| dc.contributor.advisor | 吳豐祥 | zh_TW |
| dc.contributor.advisor | Wu, Feng Shang | en_US |
| dc.contributor.author (作者) | 謝松齡 | zh_TW |
| dc.contributor.author (作者) | Hsieh, Sung Ling | en_US |
| dc.creator (作者) | 謝松齡 | zh_TW |
| dc.creator (作者) | Hsieh, Sung Ling | en_US |
| dc.date (日期) | 2006 | en_US |
| dc.date.accessioned | 18-九月-2009 09:32:45 (UTC+8) | - |
| dc.date.available | 18-九月-2009 09:32:45 (UTC+8) | - |
| dc.date.issued (上傳時間) | 18-九月-2009 09:32:45 (UTC+8) | - |
| dc.identifier (其他 識別碼) | G0095359012 | en_US |
| dc.identifier.uri (URI) | https://nccur.lib.nccu.edu.tw/handle/140.119/34352 | - |
| dc.description (描述) | 碩士 | zh_TW |
| dc.description (描述) | 國立政治大學 | zh_TW |
| dc.description (描述) | 科技管理研究所 | zh_TW |
| dc.description (描述) | 95359012 | zh_TW |
| dc.description (描述) | 95 | zh_TW |
| dc.description.abstract (摘要) | 在Web2.0的浪潮下，網路購物者越來越習慣主動搜尋商品資訊、發表產品心得。2007年資策會的調查顯示，有八成的網友在購物前會先上網瀏覽商品評鑑、七成以上的網友會受到部落格評價或評比影響購物意願。這證明了網路口碑深深影響消費者的購物行為，身為網路商店的經營者，不可不重視這股影響力。對於網路化妝品商店來說，其所販售的產品屬於經驗性商品，消費者在無法透過實體商店進行試用的情況下，相當依賴網路口碑了解產品資訊與效果；此點從國內最大的口碑社群網站 「FashionGuide」與「UrCosme」皆以化妝品使用心得為討論主題即可窺知。並且，觀察到國內網路化妝品網站多半設計有「使用心得分享」的機制，顯示大部分的業者都認為在網路上放上使用者的心得，將對於產品銷售有所助益。以上可知，網路口碑對於消費者的購買決策具有相當的影響力，並已逐漸被應用在網路商店的經營上。然而國內外針對網路口碑的研究多半偏重在消費者行為方面，從企業觀點看待網路口碑管理的相關研究非常少數。本研究試圖探索網路化妝品商店進行網路口碑管理之動機與作法，提供實務上與學術上的貢獻。本研究的研究問題有四：1.網路化妝品商店進行網路口碑管理的動機為何？2.網路化妝品商店如何監視網路口碑？ 3.網路化妝品商店如何回應網路口碑？4.網路化妝品商店如何促進網路口碑傳播？ 透過深度訪談三家國內網路化妝品業者，並配合相關的次集資料蒐集與整理，本研究獲得以下主要結論：1.網路化妝品商店進行網路口碑管理的動機為獲知市場資訊與提升品牌認同感。2.網路化妝品商店利用美容討論網站與品牌網站監視網路口碑，根據細節內容界定其參考價值。3.網路化妝品商店會選擇性回應負面網路口碑；回應重點為情緒安撫、表示負責。4.網路化妝品商店藉由「心得分享」式顧客推薦方案、美容知識傳遞與促銷活動促進網路口碑傳播。5.網路化妝品商店所設計的網路口碑回應機制，有助於網路口碑監視與傳播促進。在網路口碑管理理論方面，本研究的主要貢獻有三：1.彌補網路口碑回應與傳播促進的研究缺口。2.提供網路口碑管理研究者模型修定之考量。3.發現網路口碑與傳統行銷廣告的新關聯性。 | zh_TW |
| dc.description.abstract (摘要) | Entering Web 2.0, online shoppers are more used to search product information before purchasing and share their comments after shopping. The MIC survey indicates that over 70% of online shoppers will explore the comments of others before purchasing and be affected. This shows that electronic Word-of-Mouth (eWOM) has a great influence on customers’ purchasing decision and worthy watching.Cosmetic in online stores could not be trail before purchasing, which is contrary to its experice quality product characters and lead to the booming of cosmetic community sites. In addition, many of the online cosmetic websites include the function called “True Story” to encourage customers share their experiences after using products, which means online cosmetic stores already know the power of eWOM and start to apply it in business operation.Even the influence and application of eWOM are already been proven, there are only still little researches relate to eWOM management. This study built a systematic structure to find the motivation and process for eWOM management of online cosmetic stores, tried to identify the context of this vague but important issue.The study aims to investigate the following questions: 1. What are the motivations for online cosmetics stores to manage eWOM? 2. How do they monitor eWOM? 3. How do they respond to eWOM? 4. How do they disseminate eWOM?Through interviewed three online cosmetic stores in Taiwan and applied secondary data analysis, the preliminary research findings include: 1. The motivations to manage eWOM for online cosmetic stores are collecting market information and building brand trust. 2. Online cosmetic stores take advantage of cosmetic community sites and official websites to monitor eWOM, identify the importance of eWOM by the detail descriptions. 