A Study on the Cultural Feature of Word-Of-Mouth Activities at E-Commerce Sites in Japan and China based on the Content Analysis Tetsuya Uchiki Xiaoli

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1 A Study on the Cultural Feature of Word-Of-Mouth Activities at E-Commerce Sites in Japan and China based on the Content Analysis Tetsuya Uchiki Xiaoli Zhu

3 L. Sproull S. Kiesler BBS 22 L. Sproull 23

4 RAM (Radical Access Member) ROM (Read Only Member) ROM Amazon.com ebay.com 26 ROM Web 27 ROM 28 Web (CGM: Consumer Generated Media) CGM

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15 66 67 G. Hofstede G. Hofstede cosme 72

16 @cosme CR-Z SNS ID CR-Z ID CR-Z 6 [ 2007]

17 7 20 [,, 2007] [, 2009, pp ] 8 [ 2009, p.144] [,, 2009, pp ] 11 [ 2009] 12 [ [, 2006, ] pp.57-93] 13 [Katz and Lazarsfeld 1955] [Arndt 1967] , p.i. 15 [ibid. p.114] 16 J. Arndt (word of mouth communication) [ 1994, p.30] (Oral) [ibid. p.177] 18 [Rosen 2000] [Sernovitz 2006] 19 Sproull and Kiesler 1991a. 20 Sproull and Kiesler 1991b. [ 2001] L. Sproull 21 [ 1997] fj news group 23 L. Sproull , pp ibid, pp ,,,, [, 2008] [ 1994] 29, 2008, pp b, p [ 2005] a, 2009b, 2010, , 2009, p.5. 34

18 35 ibid, pp E. Katz [Katz and Lazarsfeld 1955] 37 [ibid, p.172] , p [ibid, p.15] 40 ibid, p (behavior) (activity) [, 2009, pp ] [ 2005] [ 2005, p.84] (kakaku.com Inc.) [ accessed 30 Sep. 2012] 45 citylist [ accessed 30 Sep. 2012] dianping.com/help/faq/ [ , [, 2009, pp ] 52 ibid, p

19 54 [Flick 1995] 55 accessed 30 Sep accessed 30 Sep Cost Performance accessed 30 Sep accessed 30 Sep E. Goffman [Goffman 1959] 64 [ 2005, pp.65-68] Hoffstede , 2009, p, [Noelle- Neumann 1982] [ 2012] Arndt, Johan (1967) Role of Product Related Conversations in the Diffusion of a New Product, Journal of Marketing Research, 4, pp Flick, Uwe (1995) Qualitative Forschung, Rowohlt Taschenbuch Verlag GmbH (,,, (2002) ). Goffman, Erving (1959) The Presentaion of Self in Everyday Life, Doubleday & Company, Inc. ( (1974) ) Vol.2, No.1,, pp , Hofstede, Geert (1991) Cultures and Organizations - Software of the mind -, McGraw-Hill International (UK) Ltd. (, (1995) ) Katz, Elihu and Paul F. Lazarsfeld 1955 Personal Influence: The part played by people in the flow of mass communications, Free Press, New York, NY ( (1965) ) a Life Design Report 2009, 3-4,, pp b Life Design Report Autumn ,, pp Life Design Report Spring ,, pp

20 2011 Life Design Report Winter ,, pp NTT, 2008 NTT. (2007) 19. Noelle-Neumann, Elisabeth 1982 Die Schweigespirale - öffentliche Meinung-unsere soziale Haut -, Varlag Ullstein GmbH, Frankfult (, (1997) ).,,,, 2003(ROM) 88, Vol.22, No.4,, pp ,, 2007 Vol.2, No.2,, pp Rosen, Emanuel 2000 The Anatomy of Buzz - How to Create Word-of-Mouth Marketing -, Doubleday, 2002., / / Vol.3, No.1,, pp Sernovitz, Andy (2006) Word of Mouth Marketing, Kaplan Publishing, New York, NY. Sproull, Lee and Sara Kiesler (1991a) Connections - New Ways of Working in the Networked Organization -, Cambridge, Mass., The MIT Press 1993 Sproull, Lee and Sara Kiesler (1991b) Computers, Networks and Wokrs, Scientific American, Vol.255 No Vol.21, No.11,, pp , AI ,, pp (2009), Vol.45, No.2, pp

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