社交網絡服務網站之網路口碑資訊分享與傳遞行 為及效果研究-以臉書(Facebook)為例

Abstract

As the Web2.0 Internet has become more popular, online word-of-mouth is the process by which consumers disseminate their views about marketplace goods and services. Online word-of-mouth is quite common for consumers online to gather information through the Internet before deciding on buying a product online or in a brick and mortar store. In recent years, the numbers of people using social networking sites has increased dramatically. There are now more than half a billion registered users of the well-known global social networking site, Facebook. It is the important social networking sites in the world and Taiwan. . The site affords a convenient means of establishing social capital by finding and connecting with friends through the friend finder feature. People can easily interact with friends through online word-of-mouth exchanges in Facebook. Thus, people can establish their friends networked of social capital with friends in Facebook. Facebook is a key platform on which people love to share online word-of-mouth. As a result, Facebook serves as the main platform in this study. This study applied and revised the research of Chu’s dissertation framework. Chu suggests that the effects of online word-of-mouth information sharing and delivery behavior depend on five factors: social capital, tie strength, homogeneity, trust and interpersonal influence. This study determines the effects of these five factors on online word-of-mouth information sharing and delivery behavior in Facebook. In addition, this study through the Google Analytics program embedded in the test page for click rates and the way of field experiment method to explore the effects of different levels social capital among users’ on online word-of-mouth effect. This study also surveys the five factors for their effects of online word-of-mouth. The results of this study demonstrate that：social capital, tie strength, homogeneity, trust and interpersonal influence effect online word-of-mouth information sharing and delivery behavior in Facebook. It is worth noting that, when the sender has more the characteristics endowed with less social capital friends, strong tie, lower homogeneity, higher trust and higher interperpersonal influence, the more willing they will be to delivery online word-of-mouth. On the other hands, the online word-of-mouth effects demonstrate that：when the sender has more social capital friends in Facebook, the effects of their online word-of-mouth will be better. The results also found, the best effects of online word-of-mouth were characterized with high social capital friends, weak tie strength, the lower homogeneity, while, the factors of trust and the lower interpersonal influence are less affect online word-of -mouth effect. In addition, the life cycle for the effects of online word-of-mouth is very brief over in 1-3 days, and may decline with time. Finally, the results of this study can inform enterprises and prospective advertisers through establishing benchmark indexes of online word-of-mouth. Accordingly, we could conclude that enterprise can make good use of numerous functions in Facebook; it can effectively establish consumer brand impressions and help maintain favorable online word-of- mouth.