Community website word-of-mouth impact study - FACEBOOK as an example

• Main Authors: Wei-Jyh Liu, 劉韋志
• Other Authors: Yi-Wen Fan
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/52270984606695350519

碩士 === 國立中央大學 === 資訊管理學系碩士在職專班 === 99 === The internet technology and virtual communities keep continuing evolution day by day, when thinking back from the BBS of past to the new virtual communities nowadays, it''s a trend to achieve interpersonal interaction, information sharing and deepening of the relationship through virtual communities. Companies think about how to achieve marketing purposes by the interactive behavior produced by virtual communities. The research object is the FACEBOOK which has the most numbers of community members in Taiwan, and then try to find out the virtual communities effect of word-of-mouth, whether issued to expose commercial trial message on effect of community participants, the features of FACEBOOK’s “Like “ is showing the number of popularity and reputation of word-of-mouth trust. In this study, survey research is the main method of empirical research, to understand the true feelings of the community participants in the current environment. Data collection is based on network questionnaire and investigations against several of the major virtual community. But due to more than 90% collecting samples are using FACEBOOK, so FACEBOOK is the main research object. Recovery for the 700 samples, excluding those who do not participate in the virtual community, the sample was 618 copies. Exclude parts of the sample that do not use FACEBOOK were 598 valid samples. Research results reveal that level of community involvement is to impact on the promotion of community media; community word-of-mouth will affect shopping directions; full disclosure of product trial for community participants have a positive impact. The feature of FACEBOOK’s "like" is more than 500 times can get eighty percent of the trust. FACEBOOK is crowding out other communities with weak crowding effect.