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題名 新創事業的口碑管理-以木酢家為例
Word of Mouth Management of Startup Business - A Case Study of Mujohome Pet Supplies作者 黃楷評 貢獻者 吳豐祥
黃楷評關鍵詞 口碑效應
網路口碑
口碑管理
新創事業
word-of-mouth
word-of-mouth management
start-up company
online word-of-mouth日期 2015 上傳時間 17-Aug-2015 14:19:17 (UTC+8) 摘要 台灣有很多的新創公司，產業結構以中小企業為主， 2013年台灣中小企業佔全體企業的97.64%；不可否認的是中小企業是台灣經濟的中流砥柱，也是幫助就業與平均分配所得的要角。然而，有超過三成的新設企業在五年以內結束營業，而經濟部2013年所出版的全球創業觀察台灣年報中的調查表示，新設企業在資金周轉不靈或是資源缺乏的情況下，將難以持續營運企業。 當人們再購買產品或是服務之前，多半傾向會去詢問親友或是熟人的意見，有93%的消費者會上網搜尋口碑意見，且有近53%的消費者會上網評論、分享他們的經驗，而當對於商品或服務滿意時，評論的意願會增加。國內外對於口碑效應的研究不在少數，但研究本身多集中在口碑效應的行程以及消費者行為，較少從企業的觀點出發研究口碑管理，如果能夠深入研究口碑管理的操作細節並能夠為新創事業所運用的話，將能夠大大提升資源效率與公司的存活率。 本研究欲探討的問題有三，1. 新創事業在達到穩定期之前如何促進口碑傳播？再者，促進口碑傳播的行為與其成長階段的關係為何？2. 新創事業在達到穩定期之前如何監視口碑？再者，監視口碑的行為與其成長階段的關係為何？3. 新創事業在達到穩定期之前如何回應口碑？再者，回應口碑的行為與其成長階段的關係為何？ 透過深入訪談新創事業-木酢家，並配合相關次級資料的蒐集與整理，本研究獲得以下結論1.新創事業會透過接觸虛擬和實體世界中不同的人際網絡促進口碑傳播。2. 新創事業口碑監視的重點在於，更詳細的了解消費者行為，以及顧客真正想要的產品。3. 口碑回應是對消費者傳達理念的途徑，新創事業再塑造形象時會納入策略的一部分。
There are many start-up companies in Taiwan, and therefore made the industrial structure full of small- and medium-sized enterprises (SMEs). In the year of 2013, SMEs account for 97.64% of all the enterprises,and are the mainstay of the employment market andthe economy system in Taiwan. However, the data shows that over 30% of SMEs end up in 5 years, the Global Entrepreneurship Monitor (GEM) from the Ministry of Economic Affairs said that the lack of money and resources are the biggest challenge of running a start-up company. When making the decision of buying products and services, people incline to ask for the opinions from friends or acquaintances. The data shows that 93% of the respondents search word-of-mouth informations on the internet, and 53% of them shared their experiences. The more satisfaction they perceived, the more likely they would share the experience. There were abundance of researches in the past studying word-of-mouth, much of them gave discussions on word-of-mouth effects and consumer behaviors, while only a few studying about word-of-mouth management from the enterprise view of point. Despite the power that word-of-mouth contains, if it can be apply by some of the SMEs, it might enhance the efficiency of utilizing resources. This thesis is going to study three questions: 1. How does a start-up company foster word-of-mouth before the company comes to a stabilizing phase? Moreover, what is the relationship between the word-of-mouth foster activity and the growing phases? 2. How does a start-up company monitor word-of-mouth before the company comes to a stabilizing phase? Moreover, what is the relationship between the word-of-mouth monitor activity and the growing phases? 3. How does a start-up company responds to word-of-mouth before the company comes to a stabilizing phase? Moreover, what is the relationship between the word-of-mouth responding activity and the growing phases? The research findings are describe as following:1. A Start-up company foster word-of-mouth by attaching different virtual and physical social networks. 2. The word-of-mouth monitor activity of a start-up company focuses on the comprehension of consumer behaviors and the consumer needs. 3. The word-of-mouth responding activity is a way to convey the belief of the company, it would be a part of the strategy when a start-up company is shaping its image.
