網路口碑

網路口碑的定義（狹義）：

「網路口碑是利用網路所傳送的非正式人際溝通。此溝通涉及 產品、服務、品牌、廠商、或其他與消費活動有關的事或物。」（汪志堅，2017，第13頁)。

參考文獻：

汪志堅，網路口碑：網路口碑的前因後果、理論背景與研究趨勢，前程文化，2017年11月。

網路口碑的定義（國外文獻）：

Any positive or negative statement made by potential, actual, or former customers about a product or company, which is made available to a multitude of people and institutions via the Internet

參考文獻：

Hennig-Thurau, T., Walsh, G., ‘Electronic word-of-mouth: Motives for and consequences of reading customer articulations on the internet’, International Journal of Electronic Commerce, 2003, 8, (2), pp. 51-74

網路口碑的定義（詳細廣義定義）：

「網路口碑是網路上的非正式人際溝通，通常是顧客、潛 在顧客、過去顧客、公司所聘請的撰稿者、其他利害關係人所 發送，針對產品、服務、品牌、公司、或相關消費活動，所發 表的陳述，此陳述可以是正面、中性或負面的評述，其透過網 路，將此陳述可以傳播給他人，其傳播範圍可以是不特定的公 眾，也可以是特定的群體或少數的個人」。（汪志堅，2017，第13頁)。

參考文獻：

汪志堅，網路口碑：網路口碑的前因後果、理論背景與研究趨勢，前程文化，2017年11月。

狹義定義的局限性：

1. 口碑發送者，除了

(1)顧客、(2)過去顧客、(3) 未來顧客（潛在顧客），

還可能是

(4) 其他利害關係人(例如：雖非消費者，但為產品或服務過程中的旁觀者)，或是

(5) 公司的口碑行銷活動(有些論文有討論到此種口碑行銷，不是寫手，而是打卡送甜點之類的活動)，或是

(6) 公司所聘請來撰寫的口碑寫手(例如：俗稱的網軍或口碑寫手撰寫的業務配合文)

2. 口碑的標的物：可以是

(1)產品，或

(2)公司

但也可以是

(3) 品牌，或是

(4) 服務

3. 口碑的接收者，也可以是

(1) 一群人，

(2) 機構，

也可能只傳送給

(3) 很少數的人

4. 口碑正、負向

口碑可以是正面或負面，但有時口碑可能只是產品資訊的陳述，並未涉及正面或負面的評論。

網路口碑與購買決策：網路口碑協助資訊搜尋。

作者簡介：汪志堅老師

汪志堅老師 目前為台北大學資管所教授。汪志堅老師曾任台北大學資管所所長、台北大學商學院電子商務中心主任、台灣資訊系統研究學會理事長。曾發表近百篇學術論文，研究方向為網路行為、網路行銷、網路消費行為、網路心理學等。

汪志堅老師並擔任International Journal of Electronic Commerce Studies總編輯、電子商務研究學術期刊總編輯、行銷評論總編輯、商略學報執行編輯等工作。

國際資料庫中，對於汪志堅老師著作的追蹤狀況，請參與下面連結。

（各清單均為各國際資料庫自行整理，各個資料庫收錄的期刊不一，因此清單各有不同）

Google Scholar

https://scholar.google.com/citations?user=GY6BKuAAAAAJ

ResearchGate'

https://www.researchgate.net/profile/Chih_Chien_Wang

Scopus Author ID

https://www.scopus.com/authid/detail.uri?authorId=34668547200

Orcid ID

https://orcid.org/0000-0001-8940-3655

口碑傳播廣度與社交連結

50篇最經典的口碑研究，完整回顧

每篇經典的口碑研究整理成1頁重點，讓您功力大增。

本書進行了經典口碑研究文獻回顧，從國外頂級期刊的口碑研究論文中，找出被引用率最高的50篇論文，每篇論文都進行了1-2頁的文獻回顧。這50篇論文是本書的知識基礎來源。在本書中，作者簡要介紹這50篇論文。對於網路口碑的研究者來說，對於這50篇論文的了解，將有助於快速了解網路口碑研究的沿革。

28篇台灣本土口碑研究，完整回顧

每篇本土論文，整理成1頁重點，讓您快速了解台灣的本土研究。

本書回顧了28篇台灣期刊所刊登的網路口碑論文，每篇論文都有1-2頁的文獻回顧，這些文章刊登於電子商務研究、行銷評論等期刊，或是刊登於其他被收錄到TSSCI的學術期刊。從這些論文，可以窺知台灣的口碑研究現況。

45個科技部計畫，完整掌握

快速掌握45個研究計畫的主要內容。

本書摘要回顧了45個科技部（國科會）所贊助的專題計畫研究，簡要介紹各計畫之內容。藉由整理這些結案成果報告，可以知道台灣老師們進行過哪些類型的網路口碑研究。

完整目錄

第一章 緒論

第一節 網路口碑的重要性

第二節 整合性文獻回顧

第三節 本書的定位與呈現方式

第四節 本書的章節架構

第二章 網路口碑與口碑傳播

第一節 網路口碑

第二節 網路口碑與傳統口碑的差異

第三節 網路口碑傳播平台

第四節 網路口碑的回應

第二章 補充資料：負面口碑傳播研究案例

第三章 口碑研究現況

第一節 網路口碑的蓬勃發展

第二節 口碑研究的多元性與領域分布

第三節 刊登網路口碑論文的期刊

第四節 口碑論文關鍵字與摘要常見字詞

第四章 口碑研究方法

第一節 經典文獻的口碑研究方法

第二節 台灣口碑研究的研究方法

第五章 口碑影響

第一節 口碑與消費者決策過程

第二節 訊息傳播與產品擴散

第三節 態度、產品聲譽與評價

第四節 銷售與經營績效

第六章 口碑產生的原因

第一節 口碑生成的前因

第二節 口碑傳送的動機

第六章補充資料： 服務失誤與負面口碑研究案例

第七章 口碑傳播者因素

第一節 創新者與口碑傳播

第二節 意見領袖與口碑傳播

第三節 人格特質

第四節 發訊者的可信度、專家性

第七章補充資料：人格與口碑傳播的研究

第八章 口碑接收者因素

第一節 社會影響

第二節 從眾性人格

第三節 產品知識與涉入

第四節 顧客關係

第五節 文化差異

第八章補充資料：口碑接收的從眾效應

第九章 口碑內容與口碑說服

第一節 口碑有用性

第二節 口碑效價與負面偏誤

第三節 口碑長度

第四節 口碑歸因

第五節 口碑的情緒

第六節 資訊的客觀性

第七節 可取得性與可診斷性

第九章補充資料： 電影口碑的負面偏誤效應研究

第十章 口碑一致性與集體失調

第一節 口碑的一致性

第二節 集體失調

第十章補充資料： 口碑一致性與集體失調研究案例

第十一章 口碑整合模式與未來展望

第一節 網路口碑的前因後果

第二節 未來研究方向

第三節 實務導向的口碑分析研究案例

附錄一、經典網路口碑研究

附錄二、台灣期刊論文刊登的口碑研究

附錄三、科技部的口碑專案研究計畫

網友推薦：

這種專業書，很少人會推薦啦！不過，既然是「網路口碑」專書，當然要把網友推薦，也放進來喔！但這些網路推薦，會不會看起來有點像是機器人張貼的呢？大家自己看看吧！

https://blog.xuite.net/jorgefwf6e83r/blog/563158111

https://blog.xuite.net/yfwx1i25q/blog/580817151

http://ezbook.pixnet.net/blog/post/106989519

http://sbb209x4.pixnet.net/blog/post/242210367

http://lrl93jz71l.blog.fc2.com/blog-entry-522.html

參考文獻

從本書的參考文獻，可以窺知本書回顧了哪些論文，以及介紹了哪些研究。

1 Allen, V., ‘Situational factors in conformity’, Advances in experimental social psychology, 1965, 2, pp. 133-170

2 Anaya, G.J., Miao, L., Mattila, A.S., Almanza, B., ‘Consumer envy during service encounters’, Journal of Services Marketing, 2016, 30, (3), pp. 359-372

3 Anderson, E.W., ‘Customer satisfaction and word of mouth’, Journal of service research, 1998, 1, (1), pp. 5-17

4 Appley, M.H., Moeller, G., ‘Conforming behavior and personality variables in college women’, The Journal of Abnormal and Social Psychology, 1963, 66, (3), pp. 284

5 Archibald, R.B., Haulman, C.A., Moody, C.E., ‘Quality, price, advertising, and published quality ratings’, Journal of Consumer Research, 1983, 9, (4), pp. 347-356

6 Asch, S.E., ‘Studies of independence and conformity: A minority of one against a unanimous majority.’, Psychological Monographs, 1956, 70, (9), pp. 70

7 Avnet, T., Higgins, E.T., ‘How regulatory fit affects value in consumer choices and opinions’, Journal of Marketing Research, 2006, 43, (1), pp. 1-10

8 Ayeh, J.K., Au, N., Law, R., ‘"Do we believe in tripadvisor?" Examining credibility perceptions and online travelers' attitude toward using user-generated content’, Journal of Travel Research, 2013, 52, (4), pp. 437-452

9 Ayeh, J.K., Au, N., Law, R., ‘Predicting the intention to use consumer-generated media for travel planning’, Tourism Management, 2013, 35, pp. 132-143

10 Baker, A.M., Donthu, N., Kumar, V., ‘Investigating how word-of-mouth conversations about brands influence purchase and retransmission intentions’, Journal of Marketing Research, 2016, 53, (2), pp. 225-239

11 Banerjee, A., Fudenberg, D., ‘Word-of-mouth learning’, Games and Economic Behavior, 2004, 46, (1), pp. 1-22

12 Banerjee, S., Chua, A., ‘A theoretical framework to identify authentic online reviews’, Online Information Review, 2014, 38, (6), pp. 15

