Study on Analysis of Online Word-of-Mouth on Blogs and Forums in Taiwan Insurance Industry
نویسنده
چکیده
This study aims to probe into the analysis of online word-of-mouth in the insurance industry of Taiwan. By treating the top four insurance companies as key words, the researcher extracts users’ learning from blogs and online forums between January 1, 2010 and July 5, 2011. After eliminating improper samples, there are 914 valid articles. The research findings demonstrate that, the characteristics of online word-of-mouth in the insurance industry can be divided into a highly competitive brand zone and an independent brand zone. Cathay Life Insurance and Shin Kong Life Insurance are in the highly competitive zone, and their attributes are similar; while Nan Shan Life Insurance and Fubon Life Insurance are in the independent brand zone, which is less competitive.
منابع مشابه
The effect of systems interaction possibility of electronic word of mouth advertising and E_ quality on E_ loyalty with the moderating role of decision support satisfaction
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