網路口碑已被發現能有效影響銷售量，但口碑對不同類型商品銷售量的影響是否隨時間過去而改變仍未知。因此本研究探討價格及品牌對口碑與銷售量間關係在銷售不同時期的影響，並於2014年5月至10月蒐集四款不同價格和品牌智慧型手機在中國購物網站天貓（Tmall.com）的口碑及銷售資料以驗證假說。重要研究結果包括：(1)正負面口碑與口碑數量會顯著影響銷售量；(2)口碑數量多寡對銷售量的影響會因為商品價格高低而有所差異，對高價商品影響會大於低價商品；(3)口碑對銷售量的影響並非都是隨時間過去而降低。由於企業行銷預算有限，本研究的發現能幫助企業更有效的分配資源，讓各大智慧型手機品牌能在銷售不同時期提供差異化的口碑行銷策略，藉此讓企業資源運用的效益極大化。

Online word-of-mouth (WOM) is shown to influence sales significantly, but the impact of WOM on different types of products over time remains unknown. This study examines the influence of product prices and brand strength on the relationship between online WOM and sales over time. To conduct the study, we selected four types of smartphones (high/low prices * strong/weak brand) and collected weekly sales data and online WOM of these smartphones from Tmall.com for six months (2014 May-October). The results show that: (1) the valence of WOM and the volume of WOM significantly affect the sales; (2) the volume of WOM has a stronger effect on the sales of high-priced products than on the sales of low-priced products; (3) the impacts of online WOM on smartphones did not always decrease over time. Due to the limited marketing budget, it is important for companies to allocate resources in different selling period effectively. The results provide important references for smartphone companies to develop marketing strategies in different selling periods.

