A Study on Electronic Word-of-Mouth Management-Cases of Driving Recording Vendors

• Main Authors: Ling-Hsu Wang, 王淩旭
• Other Authors: 蔡瑤昇
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/grcne4

碩士 === 國立臺北科技大學 === 管理學院工業工程與管理EMBA專班 === 101 === Currently internet is rising development, online shoppers are more used to search product information before purchasing and share their comments after shopping. The MIC survey indicates that over 70% of online shoppers will explore the comments of others before purchasing and be affected. This shows that online Word-of Mouth has a great influence on customers purchasing decision and worthy watching. For driving recording enterprise were to sold the products depend on technical and experience. Consumer could not be trial before purchasing which is depend on Word of Mouth to get a performance of products information. The consumer get products information from online website as like as Mobile01、Facebook、company website. Consumer get products information decide purchasing through online website. We dig out company there is a user sharing platform at company website. The mostly enterprise think that put on the sharing platform is better for selling products. Therefore we study to get understanding the enterprise how to do process on electronic word-of-mouth management and which one management type is enterprise attached importance to word of mouth management. The study aims to investigate the following question：1. How to do enterprise online word of mouth management activity？2. What’s part of online word of mouth management for enterprise？ Through interviewed three the driving recording enterprise in Taiwan and applied secondary data analysis, the preliminary research findings including：1. The large Enterprise would like to get a brand name reason that focus on observer type and moderator type by online word of mouth management. 2. The middle enterprise strive to build up brand name that focus on mediator type by online word of mouth management. 3. The enterprise is attached importance to the participant type with consumer to join foster the current situation due to build up the brand name identification from consumer. 4. The brand name is one of the world’s the best-know that focus on observer type and moderator type is better. 5. The enterprise is constructive strive to build up brand name that should be focus on mediator type.