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。 / 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 reviews
6. 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.
| Identifer | oai:union.ndltd.org:CHENGCHI/G0096355014 |
| Creators | 林哲煒 |
| Publisher | 國立政治大學 |
| Source Sets | National Chengchi University Libraries |
| Language | 中文 |
| Detected Language | English |
| Type | text |
| Rights | Copyright © nccu library on behalf of the copyright holders |
Page generated in 0.0016 seconds