13 Baron, R.S., Vandello, J.A., Brunsman, B., ‘The forgotten variable in conformity research: Impact of task importance on social influence’, Journal of Personality and Social Psychology, 1996, 71, (5), pp. 915

14 Baumeister, R.F., Bratslavsky, E., Finkenauer, C., Vohs, K.D., ‘Bad is stronger than good’, Review of general psychology, 2001, 5, (4), pp. 323

15 Berry, J.W., ‘Independence and conformity in subsistence-level societies’, Journal of Personality and Social Psychology, 1967, 7, (4p1), pp. 415

16 Bertrandias, L., Goldsmith, R.E., ‘Some psychological motivations for fashion opinion leadership and fashion opinion seeking’, Journal of Fashion Marketing and Management, 2006, 10, (1), pp. 25-40

17 Bickart, B., Schindler, R.M., ‘Internet forums as influential sources of consumer information’, Journal of interactive marketing, 2001, 15, (3), pp. 31-40

18 bin Yeop Yunus, N.K., Ishak, S., Rhouse, S., ‘Critical service incidents: Analyzing service failure and recovery in hotels, restaurants and transportations in malaysia’, Journal of Global Business and Economics, 2012

19 Biyalogorsky, E., Gerstner, E., Libai, B., ‘Customer referral management: Optimal reward programs’, Marketing Science, 2001, 20, (1), pp. 82-95

20 Blodgett, J.G., Granbois, D.H., Walters, R.G., ‘The effects of perceived justice on complainants negative word-of-mouth behavior and repatronage intentions’, Journal of Retailing, 1993, 69, (4), pp. 399-428

21 Bone, P.F., ‘Word-of-mouth effects on short-term and long-term product judgments’, Journal of business research, 1995, 32, (3), pp. 213-223

22 Boo, H.C., Mattila, A.S., Tan, C.Y., ‘Effectiveness of recovery actions on deviant customer behavior-the moderating role of gender’, International Journal of Hospitality Management, 2013, 35, pp. 180-192

23 Bougie, R., Pieters, R., Zeelenberg, M., ‘Angry customers don't come back, they get back: The experience and behavioral implications of anger and dissatisfaction in services’, Journal of the Academy of Marketing Science, 2003, 31, (4), pp. 377-393

24 Bowman, D., Narayandas, D., ‘Managing customer-initiated contacts with manufacturers: The impact on share of category requirements and word-of-mouth behavior’, Journal of Marketing Research, 2001, 38, (3), pp. 281-297

25 Boyce, G., Greer, S., ‘More than imagination: Making social and critical accounting real’, Critical Perspectives on Accounting, 2013, 24, (2), pp. 105-112

26 Brown, J., Broderick, A.J., Lee, N., ‘Word of mouth communication within online communities: Conceptualing the online social network’, Journal of Interactive Marketing, 2007, 21, (3), pp. 2-20

27 Brown, J.J., Reingen, P.H., ‘Social ties and word-of-mouth referral behavior’, Journal of Consumer Research, 1987, 14, (3), pp. 350-362

28 Brown, T.J., Barry, T.E., Dacin, P.A., Gunst, R.F., ‘Spreading the word: Investigating antecedents of consumers' positive word-of-mouth intentions and behaviors in a retailing context’, Journal of the Academy of Marketing Science, 2005, 33, (2), pp. 123-138

29 Chamorro-Premuzic, T., Furnham, A., ‘Personality and intellectual competence’, Psychology Press, 2005

30 Chan, S.T.H., Lin, T.M.Y., Bodhi, P., ‘Exploring the persuasive effect of member-get-member referral programs’, Social Behavior and Personality, 2014, 42, (6), pp. 891-901

31 Chang, S.T., Lin, T.M.Y., Luarn, P., ‘The effects of word-of-mouth consistency on persuasiveness’, Canadian Journal of Administrative Sciences-Revue Canadienne Des Sciences De L Administration, 2014, 31, (2), pp. 128-141

32 Charlett, D., Garland, R., Marr, N., ‘How damaging is negative word of mouth’, Marketing Bulletin, 1995, 6, (1), pp. 42-50

33 Chatterjee, P., ‘Online reviews: Do consumers use them?’, 2001

34 Cheema, A., Kaikati, A.M., ‘The effect of need for uniqueness on word of mouth’, Journal of Marketing Research, 2010, 47, (3), pp. 553-563

35 Chen, Y.-J., Chen, Y., ‘Acquiring consumer perspectives in chinese ewom’, Journal of Information Management 資訊管理學報, 2015

36 Chen, Y.B., Xie, J.H., ‘Third-party product review and firm marketing strategy’, Marketing Science, 2005, 24, (2), pp. 218-240

37 Chen, Y.B., Xie, J.H., ‘Online consumer review: Word-of-mouth as a news element of marketing communication mix’, Management Science, 2008, 54, (3), pp. 477-491

38 Chen, Y.L., Chai, Y.T., Liu, Y., Xu, Y., ‘Analysis of review helpfulness based on consumer perspective’, Tsinghua Sci. Technol., 2015, 20, (3), pp. 293-305

39 Cheung, C.M., Lee, M.K., Rabjohn, N., ‘The impact of electronic word-of-mouth: The adoption of online opinions in online customer communities’, Internet Research, 2008, 18, (3), pp. 229-247

40 Cheung, C.M.K., Lee, M.K.O., ‘Understanding the sustainability of a virtual community: Model development and empirical test’, J. Inf. Sci., 2009, 35, (3), pp. 279-298

41 Cheung, C.M.K., Lee, M.K.O., ‘What drives consumers to spread electronic word of mouth in online consumer-opinion platforms’, Decision Support Systems, 2012, 53, (1), pp. 218-225

42 Cheung, C.M.K., Lee, M.K.O., Rabjohn, N., ‘The impact of electronic word-of-mouth - the adoption of online opinions in online customer communities’, Internet Research, 2008, 18, (3), pp. 229-247

43 Cheung, C.M.K., Liu, I.L.B., Lee, M.K.O., ‘How online social interactions influence customer information contribution behavior in online social shopping communities: A social learning theory perspective’, Journal of the Association for Information Science and Technology, 2015, 66, (12), pp. 2511-2521

44 Cheung, C.M.K., Thadani, D.R., ‘The impact of electronic word-of-mouth communication: A literature analysis and integrative model’, Decision Support Systems, 2012, 54, (1), pp. 461-470

45 Cheung, C.M.K., Xiao, B.S., Liu, I.L.B., ‘Do actions speak louder than voices? The signaling role of social information cues in influencing consumer purchase decisions’, Decision Support Systems, 2014, 65, pp. 50-58

46 Cheung, M.Y., Luo, C., Sia, C.L., Chen, H.P., ‘Credibility of electronic word-of-mouth: Informational and normative determinants of on-line consumer recommendations’, International Journal of Electronic Commerce, 2009, 13, (4), pp. 9-38

47 Chevalier, J.A., Mayzlin, D., ‘The effect of word of mouth on sales: Online book reviews’, Journal of Marketing Research, 2006, 43, (3), pp. 345-354

48 Childers, T.L., ‘Assessment of the psychometric properties of an opinion leadership scale’, Journal of Marketing Research, 1986, pp. 184-188

49 Choi, C., Mattila, A.S., ‘The effects of other customers' dress style on customers' approach behaviors: The moderating role of sense of power’, Cornell Hospitality Quarterly, 2016, 57, (2), pp. 211-218

50 Choi, M., Law, R., Heo, C.Y., ‘Shopping destinations and trust - tourist attitudes: Scale development and validation’, Tourism Management, 2016, 54, pp. 490-501

51 Cialdini, R.B., Goldstein, N.J., ‘Social influence: Compliance and conformity’, Annu. Rev. Psychol., 2004, 55, pp. 591-621

52 Costa, P.T., McCrae, R.R., ‘Normal personality assessment in clinical practice: The neo personality inventory’, Psychological assessment, 1992, 4, (1), pp. 5

53 Costa, P.T., McCrae, R.R., ‘Professional manual: Revised neo personality inventory (neo-pi-r) and neo five-factor inventory (neo-ffi)’, Odessa, FL: Psychological Assessment Resources, 1992

54 Costa, P.T., McCrae, R.R., ‘Solid ground in the wetlands of personality: A reply to block’, 1995

55 Coulter, R.A., Feick, L.F., Price, L.L., ‘Changing faces: Cosmetics opinion leadership among women in the new hungary’, European Journal of Marketing, 2002, 36, (11/12), pp. 1287-1308

56 Cramer, A.O., Sluis, S., Noordhof, A., Wichers, M., Geschwind, N., Aggen, S.H., Kendler, K.S., Borsboom, D., ‘Measurable like temperature or mereological like flocking? On the nature of personality traits’, European Journal of Personality, 2012, 26, (4), pp. 451-459

57 Czepiel, J.A., ‘Word-of-mouth processes in diffusion of a major technological innovation’, Journal of Marketing Research, 1974, 11, (2), pp. 172-180

58 Day, R.L., Grabicke, K., Schaetzle, T., Staubach, F., ‘The hidden agenda of consumer complaining’, Journal of Retailing, 1981

59 Day, R.L., Landon, E.L., ‘Toward a theory of consumer complaining behavior’, Consumer and industrial buying behavior, 1977, 95, pp. 425-437

60 De Bruyn, A., Lilien, G.L., ‘A multi-stage model of word-of-mouth influence through viral marketing’, International Journal of Research in Marketing, 2008, 25, (3), pp. 151-163

61 De Matos, C.A., Rossi, C.A.V., ‘Word-of-mouth communications in marketing: A meta-analytic review of the antecedents and moderators’, Journal of the Academy of Marketing Science, 2008, 36, (4), pp. 578-596

62 De Raad, B., ‘Personality traits in learning and education’, European Journal of Personality, 1996, 10, (3), pp. 185-200

