机构地区: 中国人民大学心理学系
出 处: 《外国经济与管理》 2013年第10期62-71,80,共11页
摘 要: 电子口碑是指消费者在互联网上发布的关于企业、产品或服务的正面或负面评价。本文首先阐述了电子口碑在消费者层面与企业层面的影响力,其次从人际层面、虚拟社区(小群体)层面以及在线社会网络(大群体)层面探讨了电子口碑影响力的产生机理,再次分析了如何在电子口碑营销实践中促进正面影响以及规避负面影响,最后对未来可能的研究方向进行了展望。 Electronic word-of-mouth (eWOM) refers to any positive or negative evaluations of firms,products or services issued by customers on the Internet. This paper first states the influence of electronic word-of-mouth at the customer and firm levels, and then discusses the occurrence mechanism of the influence of electronic word-of-mouth at the interpersonal, virtual community (small group) and online social network (large group) levels. It analyzes how to improve the positive influence and avoid positive influence in electronic word-of-mouth marketing practice. Finally,it points out the possible directions in future research.