public figures’ negative EWOM. However, public figures play important roles in many areas because of their high attention from society and may sometimes be the target of negative EWOM.Based on the above, this study seeks answers to the following questions: Why do people on the internet reply negatively to the target public figures (negative EWOM motivation)? What types of negative content do people on the internet generate toward the public figures? What types of strategies may be applied to deal with different types of negative EWOM and negative EWOM motivation more frequently?This study first searched and reviewed previous literature related to NWOM, EWOM and public figures and categorized a few motivation, types of negative content and strategies. We then chose twenty case studies, and collected comments about these twenty cases on PTT, the largest terminal-based bulletin board system (BBS) based in Taiwan. Based on the using words of these comments, we can find out new motivation and new types of negative content did not exist in previous literature. Furthermore, we tracked how these public figures deal with NWOM, and tried to find out new patterns of strategies. The research results can help managers and researchers prevent crises caused by negative EWOM or take appropriate approaches for these crises.Keywords: Negative Word of Mouth, Electronic Word of Mouth, Public Figures參考文獻 [1] Anderson, E. W. (1998). Customer satisfaction and word of mouth. Journal of service research, 1(1), 5-17.[2] Buttle, F. A. (1998). Word of mouth: understanding and managing referral marketing. Journal of strategic marketing, 6(3), 241-254.[3] Benoit, W. L. (1997). Image repair discourse and crisis communication. Public relations review, 23(2), 177-186.[4] Broadbridge, A., & Marshall, J. (1995). Consumer complaint behaviour: the case of electrical goods. International Journal of Retail & Distribution Management, 23(9), 8-18.[5] Crie, D. (2003). Consumers` complaint behaviour. Taxonomy, typology and determinants: Towards a unified ontology. Journal of Database Marketing & Customer Strategy Management, 11(1), 60-79.[6] Company Info | Facebook Newsroom, Retrieved February 24 2016, from：http://newsroom.fb.com/company-info/[7] Coombs, W. T. (2007). Protecting organization reputations during a crisis: The development and application of situational crisis communication theory.Corporate reputation review, 10(3), 163-176.[8] Cheung, C. M., & Thadani, D. R. (2012). The impact of electronic word-of-mouth communication: A literature analysis and integrative model. Decision Support Systems, 54(1), 461-470.[9] Chen, Y., Wang, Q., & Xie, J. (2011). Online social interactions: A natural experiment on word of mouth versus observational learning. Journal of marketing research, 48(2), 238-254.[10] Davis, D. L., Guiltinan, J. P., & Jones, W. H. (1979). Service characteristics, consumer search, and the classification of retail services. Journal of Retailing,55(3), 3-23.[11] Duan, W., Gu, B., & Whinston, A. B. (2008). Do online reviews matter?—An empirical investigation of panel data. Decision support systems, 45(4), 1007-1016.[12] Dalkey, N., & Helmer, O. (1963). An experimental application of the Delphi method to the use of experts. Management science, 9(3), 458-467.[13] Erdogan, B. Z. (1999). Celebrity endorsement: A literature review. Journal of marketing management, 15(4), 291-314.[14] East, R., Hammond, K., & Lomax, W. (2008). Measuring the impact of positive and negative word of mouth on brand purchase probability. International journal of research in marketing, 25(3), 215-224.[15] Giles, D. (2000). Illusions of immortality: A psychology of fame and celebrity. Palgrave Macmillan.[16] Goldsmith, R. E., Lafferty, B. A., & Newell, S. J. (2000). The impact of corporate credibility and celebrity credibility on consumer reaction to advertisements and brands. Journal of advertising, 29(3), 43-54.[17] Gelb, B. D., & Sundaram, S. (2002). Adapting to “word of mouse”. Business Horizons, 45(4), 21-25.[18] Grégoire, Y., Salle, A., & Tripp, T. M. (2015). Managing social media crises with your customers: The good, the bad, and the ugly. Business Horizons, 58(2), 173-182.[19] Henard, D. H. (2002). Negative publicity: what companies need to know about public reactions. Public Relations Quarterly, 47(4), 8.[20] Hennig‐Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word‐of‐mouth via consumer‐opinion platforms: What motivates consumers to articulate themselves on the Internet?. Journal of interactive marketing, 18(1), 38-52.