消費者線上口碑與評論研究：國內外相關文獻回顧與討論
Other Title
Electronic WOM and online review - a literature review
Journal
臺大管理論叢
Journal Volume
26
Journal Issue
3
Pages
215-256
Date Issued
2016
Author(s)
柳秉佑
Abstract
Understanding online word of mouth (or electronic word of mouth, eWOM) and online review by consumers is an important task for marketers in the current Web 2.0 era. During the past ten years, we have seen a fast growing body of related literature developed in areas such as marketing and information management. Distinguishing research using and analyzing secondary data from research using primary data, this study first reviews representative eWOM studies by scholars in Taiwan, and then discusses issues relating to research using and analyzing secondary data in the international literature. The study concludes with a set of suggestions for Taiwanese scholars who would like to further push the frontier of eWOM studies.
Type
journal article