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題名 選舉中線上口碑風暴之研究
An Examination Of Online Firestorm In Election
作者 陳怡臻
Chen, Yi Chen
貢獻者 尚孝純
Shang, Shiaw Chun
陳怡臻
Chen, Yi Chen
關鍵詞 負面電子口碑
網路風暴
選舉
Negative word of mouth
Online firestorm
Political election
日期 2015
上傳時間 17-Aug-2015 14:07:37 (UTC+8)
摘要 在這網路發達的世界，電子口碑(electronic word of mouth)一直以來都是學術界研究的重點。電子口碑分成正面跟負面，尤其以負面電子口碑備受關注，因為這會帶給企業難以估計的傷害。而在2014年，開始有學者提出了網路風暴(online firestorm)的新名詞，描述在現代社群網路下，負面口碑在網路上突然大量流傳的現象。

關於網路風暴的文獻相當少，但在台灣2014年舉辦的九合一選舉中，可以看出網路風暴對選情的影響之大，我們觀察到某些候選人可以藉由應對來有效控制情勢，但有些回應卻會讓負面口碑風暴越趨惡化，因此我們想要探究這之間的問題所在。所以本研究首先透過文獻了解口碑風暴的定義，從而利用文獻推斷出口碑風暴形成過程。並以Google Trend設計出衡量口碑風暴的方式，以此找出選舉中符合口碑風暴標準的負面口碑案例。之後把案例分成三種情境，每種情境以兩個不同候選人的個案為例，把從Opview收集到的負面口碑資料套用在設計出的公式裡來判斷選舉人的應對有效與否。選舉人的應對則會利用Benoit印象修復理論來做進一步說明。最後，由於此篇研究是以選舉中的口碑風暴為主，因此我們會把選舉中的口碑風暴與傳統商業中的口碑風暴做比較，來看兩者間有何不同或相同之處。
During the political election period in Taiwan in Nov. 2014, this study observed significant effects caused by online firestorms: some candidates used appropriate responses to mitigate their effects or minimize the harm, some turned negative into positive support of their brand, but some candidates were unable to manage the crisis and lost their brand value. To date, few studies have noted the importance of negative WOM (NWOM) management in political election campaigns. Nor have studies noted the effects of online firestorms on brand value. This study undertakes research to seek answers to the following research questions: What is the uniqueness of online firestorms in a political election? And, how do candidates respond the online firestorm to retain brand value?

This study initially reviewed the literature on negative WOM and online firestorm, and consolidated these studies to formulate the forming process of an online firestorm. Then the study classified online political election firestorm cases into three categories including fault, defect, and counterforce slander, and analyzed the best responses in each situation. Next, the study applied Google Trend to measure the online firestorm and referred image restoration theory to form an understanding of the response of a brand manager. The study results show that for fault situation, the most useful strategies seem to be mortification, minimization the offensive feeling, and ignoring to respond to most offensive accusations. For defect situation, the most used strategies are insisting the main opinion and using attack strategy to evade the most offensive accusations. Last, for counterforce slander situation, most candidates used full denial, blame shifting and accuser attack strategies to prove their innocence.

Finally, the study further distinguished the difference between conventional business online firestorm and political elections online firestorm from several angles which include: online firestorm targets, causes, consumer reactions, initiatives, effects and dissemination.
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描述 碩士
國立政治大學
資訊管理研究所
102356010
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0102356010
資料類型 thesis
dc.contributor.advisor 尚孝純zh_TW
dc.contributor.advisor Shang, Shiaw Chunen_US
dc.contributor.author (Authors) 陳怡臻zh_TW
dc.contributor.author (Authors) Chen, Yi Chenen_US
dc.creator (作者) 陳怡臻zh_TW
dc.creator (作者) Chen, Yi Chenen_US
dc.date (日期) 2015en_US
dc.date.accessioned 17-Aug-2015 14:07:37 (UTC+8)-
dc.date.available 17-Aug-2015 14:07:37 (UTC+8)-
dc.date.issued (上傳時間) 17-Aug-2015 14:07:37 (UTC+8)-
dc.identifier (Other Identifiers) G0102356010en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/77552-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 資訊管理研究所zh_TW
dc.description (描述) 102356010zh_TW
dc.description.abstract (摘要) 在這網路發達的世界，電子口碑(electronic word of mouth)一直以來都是學術界研究的重點。電子口碑分成正面跟負面，尤其以負面電子口碑備受關注，因為這會帶給企業難以估計的傷害。而在2014年，開始有學者提出了網路風暴(online firestorm)的新名詞，描述在現代社群網路下，負面口碑在網路上突然大量流傳的現象。

