| dc.contributor.advisor | 樓永堅 | zh_TW |
| dc.contributor.author (作者) | 林哲煒 | zh_TW |
| dc.creator (作者) | 林哲煒 | zh_TW |
| dc.date (日期) | 2008 | en_US |
| dc.date.accessioned | 8-十二月-2010 13:14:19 (UTC+8) | - |
| dc.date.available | 8-十二月-2010 13:14:19 (UTC+8) | - |
| dc.date.issued (上傳時間) | 8-十二月-2010 13:14:19 (UTC+8) | - |
| dc.identifier (其他 識別碼) | G0096355014 | en_US |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/49525 | - |
| dc.description (描述) | 碩士 | zh_TW |
| dc.description (描述) | 國立政治大學 | zh_TW |
| dc.description (描述) | 企業管理研究所 | zh_TW |
| dc.description (描述) | 96355014 | zh_TW |
| dc.description (描述) | 97 | zh_TW |
| dc.description.abstract (摘要) | 一直以來，台灣企業主流多是以製造加工為主的代工產業，導致台灣品牌發展還尚未能與世界先進國家看齊。在網路口碑影響力日漸增長的今日，經營網路口碑或許是台灣廠商拉近與國外競爭對手距離的一項利器。本研究分析在Amazon.com上有販售商品之國內十大品牌廠商，觀察這些廠商與其競爭者之商品在Amazon.com的產品評鑑資料庫中的表現。同時，分析商品本身特性、商品口碑評鑑之相關元素與其銷售排行之關係。最終，本研究發現，以下六點結論：一、 產品的口碑數量對於產品銷售有正面的影響。二、 產品的口碑分數高低對於非主觀判斷型的產品銷售有正面的影響。三、 當口碑分數有高有低時，口碑分數越高對口碑數量與產品銷售之間的關係有正面的影響。四、 在知覺風險高的產品類別中，對於正負口碑有無幫助的共識差異越大，越能幫助口碑分數對於產品銷售的影響。五、 在口碑分數接近中立的情形下，正面口碑提供者的真實姓名揭露比負面口碑提供者的真實姓名揭露更能幫助口碑分數對於產品銷售的影響六、 台灣品牌在國外消費者心中尚未能建立正面且顯著的影響力，但已漸漸朝此方向前進。 | zh_TW |
| dc.description.abstract (摘要) | The business model of original equipment manufacturing/original design manufacturing (OEM/ODM) has long prevailed in the history of Taiwan Industry. This has resulted in the inability to match up with most of the developed countries in terms of brand development. In a world with more emphasis upon online word-of-mouth effect, managing online word-of-mouth wisely may light a new path for Taiwan companies to stay competitive in the globe arena. This study studied the top 10 Taiwan brands who also distribute their products on Amazon.com. The word-of-mouth performances of these products, along with their competing counterparts, were analyzed. In addition, the effects of the attributes of the products and the fundamental elements of their corresponding word-of-mouths on the sales ranking were tested. The study ended up with six conclusions:1. The online review volume of a product has a positive effect on sale.2. The online review valance of a product has a positive effect on sale for products that are not depended heavily personal preference.3. When the online review valance of a product fluctuates, the effect of the valance on the relationship between the review volume and sale is stronger. 