63 Dellarocas, C., ‘The digitization of word of mouth: Promise and challenges of online feedback mechanisms’, Management Science, 2003, 49, (10), pp. 1407-1424

64 Deutsch, M., Gerard, H.B., ‘A study of normative and informational social influences upon individual judgment’, The journal of abnormal and social psychology, 1955, 51, (3), pp. 629

65 Dichter, E., ‘How word-of-mouth advertising works’, Harvard business review, 1966, 44, (6), pp. 147-160

66 Dichter, E., ‘How word-of-mouth advertising works’, Harvard Business Review, 1966, 44, (6), pp. 147-&

67 Dodson, J.A., Muller, E., ‘Models of new product diffusion through advertising and word-of-mouth’, Management Science, 1978, 24, (15), pp. 1568-1578

68 Doong, H.S., Law, R., Wang, H.C., ‘An initial investigation of integrating innovation diffusion models for drawing first-time visitors’, Journal of Travel & Tourism Marketing, 2009, 26, (1), pp. 19-29

69 Duan, W., Gu, B., Whinston, A.B., ‘The dynamics of online word-of-mouth and product sales - an empirical investigation of the movie industry’, Journal of Retailing, 2008, 84, (2), pp. 233-242

70 Duhan, D.F., Johnson, S.D., Wilcox, J.B., Harrell, G.D., ‘Influences on consumer use of word-of-mouth recommendation sources’, Journal of the Academy of Marketing Science, 1997, 25, (4), pp. 283-295

71 Eagly, A.H., Carli, L.L., ‘Sex of researchers and sex-typed communications as determinants of sex differences in influenceability: A meta-analysis of social influence studies’, Psychological Bulletin, 1981, 90, (1), pp. 1

72 East, R., Hammond, K., Wright, M., ‘The relative incidence of positive and negative word of mouth: A multi-category study’, International Journal of Research in Marketing, 2007, 24, (2), pp. 175-184

73 Ellison, G., Fudenberg, D., ‘Word-of-mouth communication and social-learning’, Quarterly Journal of Economics, 1995, 110, (1), pp. 93-125

74 Engel, J.F., Kegerreis, R.J., Blackwell, R.D., ‘Word-of-mouth communication by innovator’, Journal of Marketing, 1969, 33, (3), pp. 15-19

75 Erber, R., Fiske, S.T., ‘Outcome dependency and attention to inconsistent information’, Journal of personality and social psychology, 1984, 47, (4), pp. 709

76 Fang, S.-C., Liao, Y.-K., ‘The influence of brand personality and consumer-brand identification on behavioral loyalty: Moderating roles of consumer inertia and word of mouth’, Management Review, 2015, 34, pp. 107-111

77 Fang, Y.-H., ‘Beyond the credibility of electronic word of mouth: Exploring ewom adoption on social networking sites from affective and curiosity perspectives’, International Journal of Electronic Commerce, 2014, 18, (3), pp. 67-102

78 Feick, L.F., Price, L.L., ‘The market maven: A diffuser of marketplace information’, The Journal of Marketing, 1987, pp. 83-97

79 Feldman, J.M., Lynch, J.G., ‘Self-generated validity and other effects of measurement on belief, attitude, intention, and behavior’, Journal of applied Psychology, 1988, 73, (3), pp. 421

80 Festinger, L., ‘A theory of cognitive dissonance’, 1957

81 Fieck, L.F., Price, L.L., Higie, R.A., ‘People who use people: The other side of opinion leadership’, Advances in consumer research, 1986, 13, (1)

82 Flynn, L.R., Goldsmith, R.E., Eastman, J.K., ‘Opinion leaders and opinion seekers: Two new measurement scales’, Journal of the Academy of Marketing Science, 1996, 24, (2), pp. 137-147

83 Fornell, C., Bookstein, F.L., ‘Two structural equation models: Lisrel and pls applied to consumer exit-voice theory’, Journal of Marketing Research (JMR), 1982, 19, (4)

84 Fromkin, H.L., ‘Feelings of interpersonal undistinctiveness: An unpleasant affective state’, Journal of Experimental research in Personality, 1972

85 Furnham, A., ‘The big five versus the big four: The relationship between the myers-briggs type indicator (mbti) and neo-pi five factor model of personality’, Personality and Individual Differences, 1996, 21, (2), pp. 303-307

86 Furnham, A., ‘Knowing and faking one's five-factor personality score’, Journal of Personality Assessment, 1997, 69, (1), pp. 229-243

87 Gao, W.H., Liu, Y., Qian, L.P., ‘The personal touch of business relationship: A study of the determinants and impact of business friendship’, Asia Pac. J. Manag., 2016, 33, (2), pp. 469-498

88 Gao, Y.X., Mattila, A.S., Lee, S., ‘A meta-analysis of behavioral intentions for environment-friendly initiatives in hospitality research’, International Journal of Hospitality Management, 2016, 54, pp. 107-115

89 Garber, T., Goldenberg, J., Libai, B., Muller, E., ‘From density to destiny: Using spatial dimension of sales data for early prediction of new product success’, Marketing Science, 2004, 23, (3), pp. 419-428

90 Gelbrich, K., ‘Anger, frustration, and helplessness after service failure: Coping strategies and effective informational support’, Journal of the Academy of Marketing Science, 2010, 38, (5), pp. 567-585

91 Glasford, D.E., Dovidio, J.F., Pratto, F., ‘I continue to feel so good about us: In-group identification and the use of social identity—enhancing strategies to reduce intragroup dissonance’, Personality and Social Psychology Bulletin, 2009, 35, (4), pp. 415-427

92 Gnambs, T., Batinic, B., ‘A personality‐competence model of opinion leadership’, Psychology & Marketing, 2012, 29, (8), pp. 606-621

93 Godes, D., Mayzlin, D., ‘Using online conversations to study word-of-mouth communication’, Marketing Science, 2004, 23, (4), pp. 545-560

94 Godes, D., Mayzlin, D., ‘Firm-created word-of-mouth communication: Evidence from a field test’, Marketing Science, 2009, 28, (4), pp. 721-739

95 Godes, D., Mayzlin, D., Chen, Y.B., Das, S., Dellarocas, C., Pfeiffer, B., Libai, B., Sen, S., Shi, M.Z., Verlegh, P., ‘The firm's management of social interactions’, Marketing Letters, 2005, 16, (3-4), pp. 415-428

96 Goldberg, L.R., ‘The development of markers for the big-five factor structure’, Psychological assessment, 1992, 4, (1), pp. 26

97 Goldberg, L.R., ‘The structure of phenotypic personality traits’, American psychologist, 1993, 48, (1), pp. 26

98 Goldenberg, J., Libai, B., Moldovan, S., Muller, E., ‘The npv of bad news’, International Journal of Research in Marketing, 2007, 24, (3), pp. 186-200

99 Goldenberg, J., Libai, B., Muller, E., ‘Talk of the network: A complex systems look at the underlying process of word-of-mouth’, Marketing Letters, 2001, 12, (3), pp. 211-223

100 Goldenberg, J., Libai, B., Muller, E., ‘The chilling effects of network externalities’, International Journal of Research in Marketing, 2010, 27, (1), pp. 4-15

101 Gomez, R., ‘Gender invariance of the five-factor model of personality among adolescents: A mean and covariance structure analysis approach’, Personality and individual differences, 2006, 41, (4), pp. 755-765

102 Goodstein, R.C., ‘Category-based applications and extensions in advertising: Motivating more extensive ad processing’, Journal of Consumer Research, 1993, pp. 87-99

103 Gremler, D.D., Gwinner, K.P., Brown, S.W., ‘Generating positive word-of-mouth communication through customer-employee relationships’, International Journal of Service Industry Management, 2001, 12, (1), pp. 44-59

104 Guo, Y.Y., Sun, S., Schuckert, M., Law, R., ‘Online feedback and attraction management: An exploration of the critical factors in effective operations’, Asia Pacific Journal of Tourism Research, 2016, 21, (8), pp. 883-904

105 Haenlein, M., Libai, B., ‘Targeting revenue leaders for a new product’, Journal of Marketing, 2013, 77, (3), pp. 65-80

106 Hardin, E.E., Leong, F.T., Bhagwat, A.A., ‘Factor structure of the self-construal scale revisited implications for the multidimensionality of self-construal’, Journal of Cross-Cultural Psychology, 2004, 35, (3), pp. 327-345

107 Hartline, M.D., Jones, K.C., ‘Employee performance cues in a hotel service environment: Influence on perceived service quality, value, and word-of-mouth intentions’, Journal of Business Research, 1996, 35, (3), pp. 207-215

108 Heine, S.J., Lehman, D.R., Markus, H.R., Kitayama, S., ‘Is there a universal need for positive self-regard?’, Psychological review, 1999, 106, (4), pp. 766

109 Hellevik, O., Bjørklund, T., ‘Opinion leadership and political extremism’, International Journal of Public Opinion Research, 1991, 3, (2), pp. 157-181

110 Hennig-Thurau, T., Walsh, G., ‘Electronic word-of-mouth: Motives for and consequences of reading customer articulations on the internet’, International Journal of Electronic Commerce, 2003, 8, (2), pp. 51-74

111 Hennig‐Thurau, T., Gwinner, K.P., Walsh, G., Gremler, D.D., ‘Electronic word‐of‐mouth via consumer‐opinion platforms: What motivates consumers to articulate themselves on the internet?’, Journal of interactive marketing, 2004, 18, (1), pp. 38-52

112 Herr, P.M., Kardes, F.R., Kim, J., ‘Effects of word-of-mouth and product-attribute information on persuasion - an accessibility-diagnosticity perspective’, Journal of Consumer Research, 1991, 17, (4), pp. 454-462