[21] Hornik, J., Satchi, R. S., Cesareo, L., & Pastore, A. (2015). Information dissemination via electronic word-of-mouth: Good news travels fast, bad news travels faster!. Computers in Human Behavior, 45, 273-280.[22] Jackson, D. J., & Darrow, T. I. (2005). The influence of celebrity endorsements on young adults’ political opinions. The Harvard international journal of press/politics, 10(3), 80-98.[23] Jacoby, J., & Jaccard, J. J. (1981). The sources, meaning, and validity of consumer complaint behavior: A psychological analysis. Journal of retailing.[24] Jansen, B. J., Zhang, M., Sobel, K., & Chowdury, A. (2009). Twitter power: Tweets as electronic word of mouth. Journal of the American society for information science and technology, 60(11), 2169-2188.[25] Litvin, S. W., Goldsmith, R. E., & Pan, B. (2008). Electronic word-of-mouth in hospitality and tourism management. Tourism management, 29(3), 458-468.[26] MacCarthy, B. L., & Atthirawong, W. (2003). Factors affecting location decisions in international operations-a Delphi study. International Journal of Operations & Production Management, 23(7), 794-818.[27] Press room - YouTube, Retrieved February 22 2016, from：https://www.youtube.com/yt/press/[28] Park, C., & Lee, T. M. (2009). Information direction, website reputation and eWOM effect: A moderating role of product type. Journal of Business research,62(1), 61-67.[29] Richins, M. L. (1983). Negative word-of-mouth by dissatisfied consumers: A pilot study. The journal of marketing, 68-78.[30] Smith, A. K., & Bolton, R. N. (2002). The effect of customers` emotional responses to service failures on their recovery effort evaluations and satisfaction judgments. Journal of the Academy of Marketing Science, 30(1), 5-23.[31] Volkov, M., Harker, D., & Harker, M. (2002). Complaint behaviour: a study of the differences between complainants about advertising in Australia and the population at large. Journal of Consumer Marketing, 19(4), 319-332.[32] Weinberger, M. G., & Dillon, W. R. (1980). The Effects of Unfavorable Product Rating Information. Advances in consumer research, 7(1).[33] Wetzer, I. M., Zeelenberg, M., & Pieters, R. (2007). “Never eat in that restaurant, I did!”: Exploring why people engage in negative word‐of‐mouth communication. Psychology & Marketing, 24(8), 661-680.[34] Xia, L., & Bechwati, N. N. (2008). Word of mouse: the role of cognitive personalization in online consumer reviews. Journal of interactive Advertising,9(1), 3-13.[35] Zhou, L., & Whitla, P. (2013). How negative celebrity publicity influences consumer attitudes: The mediating role of moral reputation. Journal of Business Research, 66(8), 1013-1020 描述 碩士
國立政治大學
資訊管理學系
103356003資料來源 http://thesis.lib.nccu.edu.tw/record/#G0103356003 資料類型 thesis dc.contributor.advisor 尚孝純 zh_TW dc.contributor.advisor Shari Shang en_US dc.contributor.author (作者) 曾玉輝 zh_TW dc.contributor.author (作者) Zeng, Yu Huei en_US dc.creator (作者) 曾玉輝 zh_TW dc.creator (作者) Zeng, Yu Huei en_US dc.date (日期) 2016 en_US dc.date.accessioned 22-八月-2016 10:44:46 (UTC+8) - dc.date.available 22-八月-2016 10:44:46 (UTC+8) - dc.date.issued (上傳時間) 22-八月-2016 10:44:46 (UTC+8) - dc.identifier (其他 識別碼) G0103356003 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/100460 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 資訊管理學系 zh_TW dc.description (描述) 103356003 zh_TW dc.description.abstract (摘要) 網際網路興起與行動裝置普及後，人們越來越容易在各大社群媒體、討論區留下評論。其中，本來就影響甚大的負面口碑，結合了網路驚人的散步速率和廣大接觸群眾的特性，轉變為影響更為巨大的網路負面口碑。過往有許多針對負面口碑的研究，這些研究大多面向一般企業，卻鮮少有研究針對公眾人物。然而，同時也有許多研究指出，許多企業會與公眾人物合作，而公眾人物自身做為容易被社會關注的目標，負面口碑有可能對其職業生涯與形象造成不良影響，故希望能針對網路負面口碑之於公眾人物的留言動機、內容以及解決方式研究。本研究著重個案分析，我們將從PTT，全台灣知名的網路討論板，找尋針對個案中公眾人物評論，並且分析留言的措辭與內容，歸納留言者的動機、該負面留言的內容類型。並從網路上蒐集該公眾人物處理該負面網路口碑的資訊，分析其策略。最終，本研究將歸納整理出動機、留言內容與公眾人物使用的策略，為未來在這塊學術領域有興趣繼續研究的同好們提供一個基礎，並為公眾人物以及其公關團隊避免與解決網路負面口碑提供建議與方針。 