基于Web2.0背景的网络口碑营销

口碑营销是一种情感营销,由于网络打破了企业与消费者,消费者与消费者之间的间隔,使口碑营销又有了新的发展。与传统的口碑营销相比,基于Web2.0背景的口碑营销具有可信度高、趣味性、营销成本低等特点,企业在网络社区中开展口碑营销时,可以借助社群中参考团体、意见领袖和中间方的力量,使口碑营销活动顺利进行。     

网络口碑营销界定与策略运用思考

当今社会,越来越多的消费者和经营者关注起了网络口碑,通过网络口碑,营销者的口碑营销也得到了发展,与传统口碑相比,网络口碑有着独特的特点,同时也能让企业的口碑营销从中找到新机会。本文首先介绍了网络口碑营销的内涵以及传播方式,之后论证了网络口碑传播独有的特点,以加强网络口碑可信度为起点,探讨了运用网络口碑的营销策略。     

服装商品网络口碑可信度实证研究

随着网络营销的发展,服装商品网络口碑营销也成为了研究和实践的要点,越来越受到重视。当今社会消费者的购物习惯随着网络的发展不断的改变,更加的依靠网络进行购物,而网络营销与传统营销也存在着很大的差异,因此研究服装商品网络口碑可信度的因素及其影响程度对服装企业更好的进行网络营销与发展有着重要的意义。文章通过问卷调查的方法,构建模型,提出假设,最终经过数据分析证实:服装商品网络口碑的传播源、服装商品网络口碑的信息内容和服装商品网络口碑的接收者自身因素分别正向显著影响网络口碑可信度。     

体验经济时代口碑营销的实现路径与策略选择

口碑营销是针对具体的市场营销环境而采取的营销创新策略,具有较高的可信度、说服力以及较低的成本。口碑营销包括鼓动目标消费者、创造并传递价值以及回报消费者三个主要步骤。针对当前在口碑营销过程中存在的误区,企业应通过一定的创新和思维策略来实现口碑营销的巨大效应。     

网络评论对顾客购买意愿影响的实证研究

随着信息技术的飞速发展和互联网的普及,越来越多的消费者将网络口碑作为购买决策的重要参考依据,网络口碑对消费者购买意向的影响机制也逐渐成为研究学者和营销人员的研究热点。以高校学生群体为研究对象,研究高校学生在购买3C类产品时相关网络口碑对其购买意向的影响作用,利用问卷工具进行样本数据的收集,然后进行数据整理和分析,得出口碑质量、来源可信度和口碑数量对口碑信任度有显著的正向影响的结论。     

论网络环境下的口碑营销

随着互联网的普及和发展,网络口碑成为消费者和企业关注的热点,同时也给企业的营销活动带来新的活力,网络口碑营销日益成为企业追逐的一种公关和营销手段。本文主要讨论了网络口碑的涵义和特点、并进一步探讨了网络口碑营销的弊端及开展方法。     

网络负面口碑信息对消费者转换行为影响的述评

对口碑和网络口碑相关文献进行回顾的基础上,归纳了以往研究所涉及到的四个主要方面,分别是:网络口碑的涵义、口碑的方向性及传播动机、正负面口碑影响力及消费者转换行为,并在此基础上从传播者的专业程度和关系强度两个方面得出网络负面口碑信息对消费者行为转换的影响的做简要的述评,并在此基础上提出相对应的营销管理建议。     

互联网时代下口碑营销问题和对策研究

伴随着网络技术的发展和信息的快速传播,互联网营销出现在人们视野,成为热点,因此利用网络进行的口碑营销越来越受到企业的关注和重视。首先阐述了关于网络口碑营销的一些相关理论;其次分析了淘宝网口碑营销现状;在现状的基础上分析当前口碑营销存在着营销方式单一、口碑营销可控性不强等问题;最后提出在口碑营销实施过程中应培养网络中的意见领袖、注重产品质量、提高口碑可信度、重视负面口碑的管理以及让顾客参与进行体验式营销等对策。     