關於網路風暴的文獻相當少，但在台灣2014年舉辦的九合一選舉中，可以看出網路風暴對選情的影響之大，我們觀察到某些候選人可以藉由應對來有效控制情勢，但有些回應卻會讓負面口碑風暴越趨惡化，因此我們想要探究這之間的問題所在。所以本研究首先透過文獻了解口碑風暴的定義，從而利用文獻推斷出口碑風暴形成過程。並以Google Trend設計出衡量口碑風暴的方式，以此找出選舉中符合口碑風暴標準的負面口碑案例。之後把案例分成三種情境，每種情境以兩個不同候選人的個案為例，把從Opview收集到的負面口碑資料套用在設計出的公式裡來判斷選舉人的應對有效與否。選舉人的應對則會利用Benoit印象修復理論來做進一步說明。最後，由於此篇研究是以選舉中的口碑風暴為主，因此我們會把選舉中的口碑風暴與傳統商業中的口碑風暴做比較，來看兩者間有何不同或相同之處。		zh_TW
dc.description.abstract (摘要) During the political election period in Taiwan in Nov. 2014, this study observed significant effects caused by online firestorms: some candidates used appropriate responses to mitigate their effects or minimize the harm, some turned negative into positive support of their brand, but some candidates were unable to manage the crisis and lost their brand value. To date, few studies have noted the importance of negative WOM (NWOM) management in political election campaigns. Nor have studies noted the effects of online firestorms on brand value. This study undertakes research to seek answers to the following research questions: What is the uniqueness of online firestorms in a political election? And, how do candidates respond the online firestorm to retain brand value?

This study initially reviewed the literature on negative WOM and online firestorm, and consolidated these studies to formulate the forming process of an online firestorm. Then the study classified online political election firestorm cases into three categories including fault, defect, and counterforce slander, and analyzed the best responses in each situation. Next, the study applied Google Trend to measure the online firestorm and referred image restoration theory to form an understanding of the response of a brand manager. The study results show that for fault situation, the most useful strategies seem to be mortification, minimization the offensive feeling, and ignoring to respond to most offensive accusations. For defect situation, the most used strategies are insisting the main opinion and using attack strategy to evade the most offensive accusations. Last, for counterforce slander situation, most candidates used full denial, blame shifting and accuser attack strategies to prove their innocence.

Finally, the study further distinguished the difference between conventional business online firestorm and political elections online firestorm from several angles which include: online firestorm targets, causes, consumer reactions, initiatives, effects and dissemination.		en_US
dc.description.tableofcontents ACKNOWLEDGEMENT 1
摘要 2
ABSTRACT 3
TABLE OF CONTENTS 4
LIST OF TABLES 6
LIST OF FIGURES 8

CHAPTER 1: INTRODUCTION 9

CHAPTER 2: LITERATURE REVIEW 12
2.1 WORD OF MOUTH (WOM) 12
2.2 ELECTRONIC WORD OF MOUTH (EWOM) 12
2.3 THE MOTIVATION OF SHARING ELECTRONIC WORD OF MOUTH 14
2.4 NEGATIVE WORD OF MOUTH (NWOM) 15
2.5 THE MOTIVATION OF NEGATIVE WORD OF MOUTH 16
2.6 ONLINE FIRESTORM 17
2.7 STRATEGY TO MANAGE AND RESPONSE TO NEGATIVE EWOM 23
2.7.1 What a company (candidate) can do to manage the EWOM 23
2.7.2 How a company (candidate) response to the crisis 26

CHAPTER 3: METHODOLOGY 30
3.1 RESEARCH APPROACH 30
3.2 DATA COLLECTION 30
3.3 DATA ANALYZE 35

CHAPTER 4: DATA ANALYSIS 38
4.1 FAULT 38
4.1.1 Ko was accused of a tendency toward sexism 38
4.1.2 Lien’s father criticized Ko’s grandfather is a japanization person 42
4.1.3 Case analysis 45
4.2 DEFECT 47
4.2.1 Ko said that rejecting company “Ting-Shin” was similar to witch burning 47
4.2.2 Lien donated one hundred thousand NT dollars to Kaohsiung gas explosion 50
4.2.3 Case analysis 53
4.3 COUNTERFORCE SLANDER 55
4.3.1 Ko was accused of involving in human organs trading 55
4.3.2 Lien was accused of eavesdrop on Ko’s office 58
4.3.3 Case analysis 63

CHAPTER 5: DISCUSSION 65

CHAPTER 6: CONCLUSION 73
6.1 RESEARCH CONTRIBUTIONS 73
6.2 RESEARCH LIMITAIONS 74
6.3 FURTHER STUDY 74

REFERENCES 76
APPENDIX 84		zh_TW
dc.format.extent 5146546 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0102356010en_US
dc.subject (關鍵詞) 負面電子口碑zh_TW
dc.subject (關鍵詞) 網路風暴zh_TW
dc.subject (關鍵詞) 選舉zh_TW
dc.subject (關鍵詞) Negative word of mouthen_US
dc.subject (關鍵詞) Online firestormen_US
dc.subject (關鍵詞) Political electionen_US
dc.title (題名) 選舉中線上口碑風暴之研究zh_TW
dc.title (題名) An Examination Of Online Firestorm In Electionen_US
dc.type (資料類型) thesisen
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