zh_TW dc.description.abstract (摘要) Since the rise of social media and the spread of mobile devices, sharing comments, advice and information with people on the internet without the constraints of time and space has become part of modern life and has resulted in major changes to how people receive information. Because of these changes, one particular issue has become more important than before: the influence of electronic word of mouth (EWOM), especially the negative type. Word of mouth has long been a topic of research, and researchers have found that negative word of mouth (NWOM) can have a greater impact than positive or neutral word of mouth. Furthermore, EWOM can spread faster and wider than traditional WOM. Thus, if negative word of mouth were spread via electronic channels such as social media on internet, it can cause unimaginable damage to the target individual or organization. To date, few studies focus on public figures’ negative EWOM. However, public figures play important roles in many areas because of their high attention from society and may sometimes be the target of negative EWOM.Based on the above, this study seeks answers to the following questions: Why do people on the internet reply negatively to the target public figures (negative EWOM motivation)? What types of negative content do people on the internet generate toward the public figures? What types of strategies may be applied to deal with different types of negative EWOM and negative EWOM motivation more frequently?This study first searched and reviewed previous literature related to NWOM, EWOM and public figures and categorized a few motivation, types of negative content and strategies. We then chose twenty case studies, and collected comments about these twenty cases on PTT, the largest terminal-based bulletin board system (BBS) based in Taiwan. Based on the using words of these comments, we can find out new motivation and new types of negative content did not exist in previous literature. Furthermore, we tracked how these public figures deal with NWOM, and tried to find out new patterns of strategies. The research results can help managers and researchers prevent crises caused by negative EWOM or take appropriate approaches for these crises.Keywords: Negative Word of Mouth, Electronic Word of Mouth, Public Figures en_US dc.description.tableofcontents Chapter 1：Introduction 8Chapter 2：Literature Review 102.1 Word of Mouth 102.2 Negative Word of Mouth (NWOM) 102.3 Electronic Word of Mouth (EWOM) 112.4 Public Figures 122.5 Negative EWOM Motivation 122.6 Types of Negative EWOM 152.7 Strategies for Handling Negative EWOM 18Chapter 3：Research Method 223.1 Research Process 223.2 Research Structure 233.2 Data Collection 25Chapter 4：Result and Data Analysis 274.1 Result and Analysis for Motivation 274.2 Result and Analysis for Types of Content 304.3 Result and Analysis for Strategies 344.3.1 New types of strategies 404.3.2 Specific patterns of strategies application 42Chapter 5：Conclusion 465.1 Research Contributions 465.2 Research Limitations 47References 48Appendix 1 51Appendix 2 54Appendix 3 135 zh_TW dc.format.extent 4128257 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0103356003 en_US dc.subject (關鍵詞) 負面口碑 zh_TW dc.subject (關鍵詞) 網路口碑 zh_TW dc.subject (關鍵詞) 公眾人物 zh_TW dc.subject (關鍵詞) Negative Word of Mouth en_US dc.subject (關鍵詞) Electronic Word of Mouth en_US dc.subject (關鍵詞) Public Figures en_US dc.title (題名) 網路負面口碑之研究-以公眾人物為例 zh_TW dc.title (題名) A Study of NWOM on Internet：Case Study on Public Figures en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) [1] Anderson, E. W. (1998). Customer satisfaction and word of mouth. Journal of service research, 1(1), 5-17.[2] Buttle, F. A. (1998). Word of mouth: understanding and managing referral marketing. Journal of strategic marketing, 6(3), 241-254.[3] Benoit, W. L. (1997). Image repair discourse and crisis communication. Public relations review, 23(2), 177-186.[4] Broadbridge, A., & Marshall, J. (1995). Consumer complaint behaviour: the case of electrical goods. International Journal of Retail & Distribution Management, 23(9), 8-18.[5] Crie, D. (2003). Consumers` complaint behaviour. Taxonomy, typology and determinants: Towards a unified ontology. Journal of Database Marketing & Customer Strategy Management, 11(1), 60-79.[6] Company Info | Facebook Newsroom, Retrieved February 24 2016, from：http://newsroom.fb.com/company-info/[7] Coombs, W. T. (2007). Protecting organization reputations during a crisis: The development and application of situational crisis communication theory.Corporate reputation review, 10(3), 163-176.[8] Cheung, C. M., & Thadani, D. R. (2012). The impact of electronic word-of-mouth communication: A literature analysis and integrative model. Decision Support Systems, 54(1), 461-470.[9] Chen, Y., Wang, Q., & Xie, J. (2011). Online social interactions: A natural experiment on word of mouth versus observational learning. Journal of marketing research, 48(2), 238-254.