Online Word-of-Mouth Message Headline：Influence on Click-through Behavior

• Main Authors: Chun-Ting Fan, 范君亭
• Other Authors: Yau-Sheng Tsai
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/rxghq7

碩士 === 國立臺北科技大學 === 經營管理系碩士班 === 100 === Most studies hardly focus on the influence of online word-of-mouth (abbreviation: WOM) message headline on click-through behavior. In this study, sample collection is from the credible gourmet comment website- iPeen. In order to find what browsers care, writer interviews a total of 15 respondents who have experience of browsing gourmet comment. About data analysis, headline would be separated into two parts: subject (name of product or service), subject’s related facts (description of product or service). Based on the result of analysis, writer develops online WOM headline types. After that, writer tests click-through behavior of different product attributes in each online WOM headline type by quantitative research methods. The outcome shows 50.66% focus on the subject of headline, 46.67% focus on the subject’s related facts of headline, and 2.67% focus on the distinctive way of headline writing. Besides that, this study finds even though there is divergence among individuals, no one can completely escape from the influence of headline statement. By repeatedly conceptualization, this study develops five online WOM message headline types: benefit, index, emotion, valence, and complex. The result of quantitative research indicates there is significant difference between different headline types in click-through performance. However, there is no significant difference between different product attributes in click-through performance. It presents the result can be generalized to a variety of product attributes. Finally, this study deserves the influence ranking of headline types: benefit, complex, valence, emotion and index. The performance of click-through rate is 79%, 76%, 50%, 48% and 17% respectively.