| 摘要: | 隨著網路時代來臨，網路商品的擴散速度也越來越快，人們早已習慣網路購物，也因此，越來越多的企業於網路販售商品。本研究是為了探討影響產品銷售快速擴散的因素，成為企業研究的重點。因此，本研究的動機是以產品特質與口碑特質這二項觀點，來探討是否為影響產品銷售快速擴散的因素。然而，儘管過去已有許多研究對此議題進行探討，但普遍忽略文化之干擾效果。所以為了瞭解文化之干擾效果，本研究第二項動機為以國家文化為干擾變數，探討口碑特質與產品擴散的關係是否會受到國家文化的干擾。
因此，本研究目的為：檢驗產品特質和消費者口碑特質對新產品銷售擴散之影響效果，以及探討國家文化對產品特質和產品銷售間關係，和口碑特質和產品銷售間關係之干擾效果。
本研究蒐集數據來自B2C電子商務網站「Amazon.com網站」，智慧型手機與筆記型電腦的生命週期銷售數據，以及伴隨的網路口碑資料進行實證研究，產品類型屬於搜尋品，共有51個品牌，和65282筆口碑資料。蒐集資料屬於時間序列資料，以週為整理單位，包含：產品銷售排序、產品的型號、消費者口碑評分。統計方法採迴歸分析方法進行分析。
With the advent of the Internet era, the proliferation of online goods has become faster and faster. People have long been accustomed to online shopping. As a result, more and more companies are selling goods online. The purpose of this study is to ex-plore the factors that affect the rapid proliferation of product sales and become the fo-cus of corporate research. Therefore, the motivation of this study is to explore whether it is a factor that affects the rapid spread of product sales based on the two perspectives of product characteristics and word-of-mouth characteristics. However, although there have been many studies on this topic in the past, the interference effect of culture is generally ignored. Therefore, in order to understand the interference effect of culture, the second motivation of this study is to use national culture as an interference variable, to explore whether the relationship between word-of-mouth characteristics and product diffusion will be interfered by national culture.
Therefore, the purpose of this study is to examine the effect of product character-istics and consumer word-of-mouth characteristics on the diffusion of new product sales, as well as to explore the effects of national culture on the relationship between product characteristics and product sales, and the relationship between word-of-mouth characteristics and product sales.
The data collected in this study are from B2C e-commerce website Amazon.com Website ", life cycle sales data of smart phones and notebook computers, as well as the accompanying Internet users' word-of-mouth data for empirical research, the product type belongs to search products, with a total of 51 brands and 65282 word-of-mouth data. The collected data belong to time series data, and are sorted by week, including product sales order, product model, and consumer word-of-mouth rating. The statistical method is regression analysis. |
