Consumers tell friends and family what they think of a product that they purchased in the past.

消費者會告知朋友和家人過去所買產品的想法

But there is something called internet these days and consumers are constantly connected and can share

但因今日有網路的存在，消費者可以隨時上網並且能分享

whatever they think, whenever they want. Regardless of time zones.

他們所想，無論何時，且幾無時區的差異

All ratings/opinions/posts about

所有有關產品的評比、意見和貼文

a product are electronic word-of-mouth messages. It’s becoming more and more important in

都可稱為電子口碑訊息。對任何稍具規模的企業，

the online market strategy of any decent company. But exactly how big is the impact of this

在制定網路行銷策略時，口碑越來越重要。但電子口碑

electronic word-of-mouth on the sales of your product? And what factors determine the size

究竟會對你的產品銷售額帶來多大衝擊？其中又有哪些重要因素

of this impact that electronic word-of-mouth messages have on your sales?

能夠決定加諸在銷售上的力道?

Researchers looked at the impact of 2 factors from eWOM messages. The first one volume.

研究人員檢視來自電子口碑的兩大因素，第一是聲量大小

This means how many ratings and opinions are online about a product. The second one is

意即網路上特定產品有多少評比和意見，其次是口碑價效

valence. That means whether the ratings have a positive or negative tone, usually measured on a

也就是這些評比所帶是正面或負面的調性，舉例來說，測得範圍從

scale for example from 1 to 5 stars. So let's take a look at the first factor, volume. On average of the volume of eWOM messages

1到 5顆星。讓我們來看一下第一個因素，聲量。電子口碑訊息的聲量平均

increases by 1% and the product gets more awareness , sales will go up by 0.236%. Let’s

上升1%，產品知名度跟著提高，銷售額跟著上升0.236%。

get that clear. A computer now has 1000 ratings and opinions online and the company sells

進一步來看，一款電腦現有1000則網路評比和意見，業者平均約可賣出

on average 10.000 computers. When the volume of electronic word-of-mouth messages increase

一萬台。而當電子口碑的聲量上升

with 1% (+10),you will almost sell 24 computers more!!

1% (+10)時，你可以多賣出24台

This is a good result, because when you increase

效果不錯吧！因為對照你的

traditional advertising trough ads with 1%, the sales go up with 0.22% on the long term.

傳統廣告增加1%時，長期而言，銷售量僅上升0.22%

Keeping this in mind, the impact from the valence of online opinions and ratings is

請記得，網路意見和評論的價效

even more impressive. When the valence of the electronic word-of-mouth messages increases

衝擊力道就更驚人了，一旦口碑訊息的價效增加

by 1%, on average sales go up with 0.417% . Let's retake the previous example. This means that if 10 of 1000 reviews online

1%，平均銷售量上升0.417%，再拿前面的例子來看，如果1000則評論中，有10則

go from a negative tone to a positive tone, your will sell on average 42 computers more!

由負評轉成正評，你平均可以多賣出42台

That's huge!

不容小覷喔!

Obviously… This means that the power of persuasion is

很明顯地...這也意味著口碑說服的力量

far more important than the power of information and awareness. So people care more about

遠比資訊和知名度來得重要。因此人們總是很在意

what others have to say. Rather than how many people have things to say.

別人在說什麼內容，而非只注意他們在說哪幾樣

Volume and valence of eWOM messages have more impact on sales

電子口碑的聲量和價效對銷售量影響重大

on specialized review websites rather than on the product page of a retailer

特別是在評論網上。相形之下，零售商的網頁反而沒那麼重要

So use this knowledge to increase your sales and get as much as possible

因此，使用這些知識來提高銷售額，並儘量爭取

positive electronic word-of-mouth messages out there.

市場上的正面電子口碑

And your sales will increase way more than most people think.

你的業績會遠超乎人們想像，一飛沖天喔！