摘要 I 目錄 III 表目錄 IV 圖目錄 V 第一章 緒論 1 第一節 研究背景與動機 1 第二節 研究問題與目的 5 第三節 論文架構 6 第二章 文獻探討 7 第一節 新創事業 7 第二節 口碑 15 第三節 口碑管理 23 第四節 小結 32 第三章 研究設計與方法 34 第一節 研究架構與變數說明 34 第二節 研究方法 37 第三節 研究對象 39 第四節 資料蒐集方式 39 第四章 個案研究 42 第一節 背景介紹 42 第二節 商品化期 43 第三節 成長期 58 第四節 小結 74 第五章 研究發現與討論 79 第一節 口碑傳播促進 79 第二節 口碑監視 83 第三節 口碑回應 86 第四節 新創事業成長階段與口碑管理的關係 87 第六章 研究結論與建議 89 第一節 研究結論 89 第二節 實務上之建議 90 第三節 研究限制 91 第四節 後續研究建議 92 參考文獻 94參考文獻 一、 英文文獻 1. Allsop, T., D., Bassett, B. R.,& Hoskins, J. A. (2007). Word-Of-Mouth Research: Principles And Applications. Journal of advertising Research, 47(4), 398-411. 2. Anderson, E. W. (1998). Customer Satisfaction And Word Of Mouth. Journal of Service Research, 1(1), 5-17. 3. Arndt, J. (1967). Word Of Mouth Advertising: A Review of the Literature (Vol. 4). New York: Advertising Research Federation. 4. Bayus, B. L. (1985). Word Of Mouth: The Indirect Effects Of Marketing Efforts. Journal of Marketing Research, 25(3), 31. 5. Belch G.E. & M.A., B. (2001). Advertising And Promotion: An Integrated Marketing Comunications Perspective. Boston: McGraw-Hill. 6. Bell, C. Gordon., & John E. McNamara. (1991). High-Tech Ventures：The Guide For Entrepreneurial Success. New York: Addision-Wesley Publishing Company, Inc. 7. Benbasat, I., Goldstein, D. K., & Mead, M. (1987). The Case Research Strategy In Studies Of Information Systems. MIS quarterly, 11(3). 8. Bickart, B., & Schindler, R. M. (2001). Internet Forums As Influential Sources Of Consumer Information. Journal of Interactive Marketing, 15(3), 31-52. 9. Bone,& Fitzgerald, P. (1995). Word-Of-Mouth Effects On Short-Term And Long-Term Product Judgments. Journal of Business Research, 32(3), March. 10. Brooks, & C., R. (1957). Word-Of-Mouth Advertising In Selling New Peoducts. Journal of Marketing, 22(2), 154-161. 11. Brown, Johnson, J., & Reingen, P. H. (1987). Social Ties And Word-of-Mouth Referral Behavior. Journal of Consumer Research, 14(3), 350-362. 12. Buttle, & A., F. (1998). Word Of Mouth: Understanding And Managing Referral Marketing. Journal of Strategic Marketing, 6(3), 241-254. 13. Chatterjee, P. (2001). Online Reviews: Do Consumers Use Them? Advances in consumer research, 28(1). 14. Chen, Y., & Shi, M. (2001). The Design And Implications Of Customer Recommendation Programs. Working Paper of New York University, 1-33. 15. Cooper, D. R., & Emory, C. W. (1995). Business Research Methods: Richard D. Irwin. 16. Crawford, W. (1997). Thirteen Steps To Obtaining Client Referrals. The CPA Journal, 67(8), 70-72. 17. Day, & S., G. (1971). Attitude Change, Media And Word of Mouth. Journal of advertising Research, 11(6), 31-40. 18. Dellarocas, C. (2003). The Digitization Of Word of Mouth: Promise And Challenges Of Online Feesback Mechanisms. Management Science, 49(10), 1407-1424. 19. Feick, F., L., & Price, L. L. (1987). The Market Maven: A Duffuser Of Marketplace Information. Journal of Marketing, 51(1), 83-97. 20. Gelb, D., B., & Sundaram, S. (2002). Adapting To Word of Mouse. Business Horizons, 45(4), 21-25. 