英文文獻

[1] Amblee, N., & Bui, T. (2011). Harnessing the influence of social proof in online shopping: The effect of electronic word of mouth on sales of digital microproducts. International Journal of Electronic Commerce, 16(2), 91-114.
[2] Arndt, J. (1967). Role of product-related conversations in the diffusion of a new product. Journal of marketing research, 4(3), 291-295.
[3] Atkinson, L., & Rosenthal, S. (2014). Signaling the green sell: the influence of eco-label source, argument specificity, and product involvement on consumer trust. Journal of Advertising, 43(1), 33-45.
[4] Baek, T. H., Kim, J., & Yu, J. H. (2010). The differential roles of brand credibility and brand prestige in consumer brand choice. Psychology & Marketing, 27(7), 662-678.
[5] Bansal, H. S., & Voyer, P. A. (2000). Word-of-mouth processes within a services purchase decision context. Journal of service research, 3(2), 166-177.
[6] Buttle, F. A. (1998). Word of mouth: understanding and managing referral marketing. Journal of strategic marketing, 6(3), 241-254.
[7] Cadario, R. (2014). The impact of online word-of-mouth on television show viewership: An inverted U-shaped temporal dynamic. Marketing Letters, 1-12.
[8] Çakmak, E., & Isaac, R. K. (2012). What destination marketers can learn from their visitors’ blogs: An image analysis of Bethlehem, Palestine. Journal of Destination Marketing & Management, 1(1), 124-133.
[9] Chen, P.-Y., Wu, S.-y., & Yoon, J. (2004). The impact of online recommendations and consumer feedback on sales. Paper presented at the Proceedings of the International Conference on Information Systems, Washington, D.C.
[10] Chevalier, J. A., & Mayzlin, D. (2006). The effect of word of mouth on sales: Online book reviews. Journal of marketing research, 43(3), 345-354.
[11] Chintagunta, P. K., Gopinath, S., & Venkataraman, S. (2010). The effects of online user reviews on movie box office performance: Accounting for sequential rollout and aggregation across local markets. Marketing Science, 29(5), 944-957.
[12] Cohen, J. (1988). Statistical power analysis for the behavioral sciences (2nd ed.). Hillsdale, NJ: Erlbaum.
[13] Cui, G., Lui, H.-K., & Guo, X. (2012). The effect of online consumer reviews on new product sales. International Journal of Electronic Commerce, 17(1), 39-58.
[14] Duan, W., Gu, B., & Whinston, A. B. (2008). Do online reviews matter?—An empirical investigation of panel data. Decision Support Systems, 45(4), 1007-1016.
[15] Eckert, C., Louviere, J. J., & Islam, T. (2012). Seeing the forest despite the trees: Brand effects on choice uncertainty. International Journal of Research in Marketing, 29(3), 256-264.
[16] eMarketer. (2014a). 2 Billion Consumers Worldwide to Get Smart(phones) by 2016. Retrieved 11th May, 2015, from http://www.emarketer.com/Article/2-Billion-Consumers-Worldwide-Smartphones-by-2016/1011694
[17] eMarketer. (2014b). Alibaba Group Sites Dominate Ecommerce in China. Retrieved 25th May, 2015, from http://www.emarketer.com/Article/Alibaba-Group-Sites-Dominate-Ecommerce-China/1011791
[18] eMarketer. (2014c). Worldwide Ecommerce Sales to Increase Nearly 20% in 2014. Retrieved 11th May, 2015, from http://www.emarketer.com/Article/Worldwide-Ecommerce-Sales-Increase-Nearly-20-2014/1011039
[19] Engadget. (2014). IDC: Samsung dominated Greater China smartphone shipments again in Q4 2013. Retrieved 15th April, 2015, from http://www.engadget.com/2014/02/17/idc-china-taiwan-smartphone-shipment-2013-q4/
[20] Erdem, T., & Swait, J. (1998). Brand Equity as a Signaling Phenomenon. Journal of Consumer Psychology, 7(2), 131-157.
[21] Field, A. (2005). Discovering statistics using SPSS (2nd ed.). London: Sage.
[22] Floyd, K., Freling, R., Alhoqail, S., Cho, H. Y., & Freling, T. (2014). How Online Product Reviews Affect Retail Sales: A Meta-analysis. Journal of Retailing, 90(2), 217-232.
[23] Fritz, C. O., Morris, P. E., & Richler, J. J. (2012). Effect size estimates: current use, calculations, and interpretation. Journal of experimental psychology: General, 141(1), 2-18.
[24] Godes, D., & Mayzlin, D. (2004). Using online conversations to study word-of-mouth communication. Marketing Science, 23(4), 545-560.
[25] Gu, B., Park, J., & Konana, P. (2012). Research note-the impact of external word-of-mouth sources on retailer sales of high-involvement products. Information Systems Research, 23(1), 182-196.
[26] Hennig‐Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word‐of‐mouth via consumer‐opinion platforms: What motivates consumers to articulate themselves on the Internet? Journal of interactive marketing, 18(1), 38-52.
[27] Herr, P. M., Kardes, F. R., & Kim, J. (1991). Effects of Word-of-Mouth and Product-Attribute Information on Persuasion: An Accessibility-Diagnosticity Perspective. Journal of Consumer Research, 17(4), 454-462.
[28] Ho-Dac, N. N., Carson, S. J., & Moore, W. L. (2013). The effects of positive and negative online customer reviews: Do brand strength and category maturity matter? Journal of Marketing, 77(6), 37-53.
[29] Hu, N., Liu, L., & Zhang, J. J. (2008). Do online reviews affect product sales? The role of reviewer characteristics and temporal effects. Information Technology and Management, 9(3), 201-214.
[30] International Business Machines Corporation (IBM). (2010). Mann-Whitney U statistic in SPSS differs from some books, other software, but p-values are the same. Retrieved 8th July, 2015, from http://www-01.ibm.com/support/docview.wss?uid=swg21479010
[31] International Data Corporation (IDC). (2015). The China Smartphone Market Picks Up Slightly in 2014Q4. Retrieved 24th June, 2015, from https://www.idc.com/getdoc.jsp?containerId=prHK25437515
[32] Kim, D. J., Ferrin, D. L., & Rao, H. R. (2008). A trust-based consumer decision-making model in electronic commerce: The role of trust, perceived risk, and their antecedents. Decision Support Systems, 44(2), 544-564.
[33] Kotler, P., & Keller, K. L. (2012). Marketing Management (14th ed.). Upper Saddle River, New Jersey: Prentice Hall.
[34] Liu, Y. (2006). Word of mouth for movies: Its dynamics and impact on box office revenue. Journal of Marketing, 70(3), 74-89.
[35] Lu, Q., Ye, Q., & Law, R. (2014). Moderating Effects of Product Heterogeneity between Online Word-of-Mouth and Hotel Sales. Journal of Electronic Commerce Research, 15(1), 1-12.
[36] Miyazaki, A. D., Grewal, D., & Goodstein, R. C. (2005). The effect of multiple extrinsic cues on quality perceptions: A matter of consistency. Journal of Consumer Research, 32(1), 146-153.
[37] Park, D.-H., Lee, J., & Han, I. (2007). The effect of on-line consumer reviews on consumer purchasing intention: The moderating role of involvement. International Journal of Electronic Commerce, 11(4), 125-148.
[38] Qiu, L., Pang, J., & Lim, K. H. (2012). Effects of conflicting aggregated rating on eWOM review credibility and diagnosticity: The moderating role of review valence. Decision Support Systems, 54(1), 631-643.
[39] Rui, H., Liu, Y., & Whinston, A. (2013). Whose and what chatter matters? The effect of tweets on movie sales. Decision Support Systems, 55(4), 863-870.
[40] Spence, M. (1973). Job market signaling. The quarterly journal of Economics, 87(3), 355-374.
[41] The Economist. (2013). Alibaba: The world's greatest bazaar. Retrieved 22th April, 2015, from http://www.economist.com/news/briefing/21573980-alibaba-trailblazing-chinese-internet-giant-will-soon-go-public-worlds-greatest-bazaar
[42] TrendForce. (2012). TrendForce: PC Background No Disadvantage as Lenovo Takes Smartphone Market by Storm. Retrieved 12th May, 2015, from http://www.dramexchange.com/WeeklyResearch/Post/5/3229.html
[43] Wilkie, W. L. (1990). Consumer behavior (2nd ed.). New York: Wiley.
[44] Xie, K. L., Zhang, Z., & Zhang, Z. (2014). The business value of online consumer reviews and management response to hotel performance. International Journal of Hospitality Management, 43(0), 1-12.
[45] Yeung, R. M., & Morris, J. (2006). An empirical study of the impact of consumer perceived risk on purchase likelihood: a modelling approach. International Journal of Consumer Studies, 30(3), 294-305.
[46] Zhu, F., & Zhang, X. (2010). Impact of online consumer reviews on sales: The moderating role of product and consumer characteristics. Journal of Marketing, 74(2), 133-148.