4. In the product category with higher perceived risk, the bigger the difference in the consensus of whether the positive reviews or the negative reviews are more helpful, the stronger the effect is on the relationship between review volume and sale. 5. When the review valance is close to neutral, the disclosure of the author’s name of the positive reviews has more positive effect on the relationship between the review valance and sale than the disclosure of the author’s name of the negative reviews6. Although products from Taiwan still cannot establish a strong brand perception in the mind of foreign customers, but it has been changed slowly in a positive direction. | en_US |
| dc.description.tableofcontents | 第一章 緒論 1第一節 研究背景 1第二節 研究動機 2第三節 研究目的 4第四節 研究流程 5第二章 文獻探討 6第一節 口碑基本定義 6第二節 網路口碑定義 8第三節 網路口碑與產品銷售之關係 10一、 口碑數量 11二、 說服力 12三、 信任程度 14第四節 來源國效應 16一、 來源國定義 16二、 來源國效應 17三、 國家形象 17四、 來源國國家形象對產品評價的影響 18第三章 研究方法 20第一節 研究架構 20第二節 研究假設 21第三節 研究對象 21一、 Amazon.com 21二、 台灣十大國際品牌 23第四節 資料來源說明 26第五節 變數的定義與衡量 28一、 自變數 28二、 應變數 31三、 調節變數 31第六節 資料分析方法 33一、 敘述性統計 33二、 多元迴歸分析 34第四章 資料分析與研究 35第一節 樣本基本資料敘述性分析 35一、 路由器、無線AP(router)產品類別敘述性統計 36二、 手機產品類別敘述性統計 37三、 電子血壓計產品類別敘述性統計 38四、 LCD產品類別敘述性統計 39五、 防毒軟體產品類別敘述性統計 40第二節 假設驗證 43一、 迴歸模型 43第五章 結論與建議 68第一節 研究結論 68第二節 管理意涵 71第三節 研究限制 73第四節 未來研究方向 74參考文獻 76一、 中文文獻 76二、 英文文獻 76圖目錄圖1-1本研究流程 5圖3-1研究架構 20圖3-2 Amazon.com產品口碑顯示頁面 27圖3-3 Amazon.com票選最有幫助正面口碑顯示頁面 28表目錄表2-1網路口碑傳播管道 9表3-1本研究假設 21表3-2全球前100大國際品牌地理分佈 24表3-3 Interbrand台灣品牌鑑價標準 24表3-4台灣前十大品牌排行榜 25表3-5產品價格之衡量方式 29表3-6口碑流傳程度之衡量方式 30表3-7口碑說服力之衡量方式 30表3-8產品銷售量之衡量方式 31表3-9共識程度之衡量方式 32表3-10關係強度之衡量方式 32表3-11台灣品牌之衡量方式 33表4-1刪減前後各類別資料總數（筆）..................................36表4-2路由器、無線AP(router)產品類別敘述性統計 37表4-3手機產品類別敘述性統計 38表4-4電子血壓計產品類別敘述性統計 39表4-5 LCD產品類別敘述性統計 40表4-6防毒軟體產品類別敘述性統計 41表4-7所有產品類別敘述性統計 42表4-8假說與變數對應表 46表4-9路由器產品類別Model 1迴歸整理表 47表4-10路由器產品類別Model 2迴歸整理表 48表4-11路由器產品類別Model 3迴歸整理總表 49表4-12手機產品類別Model 1迴歸整理表 50表4-13手機產品類別Model 2迴歸整理表 52表4-14手機產品類別Model 3迴歸整理總表 53表4-15電子血壓計產品類別Model 1迴歸整理表 54表4-16電子血壓計產品類別Model 2迴歸整理表 56表4-17電子血壓計產品類別Model 3迴歸整理總表 57表4-18 LCD產品類別Model 1迴歸整理表 58表4-19 LCD產品類別Model 1迴歸整理表 59表4-20 LCD產品類別Model 3迴歸整理表 60表4-21防毒軟體產品類別Model 1迴歸整理表 61表4-22防毒軟體產品類別Model 2迴歸整理表 63表4-23防毒軟體產品類別Model 3迴歸整理總表 64表4-24研究結果與假說對照表 65 | 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/#G0096355014 | en_US |
| dc.subject (關鍵詞) | 口碑 | zh_TW |
| dc.subject (關鍵詞) | 品牌 | zh_TW |
| dc.subject (關鍵詞) | 網路購物 | zh_TW |
| dc.subject (關鍵詞) | 網路評價 | zh_TW |
| dc.subject (關鍵詞) | 網路評論 | zh_TW |
| dc.subject (關鍵詞) | 亞瑪遜 | zh_TW |
| dc.subject (關鍵詞) | amazon | en_US |
| dc.title (題名) | 網路口碑與產品銷售之關係探討：以Amazon.com為例 | zh_TW |
| dc.type (資料類型) | thesis | en |
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