113 Hess, R.L., Ganesan, S., Klein, N.M., ‘Interactional service failures in a pseudorelationship: The role of organizational attributions’, Journal of Retailing, 2007, 83, (1), pp. 79-95

114 Higgins, E.T., ‘Making a good decision: Value from fit’, American psychologist, 2000, 55, (11), pp. 1217

115 Higgins, E.T., ‘Value from regulatory fit’, Current directions in psychological science, 2005, 14, (4), pp. 209-213

116 Hogan, J.E., Lemon, K.N., Libai, B., ‘Quantifying the ripple: Word-of-mouth and advertising effectiveness’, Journal of Advertising Research, 2004, 44, (3), pp. 271-280

117 Hogarth, R.M., ‘On combining diagnostic ‘forecasts’: Thoughts and some evidence’, International Journal of Forecasting, 1989, 5, (4), pp. 593-597

118 Hong, H., Kubik, J.D., Stein, J.C., ‘Thy neighbor's portfolio: Word-of-mouth effects in the holdings and trades of money managers’, Journal of Finance, 2005, 60, (6), pp. 2801-2824

119 Hovland, C.I., Weiss, W., ‘The influence of source credibility on communication effectiveness’, Public opinion quarterly, 1951, 15, (4), pp. 635-650

120 Hu, N., Zhang, J., Pavlou, P.A., ‘Overcoming the j-shaped distribution of product reviews’, Commun. ACM, 2009, 52, (10), pp. 144-147

121 Huang, L., ‘Social contagion effects in experiential information exchange on bulletin board systems’, Journal of Marketing Management, 2010, 26, (3-4), pp. 197-212

122 Huang, Y.K., Yang, W.I., Lin, T.M.Y., Shih, T.Y., ‘Judgment criteria for the authenticity of internet book reviews’, Libr. Infor. Sci. Res., 2012, 34, (2), pp. 150-156

123 Ip, C., Lee, H., Law, R., ‘Profiling the users of travel websites for planning and online experience sharing’, Journal of Hospitality & Tourism Research, 2012, 36, (3), pp. 418-426

124 Jansen, B.J., Zhang, M.M., Sobel, K., Chowdury, A., ‘Twitter power: Tweets as electronic word of mouth’, Journal of the American Society for Information Science and Technology, 2009, 60, (11), pp. 2169-2188

125 Jauhari, V., Dutta, K., Venkatesh, U., Parsa, H., ‘Service failure and recovery strategies in the restaurant sector: An indo-us comparative study’, International Journal of Contemporary Hospitality Management, 2007, 19, (5), pp. 351-363

126 John, O.P., Naumann, L.P., Soto, C.J., ‘Paradigm shift to the integrative big five trait taxonomy’, Handbook of personality: Theory and research, 2008, 3, pp. 114-158

127 Johnson, F., ‘The western concept of self’, Culture and self: Asian and Western perspectives, 1985, pp. 91-138

128 Kahneman, D., Tversky, A., ‘Prospect theory: An analysis of decision under risk’, Econometrica: Journal of the Econometric Society, 1979, pp. 263-291

129 Katz, E., Lazarsfeld, P.F., ‘Personal influence, the part played by people in the flow of mass communications.’, Free Press, 1955

130 Keaveney, S.M., ‘Customer switching behavior in service industries: An exploratory study’, Journal of marketing, 1995, 59, (2)

131 Khare, A., Labrecque, L.I., Asare, A.K., ‘The assimilative and contrastive effects of word-of-mouth volume: An experimental examination of online consumer ratings’, Journal of Retailing, 2011, 87, (1), pp. 111-126

132 Kiesler, C.A., Kiesler, S.B., ‘Conformity’, Addison-Wesley Reading, MA, 1969

133 Kim, E.E.K., Mattila, A.S., Baloglu, S., ‘Effects of gender and expertise on consumers' motivation to read online hotel reviews’, Cornell Hospitality Quarterly, 2011, 52, (4), pp. 399-406

134 Kim, M.G., Wang, C., Mattila, A.S., ‘The relationship between consumer complaining behavior and service recovery: An integrative review’, International Journal of Contemporary Hospitality Management, 2010, 22, (7), pp. 975-991

135 Kim, M.G., Wang, C.Y., Mattila, A.S., ‘The relationship between consumer complaining behavior and service recovery’, International Journal of Contemporary Hospitality Management, 2010, 22, (7), pp. 975-991

136 King, R.A., Racherla, P., Bush, V.D., ‘What we know and don't know about online word-of-mouth: A review and synthesis of the literature’, Journal of Interactive Marketing, 2014

137 Kozinets, R.V., De Valck, K., Wojnicki, A.C., Wilner, S.J., ‘Networked narratives: Understanding word-of-mouth marketing in online communities’, Journal of marketing, 2010, 74, (2), pp. 71-89

138 Kumar, V., ‘Understanding cultural differences in innovation: A conceptual framework and future research directions’, Journal of International Marketing, 2014, 22, (3), pp. 1-29

139 Kumar, V., Aksoy, L., Donkers, B., Venkatesan, R., Wiesel, T., Tillmanns, S., ‘Undervalued or overvalued customers: Capturing total customer engagement value’, Journal of Service Research, 2010, 13, (3), pp. 297-310

140 Kumar, V., Bhaskaran, V., Mirchandani, R., Shah, M., ‘Practice prize winner creating a measurable social media marketing strategy: Increasing the value and roi of intangibles and tangibles for hokey pokey’, Marketing Science, 2013, 32, (2), pp. 194-212

141 Kumar, V., Bohling, T.R., Ladda, R.N., ‘Antecedents and consequences of relationship intention: Implications for transaction and relationship marketing’, Ind. Mark. Manage., 2003, 32, (8), pp. 667-676

142 Kumar, V., Dalla Pozza, I., Ganesh, J., ‘Revisiting the satisfaction-loyalty relationship: Empirical generalizations and directions for future research’, Journal of Retailing, 2013, 89, (3), pp. 246-262

143 Kumar, V., Gupta, S., ‘Conceptualizing the evolution and future of advertising’, Journal of Advertising, 2016, 45, (3), pp. 302-317

144 Kumar, V., Krishnan, T.V., ‘Multinational diffusion models: An alternative framework’, Marketing Science, 2002, 21, (3), pp. 318-330

145 Kumar, V., Mirchandani, R., ‘Increasing the roi of social media marketing’, Mit Sloan Management Review, 2012, 54, (1), pp. 55-+

146 Kumar, V., Petersen, J.A., Leone, R.P., ‘How valuable is word of mouth?’, Harvard Business Review, 2007, 85, (10), pp. 139-+

147 Kumar, V., Petersen, J.A., Leone, R.P., ‘Driving profitability by encouraging customer referrals: Who, when, and how’, Journal of Marketing, 2010, 74, (5), pp. 1-17

148 Kumar, V., Petersen, J.A., Leone, R.P., ‘Defining, measuring, and managing business reference value’, Journal of Marketing, 2013, 77, (1), pp. 68-86

149 Kwon, E., Mattila, A.S., ‘The effect of self-brand connection and self-construal on brand lovers' word of mouth (wom)’, Cornell Hospitality Quarterly, 2015, 56, (4), pp. 427-435

150 Laczniak, R.N., DeCarlo, T.E., Ramaswami, S.N., ‘Consumers' responses to negative word-of-mouth communication: An attributions theory perspective’, Journal of Consumer Psychology, 2001, 11, (1), pp. 57-73

151 Laros, F.J., Steenkamp, J.-B.E., ‘Emotions in consumer behavior: A hierarchical approach’, Journal of business Research, 2005, 58, (10), pp. 1437-1445

152 Lascu, D.-N., Zinkhan, G., ‘Consumer conformity: Review and applications for marketing theory and practice’, Journal of Marketing Theory and Practice, 1999, pp. 1-12

153 Lau, G.T., Ng, S., ‘Individual and situational factors influencing negative word-of-mouth behaviour’, Canadian Journal of Administrative Sciences-Revue Canadienne Des Sciences De L Administration, 2001, 18, (3), pp. 163-178

154 Lazarus, R.S., ‘Progress on a cognitive-motivational-relational theory of emotion’, American psychologist, 1991, 46, (8), pp. 819

155 Lee, ‘Manipulating ad message involvement through information expectancy: Effects on attitude evaluation and confidence’, Journal of Advertising, 2000, 29, (2), pp. 29-43

156 Lee, Koo, D.-M., ‘Effects of attribute and valence of e-wom on message adoption: Moderating roles of subjective knowledge and regulatory focus’, Computers in Human Behavior, 2012, 28, (5), pp. 1974-1984

157 Lee, H., Law, R., Murphy, J., ‘Helpful reviewers in tripadvisor, an online travel community’, Journal of Travel & Tourism Marketing, 2011, 28, (7), pp. 675-688

158 Lee, J., Lee, J.-N., ‘Understanding the product information inference process in electronic word-of-mouth: An objectivity–subjectivity dichotomy perspective’, Information & Management, 2009, 46, (5), pp. 302-311

159 Lee, M., Youn, S., ‘Electronic word of mouth (ewom) how ewom platforms influence consumer product judgement’, International Journal of Advertising, 2009, 28, (3), pp. 473-499

160 Lee, M.K.O., Shi, N., Cheung, C.M.K., Lim, K.H., Sia, C.L., ‘Consumer's decision to shop online: The moderating role of positive informational social influence’, Information & Management, 2011, 48, (6), pp. 185-191

161 Leung, D., Law, R., van Hoof, H., Buhalis, D., ‘Social media in tourism and hospitality: A literature review’, Journal of Travel & Tourism Marketing, 2013, 30, (1-2), pp. 3-22

162 Li, H.X., Liu, Y., ‘Understanding post-adoption behaviors of e-service users in the context of online travel services’, Information & Management, 2014, 51, (8), pp. 1043-1052

