作　　者： ; ;

机构地区： 中山大学

出　　处： 《现代广告》 2011年第11期4-17,共14页

摘　　要： 本文从消费者决策信息接收过程与分享过程两个方面出发分析了社会化媒体对消费者行为的差异性影响，认为：①信息源头从“以商业来源为中心”向“人人都是发布者”转变；消费者收集信息过程从以往“被动性接收信息”转变为“主动参与信息制作”；②信息的特性从“绝对权威性”变得更具“真实性”与“可验证性”；③信息解码过程从以往“独立理解”变为目前的“协作理解”；④信息分享过程从“速度慢、范围小”变为“速度快、范围大”，从而更具“即时性、扩散性”。在此基础上，本文进一步初步归纳了社会化媒体营销与传统营销之间在传播模式、传播中心及信息媒介选择上的差异。 The influences on consumer behavior affected by social media are studied from consumer information receiving process and information sharing process. The main conclusions are： ① Information source is changing from ＂commercial sources for center＂ to ＂everyone is a publisher＂; The process of collecting information is changing from ＂passively receiving information＂ to ＂actively researching information＂; ②Features of information are changing from the＂ absolute authority ＂to ＂ authenticity ＂and ＂being confirmatory＂ ; ③information decoding process is changing from the previous ＂independent understanding＂ to the current ＂cooperative understanding＂ ; ④ information-sharing process is changing from the＂ slow, small-scale＂ to ＂fast, large-scale＂ and ＂instantaneity, diffusivity＂. Based on the different impacts in consumer behavior affected by social media, this study sums up the difference between social media marketing and traditional marketing. The main conclusions are： ① mode of transmission is changing from ＂one way transmission＂ emphasizing widespread dissemination to ＂two way communication＂ emphasizing small range penetration. Sharing is the biggest difference between social media marketing and traditional marketing; ②communication center is changing from the previous ＂enterprise-centric＂ to ＂decentralized＂ or ＂ micro-center＂; ③social media is not only used as a medium of information transmission, can also be used as a medium to understand consumer demand; ④information designing process is changing from ＂enterprise independent design＂ to ＂corporation design by consumers and enterprises＂.

关 键 词： 社会化媒体 消费者决策 口碑传播

领　　域： [经济管理]