21. Godes, David, & Mayzlin, D. (2004). Using Online Conversation To Study Word-Of-Mouth Communication. Marketing Science, 23(4), 545-560. 22. Godes, D., Mayzlin, D., Chen, Y., Das, S., Dellarocas, C., Pfeiffer, B., . . . Verlegh, P. (2005). The Firm`s Management Of Social Interactions. Marketing Letters, 16(3-4), 418-428. 23. Goyette, I., Ricard, L., Bergeron, J., & Marticotte, F. (2010). E-WOM Scale: Word-Of-Mouth Measurement Scale For E-Services Context. Canadian Journal of Administrative Science, 27(1), 5-23. 24. Granovetter, M. (1973). The Strength Of Weak Ties. American Journal of Sociology, 78(6), 1360-1380. 25. Hanson, W. A. (2000). Principle Of Internet Marketing. Ohio: South-Western College Publishing. 26. Haywood, K. M. (1989). Managing Word Of Mouth Communications. Journal of Service Marketing, 3(2, Spring), 55-67. 27. 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. 28. Herr, M., P., Kardes, F. R., & Kim, J. (1991). Effects of Word-of-Mouth And Product-Attribute Information On Persuasion: An Accessibility-Diagnosticity Perspective. Journal of Consumer Research, 17(4), 454-462. 29. Iyengar, R., Bulte, C. V. D., Eichert, J., West, B., & Valente, T. W. (2011). Gfk Marketing Intelligence Review, 3(1), 16-25. 30. Johnson, P. (1986). New Firms：An Economic Perspective. London: Allen & Unwin. 31. Katz, E., & Lazarsfeld, P. F. (1955). Personal Influence. New York: Free Press. 32. Kelley, S. W., & Davis, M. A. . (1994). Antecedents To Consumer Expectation For Service Recovery. Journal of the Academy Marketing Science, 22(1), 52-61. 33. Keogh, B. (2009). Word Of Mouth Economics. Croplife, 172(1), 42-44. 34. Lovelock, C., & Wirtz, J. (2007). Services Marketing: People, Technology, Strategy. Ontario: Pearson Education Canada. 35. Mayzlin, D. (2006). Promotional Chat On The Internet. Marketing Science, 25(2), 155-163. 36. Murray, K. B. (1991). A Test Of Services Marketing Theory: Consumer Information Acquisition Activities. Journal of Marketing, 55, January, 10-25. 37. Ohanian, R. (1990). Construction And Validation Of A Scale To Measure Celebrity Endorsers` Perceived Expertise, Trustworthiness, And Attractiveness. Journal of Advertising, 19(3), 39-52. 38. Oliver, C. (1995). Privacy, Anonymity AndAccountability. Computers and Security, 14(6), 489-490. 39. Pleschak, F. (1997). Technology-Based Firms In The Innovation Process: The Management Of Technology-Based Firms. N.W. Washington. 40. Rogers, E. M. (1983). Diffusions Of Innovations. New York: The Free Press. 41. Roshwalb, I. (1956). Personal Influence: The Part Played By People In The Flow Of Mass Communication. Journal of Marketing, 21(1), 129-130. 42. Sénécal, S., Kalczynski, P.J., & Nantel, J. . (2005). Consumers’Decision Making Process AndTheir Online Shopping Behavior: AClickstream Analysis. Journal of Business Research,, 58, 1599-1608. 43. Silverman, G. (2001). The Power Of Word of Mouth. Direct Marketing, 64 (5), 47-52. 44. Synder, P. (2004). Wanted: Standards For Viral Marketing. Brandweek, 45, 21-21. 