口碑一直以為都是企業行銷的重要利器，而同時也是要害之一，且隨著網路的發達和社群網路的發展，對企業的影響也越來越大。而近幾年在媒體中開始出現一個新名詞，用來形容負面口碑在社群媒體中傳播的現象-線上口碑風暴(Online Firestorm)。 線上口碑風暴的相關研究相當的稀少，而在許多口碑的相關研究中也未多著墨，但隨著社群媒體的發展，此現象已越來越普遍，因此有研究探討的價值，所以在本研究中將先定義出線上口碑風暴，並以Google搜尋趨勢設計出測量線上口碑風暴的方式，以利將其從負面口碑的傳播分辨出來，並利用這樣的方法找出六個線上口碑風暴的個案來進行研究，配合Coombs的印象修復理論來進一步分析。 研究結果發現，可以將線上口碑風暴依成因分成「過去不好的服務或產品體驗」、「錯誤的時機情境」和「不適當的聲明或宣傳」，而各類別的最佳回應策略在文中有詳細講述。另外，當企業使用的回應策略越多時，線上口碑風暴持續的時間就可能越久。影響線上口碑風暴的因素有很多，經本研究的討論分析後，發現「負面訊息傳播的平台」、「回應策略的運用」和「企業的規模和性質」為最會影響線上口碑風暴的因素。 / Word-of-Mouth (WOM) has been a major marketing tool to the enterprise, but could also be one of its threats. With the development of the Internet and social networks, the impact of WOM on enterprises is also growing. In recent years, the rapid propagation of negative Word-of-Mouth in social media has gained much attention in media and is named “Online Firestorm.” Academic studies about Online Firestorm are rare, and researchers of Word-of-Mouth have not investigated it. Giving the development of social media, this phenomenon has become increasingly common. Therefore it is important for companies to know and better handle it and for researchers to investigate this new issue. In this study, we will define and measure Online Firestorm though Google Trends. We will also collect data from six cases and analyze how different responding strategies may result in different outcomes. Research found that Online Firestorm can be categorized into “past bad service or prouduct experience”, “bad timing scenarios” and “inappropriate statements or propaganda” according to the causes of the storm. The best response strategies to all kinds are described in the text. In addition, when used more response strategies, Online Firestorm duration may longer. There are many factors affecting the Online Firestorm, after the discussion and analysis found that "negative information dissemination platform", "the using of response strategies" and "the scale and nature of the enterprises" and as the factors that most likely to affect the Online Firestorm.

本研究旨在了解消費者如何運用說服知識，來判讀線上口碑訊息之真偽。說服知識一詞，最早於1994年，由Friestad以及Wright在其著作「說服知識模型：人們如何回應他人的說服意圖」一文中所提出。該模型在當時線上口碑尚未流行的年代，是完全以線下情境為研究主題開發而成。也因此，本研究希冀打造適用於線上口碑環境所使用的線上說服知識模型，藉由深度訪談八位受訪者，了解他們使用線上口碑的情形，進而深入探討，他們如何在今日線上口碑充斥著置入性行銷口碑的環境中，運用自身的說服知識，來辨認線上口碑訊息之真偽。在受訪者分享如何辨別偽口碑的經驗談時，本研究也因此了解人們是如何運用自身對產品、議題、品牌等主題知識(topic knowledge)，如何運用說服知識(persuasion knowledge)，如何應用說服者知識(agent knowledge)等由Friestad以及Wright所歸納而成的三大知識體系，來辨別線上口碑的真實性。本研究更進一步指認出台灣線上環境所特有的”鄉民”知識，並將之融入到線上說服知識模型之中。本研究結果顯示，人們對線上口碑環境的熟悉程度(是否經常瀏覽特定網站)，以及個人涉入口碑的深淺程度(觀看線上口碑的頻繁程度)，都影響到個人線上說服知識模型之架構。本研究是線上口碑文獻中，首度建構線上說服知識模型之研究。 / This research explores consumers’ use of persuasion knowledge in judging the credibility of eWOM. Persuasion Knowledge is a concept first coined by Friestad and Wright (1994) in their work of The Persuasion Knowledge Model: How people cope with persuasion attempts. The Persuasion Knowledge Model, however, was designed specifically for the offline context. This research aims to build an online Persuasion Knowledge Model by conducting in-depth interviews to eight participants in identifying their perceived dubious eWOM triggers. Throughout the process of participants’ reasoning with these triggers, we were able to see how consumers judge the credibility of eWOM by using their persuasion knowledge, topic knowledge, and agent knowledge in the online context. The findings also suggest a fourth knowledge base—villager knowledge—in the online WOM context. Furthermore, this study shows that one’s familiarity with an online WOM environment and one’s level of involvement with online WOM all influence the construction of one’s online Persuasion Knowledge Model. This study is a first in constructing the online Persuasion Knowledge Model in the eWOM literature.