网络口碑对消费者购买行为的影响研究

消费者之间的口碑传播对消费行为有巨大的影响力,随着互联网的发展,网络口碑逐渐成为影响消费者购买行为的重要因素。本文以感知价值作为中间变量考察网络口碑对于消费者购买行为的影响,建立概念模型并进行实证研究。结论显示,网络口碑与感知价值存在显著的正向关系;感知价值与消费者购买意向存在显著的正向关系;购买意愿与消费行为也存在显著的正向关系。在此基础上展开讨论,针对网络口碑得出了一些有用的结论。     

消费者在线评论口碑影响力的影响冈素分析

本文基于问卷调查数据,从信任的角度并加入网站媒介的因素建立结构方程模型,分析了在线评论的口碑影响力的主要影响因素。研究结果表明,评论者专业性、网站可信度、消费者与网站的关系、消费者网络涉入程度直接影响在线评论口碑影响力;消费者与评论者的在线联结强度和消费者的专业性对在线评论口碑影响力的直接影响不显著,但可通过情感信任和认知信任对在线评论口碑影响力产生影响;信任在评论者专业性、网站可信度、消费者与网站的关系对在线评论口碑影响力的影响中完全中介效应显著,在消费者网络涉入程度对在线评论口碑影响力的影响中中介效应显著。     

西方网络口碑传播效应研究进展

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。     

论口碑营销及其运作与管理系统的构建

口碑营销是把口碑概念应用于营销领域并以口碑传播为途径的一种新型的市场营销策略或方式,是企业有计划、有组织、有执行、有控制的营销管理过程。随着互联网信息传播应用的不断发展,特别是微博等社交媒体的迅速普及,口碑营销受到人们的高度关注。企业在运用口碑营销这一新型的市场营销策略组织市场营销活动时,有必要构建完善的口碑营销的运作系统和口碑营销的管理系统,以保证口碑营销能真正发挥其巨大的＂正能量＂、＂正效应＂。     

Extending Our Understanding of eWOM Impact: The Role of Source Credibility and Message Relevance

Using qualitative data from consumers who have previously purchased online and who read online product reviews, this work expands current thinking on determinants of the impact of electronic word-of-mouth (eWOM) communications on consumer decision making. Specifically, beyond source credibility, findings suggest that consumers also assess how similar the source of eWOM is to them in terms of personality and product usage. In addition to source credibility, the notion of message relevance is introduced as the second first-order factor of eWOM impact. In turn, the underlying dimensions of source credibility (expertise and trustworthiness) and message relevance (persona similarity and usage similarity) constitute four second-order determinants of eWOM impact; providing a comprehensive view of the determinants of eWOM impact. Additionally, a conceptual framework depicting the sequential and cumulative effect of the four assessment dimensions along with possible gender differences in the processes used to assess eWOM credibility and message relevance are discussed.     

An investigation into the link between service quality dimensionality and positive word-of-mouth intention in Mainland China

The purpose of current study is to investigate the relationship between SERVQUAL dimensions and positive word-of-mouth intention in a Chinese context. A survey was carried out with a sample of 241 customers of China Mobile, the biggest telecommunications company in China. A structural equation model was created. It was found that Reliability and Assurance encouraged more positive word-of-mouth intention, while Tangibles, Responsiveness, and Empathy did not have a significant effect on word-of-mouth intention. In addition, age was negatively correlated to positive word-of-mouth intention. These findings have useful implications to international service companies, particularly those operating in a Chinese environment, by identifying factors that are salient for the generation of positive word-of-mouth.     

Influencers' “organic” persuasion through electronic word of mouth: A case of sincerity over brains and beauty

Despite the growing importance of influencers' word-of-mouth through audiovisual content, little is known about its effect on consumers' brand evaluation, purchase intentions, and decisions. Drawing on Ohanian's source credibility framework, we conducted two studies across different influencers, product categories, and respondents' gender and tested the hypotheses using covariance-based and partial least square structural equation modeling. Study 1 focuses on a mega-influencer of cosmetic and beauty brands and predominantly involves female respondents. The findings show that the influencer's attractiveness affects perceptions about source expertise and source trustworthiness but not brand attitude, while source expertise predicts source trustworthiness, and both mediate the effect of source attractiveness on brand attitude. In contrast, brand attitude predicts purchase intention and mediates the impact of source credibility dimensions. Study 2 focuses on various influencers of hedonic products (lifestyle, fashion, and beauty). The results confirm the influence of source attractiveness and expertise on source trustworthiness, which ultimately predicts consumer purchase decisions. This study reveals the interdependencies between different source constructs, contributing to source credibility theory. Furthermore, we show that the effect of source dimensions that are relevant in the celebrity endorsement literature, such as source attractiveness, do not directly influence consumers' intentions and decisions in the context of influencers' electronic word of mouth. Finally, the two studies confirm that only influencers perceived as honest and sincere can influence consumers' purchase decisions.     

