Research on the influential elements of positive Word of Mouth－Take 3C Chain store for example

• Main Authors: Charles Chien, 簡郁峰
• Other Authors: 林孟彥
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/10168033268216591079

碩士 === 國立臺灣科技大學 === 管理研究所 === 94 === “Spreading the good bargain information”, “ Keep something for people inquiring about…In our experience of daily consumption, behaviors of “ inquiring” and “probing” gradually reveal, which means that the decision will be made after asking relevant usage of product service and consumption experiences from others. Dissemination from words (also known as positive Word of Mouth) has already fused into daily consumption behavior for all. In the day when the education level and economic target have achieved certain standard, also, the computer information is gradually popularized, Purchase demands of consumers in 3C Chain store increase day by day, the research takes the interaction experiences between consumers and 3C Chain store for example to discuss the willing of positive public Word of Mouth under the influence of “ product price”, “ product category”, “service quality” and “ relationship” after consumption. First, through in depth interview, primary data of public Word of Mouth praise is collected in the research, in addition, motive of positive of consumer is surveyed through questionnaire, in addition, the research takes the relationship between server of the 3C Chain store and consumer to proceed assumption and research confirmation of the influence upon the positive Word of Mouth on elements such as “ product price”, “ product category”, “service quality” and “ relationship”. The research result proves that the four assumption elements exist, moreover, it also shows that current consumer will spontaneously disseminate or offer advice timely when potential consumer inquires for relevant e-information product demand which reveals that the positive public Word of Mouth to potential consumers will have positive help through revenue growth. Through the cheap and reasonable “product price”, complete and diversity of the “ product category”, speedy, accurate and satisfying “service quality” and well maintained interaction of “relationship” offered by the 3C Chain store to the consumer, these four elements indeed have positive, obvious and key influences on positive public praise dissemination, it is hoped that the research results could offer references for overall service quality of operator of 3C Chain store. Key words：3C Chain store, positive Word of Mouth , product price, product category, service quality, relationship.