| 网络口碑传播机制研究述评 |
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| 引用本文： | 张晓飞,董大海.网络口碑传播机制研究述评[J].管理评论,2011(2). |
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| 作者姓名： | 张晓飞 董大海 |
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| 作者单位： | 东北大学秦皇岛分校;大连理工大学管理学院; |
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| 基金项目： | 国家自然科学基金重点项目(70532006); 中国博士后基金面上项目(20100481224) |
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| 摘 要： | 本研究首先归纳了网络的作用与网络口碑定义及特征。在此基础上,从网络口碑动机和传播方式两方面对网络口碑传播机制文献作了分析总结,研究结论认为:网络口碑传播者动机一般包括正面动机、负面动机与中性动机三类;网络口碑接收者动机一般是出于获取购买信息、降低购买成本、避免购买风险和追求时髦;网络口碑的传播方式可分为拉动式与推动式,但其适用网络情境不一。
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| 关 键 词： | 网络口碑 动机 传播方式 |
A Review of Internet Word of Mouth Diffusion Mechanism |
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| Zhang Xiaofei , Dong Dahai.A Review of Internet Word of Mouth Diffusion Mechanism[J].Management Review,2011(2). |
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| Authors: | Zhang Xiaofei Dong Dahai |
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| Institution: | Zhang Xiaofei1 and Dong Dahai2(1.Northeastern University at Qinhuangdao,Qinhuangdao 066004,2.Dalian University of Technology,Dalian 116023) |
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| Abstract: | In this paper,the authors sum up the characters of Internet word of mouth on the base of literature and phenomenon depiction.Furthermore,according to the diffusion theory and literature analysis,we divide the word-of-mouth senders' motivations into three types: positive,negative and neutral.The word-of-mouth receivers' motivations are usually based on the purpose of acquiring information,saving cost,avoiding risk and seeking fashion.Internet word of mouth diffuses in two ways: pull and push,which are applic... |
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| Keywords: | Internet word of mouth motivation diffusion style |
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