English  |  正體中文  |  简体中文  |  Items with full text/Total items : 49521/84657 (58%)
Visitors : 7593868      Online Users : 111
RC Version 7.0 © Powered By DSPACE, MIT. Enhanced by NTU Library & TKU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
  • Adv. Search
    HomeLoginUploadHelpAboutAdminister Goto mobile version
    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/105153


    Title: 虛擬社群口碑傳遞之研究 : 以LINEQ為例
    Other Titles: A study of the effect of word of mouth (WOM) on social media : an example from LINEQ
    Authors: 楊淨淨;Yang, ChingChing
    Contributors: 淡江大學國際行銷碩士在職專班
    蔡政言;Tsai, Jang-Yan
    Keywords: LINEQ;虛擬社群;口碑傳遞;網路市場行家;正負面口碑;LINEQ;Social media;Word of mouth (WOM);Market mavens;Positive and negative WOM
    Date: 2015
    Issue Date: 2016-01-22 14:49:04 (UTC+8)
    Abstract: 行動時代已經來臨,人與人之間的人際網路於網路世界亦被落實,人們於網路上成立虛擬社群,加上許多人購物前會先於網路上進行口碑調查,故本研究欲以新興虛擬社群行動知識平台「LINEQ」,討論口碑傳遞的方式與效益。
      由於LINEQ為行動虛擬社群,考量行動載具的篇幅較小,故本研究欲討論虛擬社群之字數對於口碑的傳遞的影響。再研究其新興虛擬社群之LINEQ使用者輪廓,探討LINEQ上的網路市場行家對於口碑的影響。最後,使用案例的方式,探討LINEQ正負面口碑傳遞與其影響。
    The change of communication media changes people life style and moves toward to mobile commerce oriented these few years. Due to various activities on social media and people tending to search the words of mouth (WOM) of products and service before their purchasing, how to facilitates the new emerging new media wisely has become a new issue. This thesis takes a new social media and knowledge platform of “LINEQ” as an example to explore and concludes some finding as the followings.
    1. The mobile devices are small and hard to read, so this thesis aims to examine the best length of WOM on mobile devices first by using for social media.
    2. The demographics of users of LINEQ.
    3. The influences of market mavens on LINEQ.
    4. The influences of positive and negative WOM effects and their influences on LINEQ.
    Appears in Collections:[國際企業學系暨研究所] 學位論文

    Files in This Item:

    File Description SizeFormat
    index.html0KbHTML51View/Open

    All items in 機構典藏 are protected by copyright, with all rights reserved.


    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library & TKU Library IR teams. Copyright ©   - Feedback