45. Whyte Jr., W. H. (1954). The Web of Word of Mouth. Fortune, 50, 140-143. 46. Wirtz, Jochen, & Chew, P. (2002). The Effects of Incentives, Deal Proneness, Satisfaction And Tie Strength On Word-Of-Mouth Behaviour. International Journal of service Industry Management, 13(2), 141-162. 47. Yin, R. K. (1994). Case Study Research: Design And Methods, 2nd ed. SAGE Publication. 二、 中文文獻 1. 工研院(2011)。全球寵物產業趨勢與商機 2. 林東泰(1999)。大眾傳播理論。台北：師大書苑 3. 江怡君（2006）。口碑行銷模式之探索性研究。國立台灣科技大學企業管理研究所碩士論文。台北市。 4. 邱淑華(2012)。從意見領袖到影響者：談網路時代的影響力行銷。廣告學研究。37。33-51 5. 傅春炳(2010)。新創網路公司的關鍵成功因素之研究。國立高雄第一科技大學財務管理研究所碩士論文。高雄市。 6. 經濟部中小企業處(2014)。中小企業白皮書 7. 經濟部中小企業處(2013)。全球創業觀察台灣年報 8. 資策會(2013)。2013年中華民國電子商務年鑑 9. 資策會(2015)。2015上半年Facebook廣告於購物決策影響力分析 10. 潘淑滿(2003)。質性研究：理論與應用。台北：心理 11. 謝松齡(2008)。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。國立政治大學科技管理研究所碩士論文。台北市。 描述 碩士
國立政治大學
科技管理與智慧財產研究所
102364119資料來源 http://thesis.lib.nccu.edu.tw/record/#G0102364119 資料類型 thesis dc.contributor.advisor 吳豐祥 zh_TW dc.contributor.author (Authors) 黃楷評 zh_TW dc.creator (作者) 黃楷評 zh_TW dc.date (日期) 2015 en_US dc.date.accessioned 17-Aug-2015 14:19:17 (UTC+8) - dc.date.available 17-Aug-2015 14:19:17 (UTC+8) - dc.date.issued (上傳時間) 17-Aug-2015 14:19:17 (UTC+8) - dc.identifier (Other Identifiers) G0102364119 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/77621 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 科技管理與智慧財產研究所 zh_TW dc.description (描述) 102364119 zh_TW dc.description.abstract (摘要) 台灣有很多的新創公司，產業結構以中小企業為主， 2013年台灣中小企業佔全體企業的97.64%；不可否認的是中小企業是台灣經濟的中流砥柱，也是幫助就業與平均分配所得的要角。然而，有超過三成的新設企業在五年以內結束營業，而經濟部2013年所出版的全球創業觀察台灣年報中的調查表示，新設企業在資金周轉不靈或是資源缺乏的情況下，將難以持續營運企業。 當人們再購買產品或是服務之前，多半傾向會去詢問親友或是熟人的意見，有93%的消費者會上網搜尋口碑意見，且有近53%的消費者會上網評論、分享他們的經驗，而當對於商品或服務滿意時，評論的意願會增加。國內外對於口碑效應的研究不在少數，但研究本身多集中在口碑效應的行程以及消費者行為，較少從企業的觀點出發研究口碑管理，如果能夠深入研究口碑管理的操作細節並能夠為新創事業所運用的話，將能夠大大提升資源效率與公司的存活率。 本研究欲探討的問題有三，1. 新創事業在達到穩定期之前如何促進口碑傳播？再者，促進口碑傳播的行為與其成長階段的關係為何？2. 新創事業在達到穩定期之前如何監視口碑？再者，監視口碑的行為與其成長階段的關係為何？3. 新創事業在達到穩定期之前如何回應口碑？再者，回應口碑的行為與其成長階段的關係為何？ 透過深入訪談新創事業-木酢家，並配合相關次級資料的蒐集與整理，本研究獲得以下結論1.新創事業會透過接觸虛擬和實體世界中不同的人際網絡促進口碑傳播。2. 新創事業口碑監視的重點在於，更詳細的了解消費者行為，以及顧客真正想要的產品。3. 口碑回應是對消費者傳達理念的途徑，新創事業再塑造形象時會納入策略的一部分。 zh_TW dc.description.abstract (摘要) There are many start-up companies in Taiwan, and therefore made the industrial structure full of small- and medium-sized enterprises (SMEs). In the year of 2013, SMEs account for 97.64% of all the enterprises,and are the mainstay of the employment market andthe economy system in Taiwan. However, the data shows that over 30% of SMEs end up in 5 years, the Global Entrepreneurship Monitor (GEM) from the Ministry of Economic Affairs said that the lack of money and resources are the biggest challenge of running a start-up company. When making the decision of buying products and services, people incline to ask for the opinions from friends or acquaintances. The data shows that 93% of the respondents search word-of-mouth informations on the internet, and 53% of them shared their experiences. The more satisfaction they perceived, the more