An Exploratory Research Comparing the Differences of Online Word-of-Mouth Communication Media

• Main Authors: Kai-yuan Cheng, 鄭凱元
• Other Authors: Tom Lin
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/524923

碩士 === 國立臺灣科技大學 === 企業管理系 === 94 === The fast growth of internet promotes the blossom of internet information communication. It also allows people to have more channels searching information like gopher, online forums and bulletin-board-systems. The dissemination way of WOM become more and more various because of the popularization of internet. The internet contains huge information. Users adopt online WOM communication media they like by their using habit and consciousness. However, what are the information characteristics and communication patterns of online WOM communication media? What are the differences among online WOM communication media on information characteristics and communication patterns? These issues deserve to be deeply discussed. Unfortunately, it lacked for literatures in previous research. In order to fulfill the research gap, a qualitative research method was adopted. This research focuses on six popular online WOM communication media like gopher, E-mail, online forum, bulletin-board-system, auction and instant messaging. This research integrates in-depth interview results and literatures to find the differences among online WOM communication media on information characteristics and communication patterns. Three propositions are proposed for follow-up research to .think further. The research also reveals managerial implications and avenues for managers.