消費者線上口碑與評論研究：國內外相關文獻回顧與討論

Electronic WOM and Online Review- A Literature Review

過去十年間的Web2.0年代裡，消費者線上口碑與線上評論活動，越來越受行銷者的重視。同一段期間內，關於線上口碑與線上評論的學術研究，也在行銷與資管領域中如雨後春筍般地出現。本研究將線上口碑與線上評論的研究區分為（一）使用次級資料進行數據分析相關研究，以及（二）使用初級資料的相關研究等兩大方向。在此一區分下，本文首先回顧台灣學者迄今在上述二方向上較有代表性的中英文研究發表狀況，而後對焦於其中第一個方向，爬梳國際文獻中的相關議題與研究。文末，則針對國內學者後續從事線上口碑與評論相關議題研究，提出系列建議。

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.