163 Libai, B., Bolton, R., Bügel, M.S., De Ruyter, K., Götz, O., Risselada, H., Stephen, A.T., ‘Customer-to-customer interactions: Broadening the scope of word of mouth research’, Journal of Service Research, 2010, 13, (3), pp. 267-282

164 Libai, B., Bolton, R., Bugel, M.S., de Ruyter, K., Gotz, O., Risselada, H., Stephen, A.T., ‘Customer-to-customer interactions: Broadening the scope of word of mouth research’, Journal of Service Research, 2010, 13, (3), pp. 267-282

165 Libai, B., Muller, E., Peres, R., ‘The role of within-brand and cross-brand communications in competitive growth’, Journal of Marketing, 2009, 73, (3), pp. 19-34

166 Libai, B., Muller, E., Peres, R., ‘Decomposing the value of word-of-mouth seeding programs: Acceleration versus expansion’, Journal of Marketing Research, 2013, 50, (2), pp. 161-176

167 Lin, T.M.Y., Fang, C.H., ‘The effects of perceived risk on the word-of-mouth communication dyad’, Social Behavior and Personality, 2006, 34, (10), pp. 1207-1216

168 Lin, T.M.Y., Huang, Y.K., Yang, W.I., ‘An experimental design approach to investigating the relationship between internet book reviews and purchase intention’, Libr. Infor. Sci. Res., 2007, 29, (3), pp. 397-415

169 Lin, T.M.Y., Liao, C.W., ‘Knowledge dissemination of word-of-mouth research: Citation analysis and social network analysis’, Libri, 2008, 58, (4), pp. 212-223

170 Lin, T.M.Y., Luarn, P., Huang, Y.K., ‘Effect of internet book reviews on purchase intention: A focus group study’, J. Acad. Librariansh., 2005, 31, (5), pp. 461-468

171 Litvin, S.W., Goldsmith, R.E., Pan, B., ‘Electronic word-of-mouth in hospitality and tourism management’, Tourism Management, 2008, 29, (3), pp. 458-468

172 Liu, A., Liu, Y., Mazumdar, T., ‘Star power in the eye of the beholder: A study of the influence of stars in the movie industry’, Marketing Letters, 2014, 25, (4), pp. 385-396

173 Liu, L.B., Cheung, C.M.K., Lee, M.K.O., ‘An empirical investigation of information sharing behavior on social commerce sites’, International Journal of Information Management, 2016, 36, (5), pp. 686-699

174 Liu, S.Q., Mattila, A.S., ‘"I want to help" versus "i am just mad": How affective commitment influences customer feedback decisions’, Cornell Hospitality Quarterly, 2015, 56, (2), pp. 213-222

175 Liu, S.W., Law, R., Rong, J., Li, G., Hall, J., ‘Analyzing changes in hotel customers' expectations by trip mode’, International Journal of Hospitality Management, 2013, 34, pp. 359-371

176 Liu, X.W., Schuckert, M., Law, R., ‘Can response management benefit hotels? Evidence from hong kong hotels’, Journal of Travel & Tourism Marketing, 2015, 32, (8), pp. 1069-1080

177 Liu, X.W., Schuckert, M., Law, R., ‘Online incentive hierarchies, review extremity, and review quality: Empirical evidence from the hotel sector’, Journal of Travel & Tourism Marketing, 2016, 33, (3), pp. 279-292

178 Liu, Y., ‘Word of mouth for movies: Its dynamics and impact on box office revenue’, Journal of Marketing, 2006, 70, (3), pp. 74-89

179 Liu, Y., Eisingerich, A.B., Auh, S., Merlo, O., Chun, H.E.H., ‘Service firm performance transparency: How, when, and why does it pay off?’, Journal of Service Research, 2015, 18, (4), pp. 451-467

180 Liu, Y., Li, H., Peng, G., Lv, B.F., Zhang, C., ‘Online purchaser segmentation and promotion strategy selection: Evidence from chinese e-commerce market’, Annals of Operations Research, 2015, 233, (1), pp. 263-279

181 Liu, Y., Mai, E.S., Yang, J., ‘Network externalities in online video games: An empirical analysis utilizing online product ratings’, Marketing Letters, 2015, 26, (4), pp. 679-690

182 Lu, J., Yang, J., Yu, C.S., ‘Is social capital effective for online learning?’, Information & Management, 2013, 50, (7), pp. 507-522

183 Lu, Q., Ye, Q., Law, R., ‘Moderating effects of product heterogeneity between online word-of-mouth and hotel sales’, J. Electron. Commer. Res., 2014, 15, (1), pp. 1-12

184 Luo, X., ‘Quantifying the long-term impact of negative word of mouth on cash flows and stock prices’, Marketing Science, 2009, 28, (1), pp. 148-165

185 Lynn, M., Harris, J., ‘The desire for unique consumer products: A new individual differences scale’, 1997

186 Mahajan, V., Muller, E., Kerin, R.A., ‘Introduction strategy for new products with positive and negative word-of-mouth’, Management Science, 1984, 30, (12), pp. 1389-1404

187 Mandler, G., ‘The structure of value: Accounting for taste’, 1982

188 Markus, H.R., Kitayama, S., ‘Culture and the self: Implications for cognition, emotion, and motivation’, Psychological review, 1991, 98, (2), pp. 224

189 Mattila, A.S., ‘The impact of service failures on customer loyalty - the moderating role of affective commitment’, International Journal of Service Industry Management, 2004, 15, (2), pp. 134-149

190 Mattila, A.S., Ro, H., ‘Discrete negative emotions and customer dissatisfaction responses in a casual restaurant setting’, Journal of Hospitality & Tourism Research, 2008, 32, (1), pp. 89-107

191 Mattila, A.S., Wirtz, J., ‘The impact of knowledge types on the consumer search process - an investigation in the context of credence services’, International Journal of Service Industry Management, 2002, 13, (3-4), pp. 214-230

192 Matz, D.C., Wood, W., ‘Cognitive dissonance in groups: The consequences of disagreement’, Journal of personality and social psychology, 2005, 88, (1), pp. 22

193 Maxham, J.G., ‘Service recovery's influence on consumer satisfaction, positive word-of-mouth, and purchase intentions’, Journal of Business Research, 2001, 54, (1), pp. 11-24

194 McCrae, R.R., Costa, P.T., ‘Updating norman's" adequacy taxonomy": Intelligence and personality dimensions in natural language and in questionnaires’, Journal of personality and social psychology, 1985, 49, (3), pp. 710

195 Meyers-Levy, J., Tybout, A.M., ‘Schema congruity as a basis for product evaluation’, Journal of consumer research, 1989, pp. 39-54

196 Milgram, S., Bickman, L., Berkowitz, L., ‘Note on the drawing power of crowds of different size’, Journal of personality and social psychology, 1969, 13, (2), pp. 79

197 Moe, W.W., Trusov, M., ‘The value of social dynamics in online product ratings forums’, Journal of Marketing Research, 2011, 48, (3), pp. 444-456

198 Money, R.B., Gilly, M.C., Graham, J.L., ‘Explorations of national culture and word-of-mouth referral behavior in the purchase of industrial services in the united states and japan’, Journal of Marketing, 1998, 62, (4), pp. 76-87

199 Moon, S., Bergey, P.K., Iacobucci, D., ‘Dynamic effects among movie ratings, movie revenues, and viewer satisfaction’, Journal of Marketing, 2010, 74, (1), pp. 108-121

200 Mowen, J.C., ‘Consumer behavior’, Macmillian, 1990

201 Nicholas, D., Ritchie, M., ‘Literature and bibliometrics’, C. Bingley; Linnet Books, 1978

202 Nitzan, I., Libai, B., ‘Social effects on customer retention’, Journal of Marketing, 2011, 75, (6), pp. 24-38

203 Nyer, P.U., ‘A study of the relationships between cognitive appraisals and consumption emotions’, Journal of the Academy of Marketing Science, 1997, 25, (4), pp. 296-304

204 Nyer, P.U., ‘An investigation into whether complaining can cause increased consumer satisfaction’, Journal of consumer marketing, 2000, 17, (1), pp. 9-19

205 Nyer, P.U., Gopinath, M., ‘Effects of complaining versus negative word of mouth on subsequent changes in satisfaction, the role of public commitment’, Psychology & Marketing, 2005, 22, (12), pp. 937-953

206 O'Neill, M., Palmer, A., ‘Cognitive dissonance and the stability of service quality perceptions’, Journal of Services Marketing, 2004, 18, (6), pp. 433-449

207 Okazaki, S., ‘Determinant factors of mobile-based word-of-mouth campaign referral among japanese adolescents’, Psychology & Marketing, 2008, 25, (8), pp. 714-731

208 Okazaki, S., ‘Social influence model and electronic word of mouth pc versus mobile internet’, International Journal of Advertising, 2009, 28, (3), pp. 439-472

209 Okazaki, S., ‘The tactical use of mobile marketing: How adolescents' social networking can best shape brand extensions’, Journal of Advertising Research, 2009, 49, (1), pp. 12-26

210 Okazaki, S., Barwise, P., ‘Has the time finally come for the medium of the future? Research on mobile advertising’, Journal of Advertising Research, 2011, 51, (1), pp. 59-71

211 Okazaki, S., Diaz-Martin, A.M., Rozano, M., Menendez-Benito, H.D., ‘How to mine brand tweets procedural guidelines and pretest’, International Journal of Market Research, 2014, 56, (4), pp. 467-488

212 Okazaki, S., Diaz-Martin, A.M., Rozano, M., Menendez-Benito, H.D., ‘Using twitter to engage with customers: A data mining approach’, Internet Research, 2015, 25, (3), pp. 416-434

213 Okazaki, S., Rubio, N., Campo, S., ‘Do online gossipers promote brands?’, Cyberpsychology Behavior and Social Networking, 2013, 16, (2), pp. 100-107

