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    政大典藏 > College of Commerce > Department of MIS > Theses >  Item 140.119/100460
    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/100460

    Title: 網路負面口碑之研究-以公眾人物為例
    A Study of NWOM on Internet:Case Study on Public Figures
    Authors: 曾玉輝
    Zeng, Yu Huei
    Contributors: 尚孝純
    Shari Shang
    Zeng, Yu Huei
    Keywords: 負面口碑
    Negative Word of Mouth
    Electronic Word of Mouth
    Public Figures
    Date: 2016
    Issue Date: 2016-08-22 10:44:46 (UTC+8)
    Abstract: 網際網路興起與行動裝置普及後,人們越來越容易在各大社群媒體、討論區留下評論。其中,本來就影響甚大的負面口碑,結合了網路驚人的散步速率和廣大接觸群眾的特性,轉變為影響更為巨大的網路負面口碑。



    Since the rise of social media and the spread of mobile devices, sharing comments, advice and information with people on the internet without the constraints of time and space has become part of modern life and has resulted in major changes to how people receive information. Because of these changes, one particular issue has become more important than before: the influence of electronic word of mouth (EWOM), especially the negative type. Word of mouth has long been a topic of research, and researchers have found that negative word of mouth (NWOM) can have a greater impact than positive or neutral word of mouth. Furthermore, EWOM can spread faster and wider than traditional WOM. Thus, if negative word of mouth were spread via electronic channels such as social media on internet, it can cause unimaginable damage to the target individual or organization. To date, few studies focus on public figures’ negative EWOM. However, public figures play important roles in many areas because of their high attention from society and may sometimes be the target of negative EWOM.
    Based on the above, this study seeks answers to the following questions: Why do people on the internet reply negatively to the target public figures (negative EWOM motivation)? What types of negative content do people on the internet generate toward the public figures? What types of strategies may be applied to deal with different types of negative EWOM and negative EWOM motivation more frequently?
    This study first searched and reviewed previous literature related to NWOM, EWOM and public figures and categorized a few motivation, types of negative content and strategies. We then chose twenty case studies, and collected comments about these twenty cases on PTT, the largest terminal-based bulletin board system (BBS) based in Taiwan. Based on the using words of these comments, we can find out new motivation and new types of negative content did not exist in previous literature. Furthermore, we tracked how these public figures deal with NWOM, and tried to find out new patterns of strategies.

    The research results can help managers and researchers prevent crises caused by negative EWOM or take appropriate approaches for these crises.
    Keywords: Negative Word of Mouth, Electronic Word of Mouth, Public Figures
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    Description: 碩士
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0103356003
    Data Type: thesis
    Appears in Collections:[Department of MIS] Theses

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