口碑传播研究综述及其在网络环境下的研究初探

随着平民传播时代的到来，口碑传播研究再次兴起，尤其是电子口碑传播的研究，引起了实践界和理论界极大的关注。为此，从口碑传播的内涵、理论、主体、客体、效果、过程和研究方法等几个方面，通过对国内外有关经典口碑传播和电子口碑传播的研究进行系统性的梳理和评述，并在此基础上提出一个综合性理论框架解释电子口碑传播行为模式。

A Review on Word-of-Mouth and Its Development under Online Environment

With the advent of the civilian spreading era, research in diffusion of word-of-mouth reemerged. In particular, diffusion of electronic word-of-mouth under the Internet environment caused a big concern of practitioners as well as scholars. We summarize and comment on the classical research of diffusion of word-of-mouth and electronic word-of-mouth literature at home and abroad from the perspectives of intensions, theories, subjects, objects, effects, processes and research methods. Based on this, we establish a comprehensive theoretical framework to explain diffusion patterns of electronic word-of-mouth.