214 Okazaki, S., Rubio, N., Campo, S., ‘Gossip in social networking sites why people chitchat about ad campaigns’, International Journal of Market Research, 2014, 56, (3), pp. 317-340

215 Okazaki, S., Rubio, N., Campo, S., ‘Gossiping behavior on social networking sites: Does gender matter?’, Int. J. Hum.-Comput. Interact., 2014, 30, (9), pp. 718-726

216 Okazaki, S., Taylor, C.R., ‘Social media and international advertising: Theoretical challenges and future directions’, Int. Market. Rev., 2013, 30, (1), pp. 56-71

217 Okazaki, S., Yague, M.J., ‘Responses to an advergaming campaign on a mobile social networking site: An initial research report’, Computers in Human Behavior, 2012, 28, (1), pp. 78-86

218 Palmer, A., Beggs, R., Keown-McMullan, C., ‘Equity and repurchase intention following service failure’, Journal of services marketing, 2000, 14, (6), pp. 513-528

219 Park, D.H., Kim, S., ‘The effects of consumer knowledge on message processing of electronic word-of-mouth via online consumer reviews’, Electronic Commerce Research and Applications, 2008, 7, (4), pp. 399-410

220 Parrott, W.G., ‘But emotions are sometimes irrational’, Psychological Inquiry, 1995, 6, (3), pp. 230-232

221 Pelton, L.: ‘Phantom menace: The effect of narcissism on word-of-mouth communications’, UNIVERSITY OF NORTH TEXAS, 2014

222 Pervin, L.A., John, O.P., ‘Personality, theory and research ’, New York: John Wiley & Sons, 2001

223 Petersen, J.A., McAlister, L., Reibstein, D.J., Winer, R.S., Kumar, V., Atkinson, G., ‘Choosing the right metrics to maximize profitability and shareholder value’, Journal of Retailing, 2009, 85, (1), pp. 95-111

224 Petty, R.E., Cacioppo, J.T., ‘The effects of involvement on responses to argument quantity and quality: Central and peripheral routes to persuasion’, Journal of personality and social psychology, 1984, 46, (1), pp. 69

225 Petty, R.E., Cacioppo, J.T., ‘The elaboration likelihood model of persuasion’, (Springer, 1986)

226 Phelps, J.E., Lewis, R., Mobilio, L., Perry, D., Raman, N., ‘Viral marketing or electronic word-of-mouth advertising: Examining consumer responses and motivations to pass along email’, Journal of Advertising Research, 2004, 44, (4), pp. 333-348

227 Richins, M.L., ‘Negative word-of-mouth by dissatisfied consumers - a pilot-study’, Journal of Marketing, 1983, 47, (1), pp. 68-78

228 Richins, M.L., ‘Word of mouth communication as negative information’, Advances in consumer research, 1984, 11, (1), pp. 697-702

229 Richins, M.L., ‘Measuring emotions in the consumption experience’, Journal of consumer research, 1997, 24, (2), pp. 127-146

230 Ritzer, G., ‘The blackwell encyclopedia of sociology’, Blackwell Publishing Malden, MA, 2007

231 Rogers, E.M., ‘Diffusion of innovations (4th ed.)’, Free Press, 1955

232 Rogers, E.M., ‘Diffusion of innovations’, Free Press, 1962

233 Rogers, E.M., ‘Diffusion of innovations’, Free Press, 1983

234 Rong, J., Vu, H.Q., Law, R., Li, G., ‘A behavioral analysis of web sharers and browsers in hong kong using targeted association rule mining’, Tourism Management, 2012, 33, (4), pp. 731-740

235 Rosenthal, R., ‘Meta-analytic procedures for social research’, Sage, 1991

236 Rozin, P., Royzman, E.B., ‘Negativity bias, negativity dominance, and contagion’, Personality and social psychology review, 2001, 5, (4), pp. 296-320

237 Sánchez-García, I., Currás-Pérez, R., ‘Effects of dissatisfaction in tourist services: The role of anger and regret’, Tourism Management, 2011, 32, (6), pp. 1397-1406

238 Sampson, E.E., ‘The decentralization of identity: Toward a revised concept of personal and social order’, American Psychologist, 1985, 40, (11), pp. 1203

239 Sampson, E.E., ‘The debate on individualism: Indigenous psychologies of the individual and their role in personal and societal functioning’, American Psychologist, 1988, 43, (1), pp. 15

240 Sampson, E.E., ‘The challenge of social change for psychology: Globalization and psychology's theory of the person’, American Psychologist, 1989, 44, (6), pp. 914

241 Schiffman, L.G., Kanuk, L.L., Consumer behavior, 1991, pp. Prentice Hall, New Jersey

242 Schuckert, M., Liu, X.W., Law, R., ‘Hospitality and tourism online reviews: Recent trends and future directions’, Journal of Travel & Tourism Marketing, 2015, 32, (5), pp. 608-621

243 Schuckert, M., Liu, X.W., Law, R., ‘Insights into suspicious online ratings: Direct evidence from tripadvisor’, Asia Pacific Journal of Tourism Research, 2016, 21, (3), pp. 259-272

244 Schuckert, M., Liu, X.W., Law, R., ‘Stars, votes, and badges: How online badges affect hotel reviewers’, Journal of Travel & Tourism Marketing, 2016, 33, (4), pp. 440-452

245 Senecal, S., Nantel, J., ‘The influence of online product recommendations on consumers’ online choices’, Journal of retailing, 2004, 80, (2), pp. 159-169

246 Shih, C.C., Lin, T.M.Y., Luarn, P., ‘Fan-centric social media: The xiaomi phenomenon in china’, Business Horizons, 2014, 57, (3), pp. 349-358

247 Shin, D., Song, J.H., Biswas, A., ‘Electronic word-of-mouth (ewom) generation in new media platforms: The role of regulatory focus and collective dissonance’, Marketing Letters, 2014, 25, (2), pp. 153-165

248 Simmons, L.L., Conlon, S., Mukhopadhyay, S., Yang, J., ‘A computer aided content analysis of online reviews’, J. Comput. Inf. Syst., 2011, 52, (1), pp. 43-55

249 Singelis, T.M., ‘The measurement of independent and interdependent self-construals’, Personality and Social Psychology Bulletin, 1994, 20, (5), pp. 580-591

250 Singh, J., ‘Consumer complaint intentions and behavior: Definitional and taxonomical issues’, The journal of Marketing, 1988, pp. 93-107

251 Snyder, C.R., Fromkin, H.L., ‘Abnormality as a positive characteristic: The development and validation of a scale measuring need for uniqueness’, Journal of Abnormal Psychology, 1977, 86, (5), pp. 518

252 Soderlund, M., ‘Customer satisfaction and its consequences on customer behaviour revisited - the impact of different levels of satisfaction on word-of-mouth, feedback to the supplier and loyalty’, International Journal of Service Industry Management, 1998, 9, (2), pp. 169-+

253 Song, X., Chi, Y., Hino, K., Tseng, B., ‘Identifying opinion leaders in the blogosphere’, ACM, 2007

254 Su, Y.L., Lin, T.M.Y., Chang, S.T., ‘Exploring the impact factor of positive word-of-mouth influences satisfied customers’, Total Qual. Manag. Bus. Excell., 2015, 26, (3-4), pp. 430-444

255 Summers, J.O., ‘The identity of women's clothing fashion opinion leaders’, Journal of Marketing Research (JMR), 1970, 7, (2)

256 Sundaram, D.S., Mitra, K., Webster, C., ‘Word-of-mouth communications: A motivational analysis’, Advances in consumer research, 1998, 25, (1), pp. 527-531

257 Sweeney, J.C., Soutar, G.N., ‘Consumer perceived value: The development of a multiple item scale’, Journal of retailing, 2001, 77, (2), pp. 203-220

258 Thøgersen, J., Juhl, H.J., Poulsen, C.S., ‘Complaining: A function of attitude, personality, and situation’, Psychology & Marketing, 2009, 26, (8), pp. 760-777

259 Trusov, M., Bucklin, R.E., Pauwels, K., ‘Effects of word-of-mouth versus traditional marketing: Findings from an internet social networking site’, Journal of marketing, 2009, 73, (5), pp. 90-102

260 Tsai, C.-T., Su, C.-S., ‘Service failures and recovery strategies of chain restaurants in taiwan’, The Service Industries Journal, 2009, 29, (12), pp. 1779-1796

261 Tsao, W.C., Hsieh, M.T., Shih, L.W., Lin, T.M.Y., ‘Compliance with ewom: The influence of hotel reviews on booking intention from the perspective of consumer conformity’, International Journal of Hospitality Management, 2015, 46, pp. 99-111

262 Venkatraman, M.P., ‘Opinion leaders, adopters, and communicative adopters: A role analysis’, psychology & Marketing, 1989, 6, (1), pp. 51-68

263 Vessey, I., ‘Cognitive fit: A theory‐based analysis of the graphs versus tables literature’, Decision Sciences, 1991, 22, (2), pp. 219-240

264 Villanueva, J., Yoo, S., Hanssens, D.M., ‘The impact of marketing-induced versus word-of-mouth customer acquisition on customer equity growth’, Journal of Marketing Research, 2008, 45, (1), pp. 48-59

265 Wang, C.-C., Wang, Y.-T., ‘Persuasion effect of e-wom: The impact of involvement and ambiguity tolerance’, Journal of Global Academy of Marketing, 2010, 20, (4), pp. 281-293

266 Wang, W.R., Segev, S., Liu, Y., ‘Use of social networking sites for product communication: A comparative study of hispanics and non-hispanic whites’, Computers in Human Behavior, 2015, 49, pp. 86-93

267 Waterman, A.S., ‘Individualism and interdependence’, American Psychologist, 1981, 36, (7), pp. 762

268 Wei, W., Miao, L., Cai, L.A., Adler, H., ‘The influence of self-construal and co-consumption others on consumer complaining behavior’, International Journal of Hospitality Management, 2012, 31, (3), pp. 764-771