likely they would share the experience. There were abundance of researches in the past studying word-of-mouth, much of them gave discussions on word-of-mouth effects and consumer behaviors, while only a few studying about word-of-mouth management from the enterprise view of point. Despite the power that word-of-mouth contains, if it can be apply by some of the SMEs, it might enhance the efficiency of utilizing resources. This thesis is going to study three questions: 1. How does a start-up company foster word-of-mouth before the company comes to a stabilizing phase? Moreover, what is the relationship between the word-of-mouth foster activity and the growing phases? 2. How does a start-up company monitor word-of-mouth before the company comes to a stabilizing phase? Moreover, what is the relationship between the word-of-mouth monitor activity and the growing phases? 3. How does a start-up company responds to word-of-mouth before the company comes to a stabilizing phase? Moreover, what is the relationship between the word-of-mouth responding activity and the growing phases? The research findings are describe as following:1. A Start-up company foster word-of-mouth by attaching different virtual and physical social networks. 2. The word-of-mouth monitor activity of a start-up company focuses on the comprehension of consumer behaviors and the consumer needs. 3. The word-of-mouth responding activity is a way to convey the belief of the company, it would be a part of the strategy when a start-up company is shaping its image. en_US dc.description.abstract (摘要) 摘要 I 目錄 III 表目錄 IV 圖目錄 V 第一章 緒論 1 第一節 研究背景與動機 1 第二節 研究問題與目的 5 第三節 論文架構 6 第二章 文獻探討 7 第一節 新創事業 7 第二節 口碑 15 第三節 口碑管理 23 第四節 小結 32 第三章 研究設計與方法 34 第一節 研究架構與變數說明 34 第二節 研究方法 37 第三節 研究對象 39 第四節 資料蒐集方式 39 第四章 個案研究 42 第一節 背景介紹 42 第二節 商品化期 43 第三節 成長期 58 第四節 小結 74 第五章 研究發現與討論 79 第一節 口碑傳播促進 79 第二節 口碑監視 83 第三節 口碑回應 86 第四節 新創事業成長階段與口碑管理的關係 87 第六章 研究結論與建議 89 第一節 研究結論 89 第二節 實務上之建議 90 第三節 研究限制 91 第四節 後續研究建議 92 參考文獻 94 - dc.description.tableofcontents 摘要 I 目錄 III 表目錄 IV 圖目錄 V 第一章 緒論 1 第一節 研究背景與動機 1 第二節 研究問題與目的 5 第三節 論文架構 6 第二章 文獻探討 7 第一節 新創事業 7 第二節 口碑 15 第三節 口碑管理 23 第四節 小結 32 第三章 研究設計與方法 34 第一節 研究架構與變數說明 34 第二節 研究方法 37 第三節 研究對象 39 第四節 資料蒐集方式 39 第四章 個案研究 42 第一節 背景介紹 42 第二節 商品化期 43 第三節 成長期 58 第四節 小結 74 第五章 研究發現與討論 79 第一節 口碑傳播促進 79 第二節 口碑監視 83 第三節 口碑回應 86 第四節 新創事業成長階段與口碑管理的關係 87 第六章 研究結論與建議 89 第一節 研究結論 89 第二節 實務上之建議 90 第三節 研究限制 91 第四節 後續研究建議 92 參考文獻 94 zh_TW dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0102364119 en_US dc.subject (關鍵詞) 口碑效應 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) 新創事業 zh_TW dc.subject (關鍵詞) word-of-mouth en_US dc.subject (關鍵詞) word-of-mouth management en_US dc.subject (關鍵詞) start-up company en_US dc.subject (關鍵詞) online word-of-mouth en_US dc.title (題名) 新創事業的口碑管理-以木酢家為例 zh_TW dc.title (題名) Word of Mouth Management of Startup Business - A Case Study of Mujohome Pet Supplies en_US dc.type (資料類型) thesis en dc.relation.reference (參考文獻) 一、 英文文獻 1. 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