西方网络口碑传播效应研究进展Review of Online Word-of-Mouth Communication
张莹;孙明贵;
摘要(Abstract)：
互联网背景下的口碑传播呈现出波及范围大、传播速度快、匿名性、非面对面接触等新的特点,由消费者发动的网络口碑极具影响力。现有网络口碑传播效应的相关文献主要存在消费者和企业两个研究视角,探讨网络口碑对消费者购买决策和企业产品销售等的影响。在此基础上对该主题的系统梳理和分析有助于今后的进一步研究。
关键词(KeyWords)： 网络口碑;网络口碑传播效应;消费者视角;企业视角
基金项目(Foundation):
作者(Authors): 张莹;孙明贵;
DOI: 10.19337/j.cnki.34-1093/f.2008.05.016
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