269 Weimann, G., ‘The influentials: Back to the concept of opinion leaders?’, Public Opinion Quarterly, 1991, 55, (2), pp. 267-279

270 West, P.M., Broniarczyk, S.M., ‘Integrating multiple opinions: The role of aspiration level on consumer response to critic consensus’, Journal of Consumer Research, 1998, 25, (1), pp. 38-51

271 Wetzer, I.M., Zeelenberg, M., Pieters, R., ‘"Never eat in that restaurant, i did!": Exploring why people engage in negative word-of-mouth communication’, Psychology & Marketing, 2007, 24, (8), pp. 661-680

272 Wetzer, I.M., Zeelenberg, M., Pieters, R., ‘“Never eat in that restaurant, i did!”: Exploring why people engage in negative word‐of‐mouth communication’, Psychology & Marketing, 2007, 24, (8), pp. 661-680

273 Wikipedia - Bibliometric

https://en.wikipedia.org/wiki/Bibliometrics, accessed 2017/9/20

274 Wilder, D.A., ‘Perception of groups, size of opposition, and social influence’, Journal of Experimental Social Psychology, 1977, 13, (3), pp. 253-268

275 Wirtz, J., Chew, P., ‘The effects of incentives, deal proneness, satisfaction and tie strength on word-of-mouth behaviour’, International Journal of Service Industry Management, 2002, 13, (2), pp. 141-162

276 Wirtz, J., Mattila, A.S., ‘Consumer responses to compensation, speed of recovery and apology after a service failure’, International Journal of Service Industry Management, 2004, 15, (2), pp. 150-166

277 Wu, L., Mattila, A.S., Wang, C.Y., Hanks, L., ‘The impact of power on service customers' willingness to post online reviews’, Journal of Service Research, 2016, 19, (2), pp. 224-238

278 Xia, L., Bechwati, N.N., ‘Word of mouse: The role of cognitive personalization in online consumer reviews’, Journal of interactive Advertising, 2008, 9, (1), pp. 3-13

279 Yang, J., Kim, W., ‘Seasonality in the non-u.S. Motion picture industry: A case of south korea’, Journal of Media Economics, 2014, 27, (1), pp. 38-55

280 Yang, J., Kim, W., Amblee, N., Jeong, J., ‘The heterogeneous effect of wom on product sales: Why the effect of wom valence is mixed?’, European Journal of Marketing, 2012, 46, (11-12), pp. 1523-1538

281 Yang, J., Mai, E., Ben-Ur, J., ‘Did you tell me the truth? The influence of online community on ewom’, International Journal of Market Research, 2012, 54, (3), pp. 369-389

282 Yang, J., Mai, E.P., ‘Experiential goods with network externalities effects: An empirical study of online rating system’, Journal of Business Research, 2010, 63, (9-10), pp. 1050-1057

283 Yang, J., Mai, E.S., ‘Experiential goods with network externalities effects: An empirical study of online rating system’, Journal of Business Research, 2010, 63, (9), pp. 1050-1057

284 Yang, J., Oviedo-Joekes, E., Christian, K.M., Li, K., Louie, M., Schechter, M., Spittal, P., ‘The cedar project: Methadone maintenance treatment among young aboriginal people who use opioids in two canadian cities’, Drug Alcohol Rev., 2011, 30, (6), pp. 645-651

285 Yang, J., Sarathy, R., Lee, J., ‘The effect of product review balance and volume on online shoppers' risk perception and purchase intention’, Decision Support Systems, 2016, 89, pp. 66-76

286 Yang, W., Mattila, A.S., ‘The role of tie strength on consumer dissatisfaction responses’, International Journal of Hospitality Management, 2012, 31, (2), pp. 399-404

287 Yang, Y., Wang, C.-C., Lai, M.-C., ‘Using bibliometric analysis to explore research trend of electronic word-of-mouth from 1999 to 2011’, International Journal of Innovation, Management and Technology, 2012, 3, (4), pp. 337

288 Ye, Q., Law, R., Gu, B., ‘The impact of online user reviews on hotel room sales’, International Journal of Hospitality Management, 2009, 28, (1), pp. 180-182

289 Ye, Q., Zhang, Z.Q., Law, R., ‘Sentiment classification of online reviews to travel destinations by supervised machine learning approaches’, Expert Systems with Applications, 2009, 36, (3), pp. 6527-6535

290 Ye, Q.A., Law, R., Gu, B., Chen, W., ‘The influence of user-generated content on traveler behavior: An empirical investigation on the effects of e-word-of-mouth to hotel online bookings’, Computers in Human Behavior, 2011, 27, (2), pp. 634-639

291 Yi, S., Baumgartner, H., ‘Coping with negative emotions in purchase-related situations’, Journal of Consumer Psychology, 2004, 14, (3), pp. 303-317

292 You, Y., Vadakkepatt, G.G., Joshi, A.M., ‘A meta-analysis of electronic word-of-mouth elasticity’, Journal of Marketing, 2015, 79, (2), pp. 19-39

293 Zeelenberg, M., Pieters, R., ‘On service delivery that might have been: Behavioral consequences of disappointment and regret’, Journal of Service Research, 1999, 2, (1), pp. 86-97

294 Zeelenberg, M., Pieters, R., ‘Beyond valence in customer dissatisfaction: A review and new findings on behavioral responses to regret and disappointment in failed services’, Journal of Business Research, 2004, 57, (4), pp. 445-455

295 Zeelenberg, M., van Dijk, W.W., Van der Pligt, J., Manstead, A.S., Van Empelen, P., Reinderman, D., ‘Emotional reactions to the outcomes of decisions: The role of counterfactual thought in the experience of regret and disappointment’, Organizational behavior and human decision processes, 1998, 75, (2), pp. 117-141

296 Zhang, J.R., Liu, Y., Chen, Y.B., ‘Social learning in networks of friends versus strangers’, Marketing Science, 2015, 34, (4), pp. 573-589

297 Zhang, K.Z.K., Zhao, S.J., Cheung, C.M.K., Lee, M.K.O., ‘Examining the influence of online reviews on consumers' decision-making: A heuristic-systematic model’, Decision Support Systems, 2014, 67, pp. 78-89

298 Zhang, L., Wu, L.R., Mattila, A.S., ‘Online reviews: The role of information load and peripheral factors’, Journal of Travel Research, 2016, 55, (3), pp. 299-310

299 Zhang, M., Shen, X.L., Zhu, M.X., Yang, J., ‘Which platform should i choose? Factors influencing consumers' channel transfer intention from web-based to mobile library service’, Libr. Hi Tech, 2016, 34, (1), pp. 2-20

300 Zhang, Z.Q., Ye, Q., Law, R., ‘Determinants of hotel room price an exploration of travelers' hierarchy of accommodation needs’, International Journal of Contemporary Hospitality Management, 2011, 23, (6-7), pp. 972-981

301 Zhang, Z.Q., Zhang, Z.L., Law, R., ‘Positive and negative word of mouth about restaurants: Exploring the asymmetric impact of the performance of attributes’, Asia Pacific Journal of Tourism Research, 2014, 19, (2), pp. 162-180

302 Zhao, N., Liu, Y., ‘Product approximate reasoning of online reviews applying to consumer affective and psychological motives research’, Appl. Math. Inf. Sci., 2011, 5, (2), pp. 45-51

303 Zheng, X.B., Cheung, C.M.K., Lee, M.K.O., Liang, L., ‘Building brand loyalty through user engagement in online brand communities in social networking sites’, Inf. Technol. People, 2015, 28, (1), pp. 90-106

304 Zhu, F., Zhang, X., ‘Impact of online consumer reviews on sales: The moderating role of product and consumer characteristics’, Journal of marketing, 2010, 74, (2), pp. 133-148

305 方世榮, 張苑惠, ‘網路口碑形成之影響因素：以網路涉入程度與虛擬社群管理為干擾因素’, 電子商務學報, 2006, 8, (4), pp. 499-531

306 方正璽, ‘詢問情境下口碑互動傳遞之研究’, 科技部專案研究計畫, 2008

307 方正璽, ‘網路負面口碑管理之探索性分析’, 科技部專案研究計畫, 2009

308 方正璽, ‘探索網路身份識別對口碑溝通之影響’, 科技部專案研究計畫, 2013

309 方郁惠, ‘由情感及好奇觀點探索社交網站上網路口碑之採用’, 科技部專案研究計畫, 2014

310 丘宏昌, ‘網路口碑之研究’, 科技部專案研究計畫, 2007

311 白凢芸, ‘網路購物中服務補救、信任修復與顧客購後行為關係之研究’, 行銷評論, 2013, 10, (2), pp. 145-164

312 任立中, ‘口碑結構對口碑效果及電影票房影響之研究’, 科技部專案研究計畫, 2011

313 池文海, ‘影響社群成員網路口碑評論採用的決定性因素：個人、群體及社會影響觀點’, 科技部專案研究計畫, 2014

314 吳姮憓, ‘消費者涉入對網路鼠碑與實體口碑傳播的影響’, 科技部專案研究計畫, 2007

315 吳姮憓, ‘為什麼人們會相信電子口碑？’, 科技部專案研究計畫, 2010

316 吳姮憓, ‘網路口碑對誰比較有效？新顧客或舊顧客？’, 科技部專案研究計畫, 2011

317 吳姮憓, ‘那種網路口碑內容比較有效？’, 科技部專案研究計畫, 2012

318 呂文琴, 蔡瑤昇, 曾俊凱, 林聖傑, ‘您為什麼再傳播？視覺提示對再傳播意願之干擾’, 電子商務學報, 2013, 15, (1), pp. 89-110

319 李紹彰, ‘Exploring the relationships among service quality, customer loyalty and word-of-mouth for private higher education in taiwan’, Asia Pacific Management Review, 2013, 18, (4), pp. 375-389+II