3. Online cosmetic stores will optionally respond to negative eWOM to pacify and show the sense of responsibility. 4. Online cosmetic stores apply customer referral program, beauty knowledge conveying and promotion activities to increase the positive eWOM. 5. The respond mechanisms in online cosmetic websites also contribute to monitor and dissemination of eWOM. The study also contributed to the eWOM management theory by: 1. Supplement to the lack of eWOM respond and dissemination mechanisms. 2. Provide new references for eWOM management model revising. 3. Found the new relationship between eWOM and traditional marketing communication tools. | en_US |
| dc.description.tableofcontents | 摘要.......................................................i目錄.....................................................iii表目錄.....................................................v圖目錄....................................................vi第壹章 緒論..............................................1 第一節 研究動機與背景....................................1 第二節 研究目的與問題....................................3 第三節 研究流程.........................................3第貳章 文獻探討...........................................5 第一節 網路商店.........................................5 第二節 網路化妝品.......................................9 第三節 網路口碑........................................11 第四節 網路口碑管理....................................14 第五節 本章小結 ....................................25第參章 研究架構與研究設計.................................27 第一節 研究架構與變數說明...............................27 第二節 研究方法........................................30 第三節 研究對象........................................32 第四節 資料蒐集方式....................................32 第五節 研究限制........................................33第肆章 個案研究..........................................35 第一節 BeautyEasy牛爾自然保養網.........................35 第二節 艾莎古薩隨身保養網...............................51 第三節 UNT醫療美容網...................................71 第四節 個案比較........................................86 第伍章 研究發現與討論.....................................99 第一節 網路化妝品商店之網路口碑管理動機...................99 第二節 網路化妝品商店之網路口碑監視作法..................101 第三節 網路化妝品業者之網路口碑回應作法..................104 第四節 網路化妝品商店之促進網路口碑傳播作法..............107 第五節 網路口碑管理動機、監視、回應與傳播促進之關聯.......113 第六節 本章小結.......................................117第陸章 研究結論與建議....................................119 第一節 研究結論.......................................119 第二節 理論上的貢獻...................................121 第三節 研究建議.......................................122參考文獻..................................................125附錄一：訪談大綱...........................................131 | zh_TW |
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| dc.language.iso | en_US | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0095359012 | en_US |
| dc.subject (關鍵詞) | 網路商店 | zh_TW |
| dc.subject (關鍵詞) | 網路口碑 | zh_TW |
| dc.subject (關鍵詞) | 口碑管理 | zh_TW |
| dc.subject (關鍵詞) | 化妝品 | zh_TW |
| dc.subject (關鍵詞) | 經驗性產品 | zh_TW |
| dc.subject (關鍵詞) | onlline store | en_US |
| dc.subject (關鍵詞) | electronic Word-of-Mouth | en_US |
| dc.subject (關鍵詞) | Word-of-Mouth management | en_US |
| dc.subject (關鍵詞) | cosmetic | en_US |
| dc.subject (關鍵詞) | experice quality product | en_US |
| dc.title (題名) | 網路商店進行網路口碑管理之研究：以網路化妝品商店為例 | zh_TW |
| dc.title (題名) | A Study on Electronic Word-of-Mouth Management of Online Stores: Online Cosmetic Stores | en_US |
| dc.type (資料類型) | thesis | en |
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