[10] Davis, D. L., Guiltinan, J. P., & Jones, W. H. (1979). Service characteristics, consumer search, and the classification of retail services. Journal of Retailing,55(3), 3-23.[11] Duan, W., Gu, B., & Whinston, A. B. (2008). Do online reviews matter?—An empirical investigation of panel data. Decision support systems, 45(4), 1007-1016.[12] Dalkey, N., & Helmer, O. (1963). An experimental application of the Delphi method to the use of experts. Management science, 9(3), 458-467.[13] Erdogan, B. Z. (1999). Celebrity endorsement: A literature review. Journal of marketing management, 15(4), 291-314.[14] East, R., Hammond, K., & Lomax, W. (2008). Measuring the impact of positive and negative word of mouth on brand purchase probability. International journal of research in marketing, 25(3), 215-224.[15] Giles, D. (2000). Illusions of immortality: A psychology of fame and celebrity. Palgrave Macmillan.[16] Goldsmith, R. E., Lafferty, B. A., & Newell, S. J. (2000). The impact of corporate credibility and celebrity credibility on consumer reaction to advertisements and brands. Journal of advertising, 29(3), 43-54.[17] Gelb, B. D., & Sundaram, S. (2002). Adapting to “word of mouse”. Business Horizons, 45(4), 21-25.[18] Grégoire, Y., Salle, A., & Tripp, T. M. (2015). Managing social media crises with your customers: The good, the bad, and the ugly. Business Horizons, 58(2), 173-182.[19] Henard, D. H. (2002). Negative publicity: what companies need to know about public reactions. Public Relations Quarterly, 47(4), 8.[20] Hennig‐Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word‐of‐mouth via consumer‐opinion platforms: What motivates consumers to articulate themselves on the Internet?. Journal of interactive marketing, 18(1), 38-52.[21] Hornik, J., Satchi, R. S., Cesareo, L., & Pastore, A. (2015). Information dissemination via electronic word-of-mouth: Good news travels fast, bad news travels faster!. Computers in Human Behavior, 45, 273-280.[22] Jackson, D. J., & Darrow, T. I. (2005). The influence of celebrity endorsements on young adults’ political opinions. The Harvard international journal of press/politics, 10(3), 80-98.[23] Jacoby, J., & Jaccard, J. J. (1981). The sources, meaning, and validity of consumer complaint behavior: A psychological analysis. Journal of retailing.[24] Jansen, B. J., Zhang, M., Sobel, K., & Chowdury, A. (2009). Twitter power: Tweets as electronic word of mouth. Journal of the American society for information science and technology, 60(11), 2169-2188.[25] Litvin, S. W., Goldsmith, R. E., & Pan, B. (2008). Electronic word-of-mouth in hospitality and tourism management. Tourism management, 29(3), 458-468.[26] MacCarthy, B. L., & Atthirawong, W. (2003). Factors affecting location decisions in international operations-a Delphi study. International Journal of Operations & Production Management, 23(7), 794-818.[27] Press room - YouTube, Retrieved February 22 2016, from：https://www.youtube.com/yt/press/[28] Park, C., & Lee, T. M. (2009). Information direction, website reputation and eWOM effect: A moderating role of product type. Journal of Business research,62(1), 61-67.[29] Richins, M. L. (1983). Negative word-of-mouth by dissatisfied consumers: A pilot study. The journal of marketing, 68-78.[30] Smith, A. K., & Bolton, R. N. (2002). The effect of customers` emotional responses to service failures on their recovery effort evaluations and satisfaction judgments. Journal of the Academy of Marketing Science, 30(1), 5-23.[31] Volkov, M., Harker, D., & Harker, M. (2002). Complaint behaviour: a study of the differences between complainants about advertising in Australia and the population at large. Journal of Consumer Marketing, 19(4), 319-332.[32] Weinberger, M. G., & Dillon, W. R. (1980). The Effects of Unfavorable Product Rating Information. Advances in consumer research, 7(1).[33] Wetzer, I. M., Zeelenberg, M., & Pieters, R. (2007). “Never eat in that restaurant, I did!”: Exploring why people engage in negative word‐of‐mouth communication. Psychology & Marketing, 24(8), 661-680.[34] Xia, L., & Bechwati, N. N. (2008). Word of mouse: the role of cognitive personalization in online consumer reviews. Journal of interactive Advertising,9(1), 3-13.[35] Zhou, L., & Whitla, P. (2013). How negative celebrity publicity influences consumer attitudes: The mediating role of moral reputation. Journal of Business Research, 66(8), 1013-1020 zh_TW
