消费者线上口碑与评论研究国内外相关文献回顾与讨论-台大管理论丛.PDF

臺大管理論叢 2016/9 26 3 2 15-256 DOI: 10.6226/NTUMR.2016.MAY.R.25104-001 消費者線上口碑與評論研究：國內外相關文獻回 顧與討論 Electronic WOM and Online Review – A Literature Review 黃俊堯 / Chun-Yao Huang, Professor, Department of Business Administration, National Taiwan University 柳秉佑 / Ping-Yu Liu, Ph.D. Candidate, Department of Business Administration, National Taiwan University Received 2015/7, Final revision received 2016/5 摘 要 Web2.0 【關鍵字 】 Abstract Understanding online word of mouth (or electronic word of mouth, eWOM) and online review by consumers is an important task for marketers in the current Web 2.0 era. During the past ten years, we have seen a fast growing body of related literature developed in areas such as marketing and information management. Distinguishing research using and analyzing secondary data from research using primary data, this study first reviews representative eWOM studies by scholars in Taiwan, and then discusses issues relating to research using and analyzing secondary data in the international literature. The study concludes with a set of suggestions for Taiwanese scholars who would like to further push the frontier of eWOM studies. Keywords electronic word of mouth, online review, reviewer, literature review 215 壹 、前言 (Word of Mouth ; WOM) (Arndt, 1967; Beal and Rogers, 1957; Brooks, 1957) Web 2.0 Amazon .com Mobile01 Facebook Twitter Line (Electronic Word of Mouth; eWOM) (Online Review)