口碑、网络口碑与鼠碑辨析

在深入洞察互联网沟通特征的基础上,对传统口碑与网络口碑的一些代表性概念进行解构分析,分别提炼出口碑与网络口碑的要素特征,并进行了比对。结果发现,基于互联网的沟通并非都是新形式的口碑,有的可以称之为"网络口碑",有的则需要用新的词语如"鼠碑"而名之。网络口碑与鼠碑是基于互联网沟通多种方式所构成的连续统一体的2个极端,两者之间还包含丰富多样的基于互联网的沟通新方式。

Contrast Analysis of Word-of-Mouth,Internet Word-of-Mouth and Word-of-Mouse

By looking into the characteristics of internet communication,we analyze some representative definitions of traditional word-of-mouth and internet word-of-mouth and compared the differences between them.We found that not all internet communications are new types of word-of-mouth;some could be called internet word-of-mouth with some similar characteristics with traditional word-of-mouth,while others should be known as word-of-mouse,which has much more new characteristics compared with the traditional one.Furthermore,we indicate that internet word-of-mouth and word-of-mouse are two endpoints of the continuum of diverse communications on the internet and there would be many other formats of internet communications in between.