320 李雅靖, ‘口碑信任與消費者決策之研究’, 科技部專案研究計畫, 2011

321 汪志堅, ‘消費者行為’, 全華圖書, 2015

322 汪志堅, 吳宜環, ‘情緒發洩、報復與利他：服務失誤後之線上負面口碑’, 臺大管理論叢, 2013, 24, (1), pp. 173-205

323 尚榮安, ‘電腦中介傳播對消費者口碑行為的影響’, 科技部專案研究計畫, 2006

324 尚榮安, 陳禹辰, 周季穎, ‘電腦中介傳播對消費者口碑行為的影響’, 電子商務學報, 2007, 9, (1), pp. 27-48

325 林彣珊, 唐嘉鴻, ‘網路口碑說服效果之研究’, 行銷評論, 2010, 7, (2), pp. 187-208

326 林孟彥, ‘口碑文獻回顧：由過去至2005年’, 科技部專案研究計畫, 2007

327 林孟彥, ‘病毒行家：網路的口碑傳播者’, 科技部專案研究計畫, 2009

328 林孟彥, ‘醫療口碑的傳播：傳送者的觀點’, 科技部專案研究計畫, 2012

329 林孟彥, ‘正面口碑失效之因素探討’, 科技部專案研究計畫, 2015

330 林芬慧, ‘網路口碑來源與訊息類型對消費者之訊息處理與購買動機之影響’, 科技部專案研究計畫, 2014

331 邱于平, 楊美雪, ‘部落格口碑訊息訴求對購買決策之影響’, 電子商務學報, 2011, 13, (4), pp. 919-937

332 金必煌, 鄭子慧, 施宏彬, ‘正負面網路口碑對目的性與衝動性購買意願之行為研究’, Electronic Commerce Studies, 2013, 11, (1), pp. 1-28

333 施宏彬, ‘探討限制式和積極式關係機制如何影響消費者共創網路口碑的價值效用’, 科技部專案研究計畫, 2014

334 施宏彬, ‘探討消費者如何利用中央和周邊路徑推敲網路口碑之幫助性?’, 科技部專案研究計畫, 2015

335 洪智力, ‘考慮語意情感程度的個人化口碑推薦系統研究’, 科技部專案研究計畫, 2011

336 洪智力, ‘使用sentiwordnet中立情感字彙改良口碑文章情感分類研究’, 科技部專案研究計畫, 2012

337 范有寧, 黃心惟, 陳靜枝, ‘以數位口碑為基礎之流行性商品銷售預測模式’, 資訊管理學報, 2012, 19, (1), pp. 27-50

338 范錚強, ‘購物網站推薦者的口碑和信任對線上購物意圖的影響’, 科技部專案研究計畫, 2010

339 唐日新, ‘部落客的社會網路 -- 工具開發與口碑效果’, 科技部專案研究計畫, 2009

340 徐淑如, 董和昇, 柳雅婷, ‘網路論壇口碑強度、雙面訊息與口碑順序對說服效果之影響－產品涉入之干擾效應’, 電子商務學報, 2011, 13, (1), pp. 135-167

341 徐雅惠, ‘Mv產品置入型態、廣告效果與口碑效果之研究─以涉入為調節變項’, 科技部專案研究計畫, 2009

342 耿慶瑞, ‘從人際互動分析正面與負面電子口碑組合對廣告效果的影響’, 科技部專案研究計畫, 2008

343 張展嘉, 丘宏昌, 耿念豫, 周思妤, ‘A study on the knowledge sharing behavior on blogs and forums’, 電子商務學報, 2008, 10, (4), pp. 885-908

344 梁丹青, ‘電影部落格口碑傳播訊息信任研究’, 科技部專案研究計畫, 2010

345 連經宇, ‘台灣美食文化消費體驗對口碑傳播的影響’, 科技部專案研究計畫, 2010

346 陳文國, ‘探討網路口碑於社交媒體上對消費者採購決策之影響’, 科技部專案研究計畫, 2013

347 陳光華, 陳雅琦, ‘學術期刊引用文獻資料庫之現況與建置’, 大學圖書館學報, 2001, 5, (1), pp. 33-48

348 陳宜棻, ‘從展望理論探討網路口碑對消費者購買決策之影響’, 科技部專案研究計畫, 2008

349 陳宜棻, ‘從展望理論觀點探討網路口碑對消費者購買意願之影響’, 電子商務學報, 2010, 12, (3), pp. 527-546

350 陳怡廷, ‘海外口碑與內容分析方法之研究：文字探勘、資料庫化與實證分析’, 科技部專案研究計畫, 2014

351 陳怡廷, 陳麗如, 吳姿瑩, ‘從部落格探索客家旅遊目的地意象之研究—自然語言處理的方法與應用’, 戶外遊憩研究, 2016, 29, (2), pp. 81-111

352 陳怡廷, 欒錦榮, ‘自然語言處理在口碑研究的應用’, 中華傳播學刊, 2012, (22), pp. 259-289

353 陳建文, 陳文國, 徐永穎, ‘網路口碑採用模式之研究’, 行銷評論, 2011, 8, (2), pp. 175-198

354 陳美如, 蔡精育, 宋鎧, 范錚強, ‘線上口碑對消費者購買意圖之影響－網路論壇的實驗研究’, 中山管理評論, 2012, 20, (2), pp. 441-475

355 陳美燕, ‘網球職業運動企業社會責任、口碑行銷和消費者行為之研究’, 科技部專案研究計畫, 2012

356 陳美燕, ‘以顧客投入理論觀點探討高爾夫消費者口碑影響之研究’, 科技部專案研究計畫, 2014

357 陳欽雨, 王國光, 張書豪, ‘平台品質、網站知名度與網路口碑對品牌評價之影響－以網路團購為例’, Electronic Commerce Studies, 2013, 11, (1), pp. 53-78

358 陳欽雨, 張書豪, 張卿儀, ‘網路口碑、社群認同與知覺利益對網購意願之影響：以台灣區facebook粉絲專頁為例’, Electronic Commerce Studies, 2013, 11, (4), pp. 403-429

359 陳欽雨, 張書豪, 蕭雅玲, ‘網路團購加值服務對顧客滿意度及網路口碑之影響－以消費者知覺公平為調節變項’, Electronic Commerce Studies, 2014, 12, (2), pp. 169-200

360 陳瑞龍, ‘民宿服務品質、顧客價值、顧客滿意、口碑傳播與顧客忠誠之關聯性研究’, 科技部專案研究計畫, 2012

361 陳瑞龍, ‘服務品質, 顧客價值, 顧客滿意, 口碑傳播與顧客忠誠之關聯性研究-以民宿產業為例’, 品質學報, 2015, 22, (3), pp. 161-182

362 黃旭立, ‘不實網路口碑對消費者信念與態度的影響：縱貫性研究’, 科技部專案研究計畫, 2016

363 黃俊堯, 柳秉佑, ‘消費者線上口碑與評論研究: 國內外相關文獻回顧與討論’, 臺大管理論叢, 2016, 26, (3), pp. 215-256

364 黃照貴, ‘電子口碑採納與網站經驗對於消費者購買意圖以及經驗口碑分享意圖之研究’, 科技部專案研究計畫, 2013

365 黃運圭, ‘企業推行口碑行銷之探索性研究 - 以筆記型電腦為例’, 科技部專案研究計畫, 2007

366 黃運圭, ‘線上口碑的傳播動機及其影響 - 以網路書評為例’, 科技部專案研究計畫, 2009

367 黃運圭, ‘商業和非商業口碑的判斷準則-以網路書評為例’, 科技部專案研究計畫, 2010

368 黃營杉, 汪志堅, ‘研究方法’, 台北: 華泰, 2002

369 楊孝康, 張力元, ‘Using trust and willingness to influence the spread of electronic word-of-mouth’, 交大管理學報, 2012, 32, (2), pp. 105-134

370 楊燕枝, 周峰莎, ‘旅館民宿業的負面網路口碑與服務失誤分析’, 電子商務研究, 2014, 12, (4), pp. 401-418

371 楊燕枝, 陳巧捷, ‘服務失誤、服務補救與顧客公開抱怨：植基於內容分析之實證研究’, 行銷評論, 2013, 10, (4), pp. 425-440

372 廖淑伶, ‘網路消費者口碑方向與傳染效果之研究: 框架理論、敘事理論與消費經驗理論之三重觀點’, 科技部專案研究計畫, 2012

373 劉宗哲, ‘正面網路口碑對消費者購買意願之影響’, 科技部專案研究計畫, 2011

374 蔡瑤昇, 呂文琴, 洪榮照, ‘網路意見領袖量表之建構’, 電子商務學報, 2011, 13, (4), pp. 759-779

375 蔡瑤昇, 呂文琴, 簡林甫, ‘傳播動機、媒介特質和媒介使用習慣對網路口碑傳播媒介選擇之影響’, Electronic Commerce Studies, 2009, 7, (3), pp. 333-354

376 鄭妃君, ‘大學生知覺學校服務品質與口碑傳遞活動間關係之研究－多層次觀點’, 科技部專案研究計畫, 2011

377 薛夙珍, ‘具口碑傳播效應與安全性的行動條碼優惠券交易之研究’, 科技部專案研究計畫, 2011

378 謝昆霖, ‘結合消費價值口碑知識模型及專家評估機制建構具動態特性之異業協同價值共創產品服務推薦機制：以東部樂活產業之應用為例’, 科技部專案研究計畫, 2011

379 關復勇, 楊亞琦, 鄭尹惠, ‘知覺品質與網路口碑溝通間關係之研究－以顧客承諾為中介角色之分析’, 行銷評論, 2005, 2, (2), pp. 149-169

380 蘇子炘, ‘體驗行銷對醫療口碑之影響—以中醫診所為例’, 科技部專案研究計畫, 2007