中文文獻

[1] 天貓，2015，「天貓國際轉運服務」，http://transport.tmall.com/go/chn/transport/ ，取用日期：2015年4月22日。
[2] 阿里巴巴集團，2015a，「阿里巴巴集團11.11購物狂歡節　商品成交額達人民幣571億元」，http://www.alibabagroup.com/tc/news/article?news=p141112 ，取用日期：2015年4月22日。
[3] 阿里巴巴集團，2015b，「阿里巴巴集團業務範籌」，http://www.alibabagroup.com/cn/about/businesses ，取用日期：2015年4月22日。
[4] 阿里巴巴集團，2015c，「阿里巴巴集團歷史及里程碑」，http://www.alibabagroup.com/cn/about/history ，取用日期：2015年4月22日。
[5] 阿里巴巴集團，2015d，「阿里巴巴戰略再升級 淘寶商城更名天貓」，http://www.alibabagroup.com/tc/news/press_pdf/p120111.pdf ，取用日期：2015年4月22日。
[6] 淘寶網，2015，「淘寶網國際轉運服務」，http://www.taobao.com/go/chn/transit/index.php?spm=az1314.20150122.0.0.hJaSHR ，取用日期：2015年4月22日。
[7] 電子工程專輯，2012，「中國智慧型手機市場　大者恆大品牌趨勢漸成形」，http://www.eettaiwan.com/ART_8800677701_617723_NT_e240b09e.HTM?jumpto=view_welcomead_1406530969855 ，取用日期：2015年4月15日。