网络口碑如何促进购买意愿？——基于消费者鼓舞的被调节中介模型

网络口碑引导了消费,然而对于网络口碑影响消费者心理和行为的机制研究仍缺乏明确结论。文章以消费者鼓舞为切入点,基于SOR理论和精细处理可能性模型,构建出一个有调节的中介模型,揭示了不同口碑成分对于消费者鼓舞和购买意愿的影响作用与中介机制,以及产品类型作为边界条件形成的差异。实证检验表明,网络口碑的偏向和评分对消费者鼓舞具有正向作用,但是网络口碑数量的影响却不显著。其次,消费者鼓舞在网络口碑对消费者购买意愿的影响中起到了中介作用。同时这种中介作用受到了产品类型的调节,相对非体验性产品而言,体验性产品的网络口碑会产生更强的消费者鼓舞与购买意愿,以及更强的中介作用。最后,实验结果检验和排除了信任对于消费者鼓舞的替代性解释。文章拓展了网络口碑的研究视角,为企业有针对性地完善口碑管理提供了理论基础和实践启示。     

Website quality and users' intention to use digital libraries: Examining users’ attitudes,online co-creation experiences,and eWOM

This research aims to examine how the website quality affects the intention of digital library users to use the website by considering factors of user's attitudes, online co-creation experiences, and electronic word-of-mouth. The statistical population of the research is composed of the users of Astan Qods Razavi digital library, which is one of the oldest digital libraries in Iran. Data was collected from 402 participants who use the library and analyzed in SPSS and PLS softwares. Construct validity was assessed and confirmed using convergent validity and divergent validity. Data reliability was assessed and confirmed using Cronbach's alpha and composite reliability. The research confirms that website quality affects the attitudes of users towards the website and their intention to participate in online co-creation and eWOM. The effects of user's attitudes to the online co-creation experience, eWOM, and intention to use the library, as well as the effects of the online co-creation experience and eWOM on the intention to use the digital library were also confirmed. Considering the results of the research, it is recommended to digital libraries to provide an efficient user-friendly website designed to increase user participation and establish close contact with them and in this way increase their intention to use digital library services.     

社交网络可视化分析对电商企业网络口碑营销的影响

社交网络可视化分析能够高效地对海量数据进行简化处理,从而成为帮助电商企业推进网络口碑营销的重要工具。本文以电商企业为研究对象,通过实证调查的方法来探究企业内部社交网络可视化分析对电商企业网络口碑营销的影响。调查发现社交网络可视化分析在电商企业的市场定位、营销定向、营销成本、工作效率以及经济效益等方面都有积极的作用。本文研究以期为电商企业进行优质的网络口碑营销提供理论支持。     

Virtual Atmosphere: The Effect of Pleasure,Arousal, and Delight on Word-of-Mouth

This study investigates the effect of virtual atmospheric cues on emotions and word-of-mouth and also analyzes the differences between the perceptions of male and female participants relative to the online environment. Questionnaires were given to students in higher education and senior university students. The main findings suggest that pleasure is the most effective emotion to lead to a positive word-of-mouth for both genders. Women are more willing to say positive words to others than men. Women are also more influenced by the delight and pleasure, whereas men are influenced only by pleasure.     

Linking Customer Engagement to Trust and Word-of-Mouth on Facebook Brand Communities: An Empirical Study

Given the rise of social networking sites, particularly Facebook, companies have started engaging with customers in this newly emerged digital space. This study explores the role of customer engagement in enhancing trust and word-of-mouth on brand communities over Facebook. The effect of customer involvement on customer engagement is also checked. This study also investigates the direct relationship of customer involvement with trust and word-of-mouth. A pen-and-paper questionnaire survey of 450 Facebook account holder students was used. Data were analyzed using structural equation modeling. The results reveal that a higher level of involvement with the brand community leads to a higher level of customer engagement. Customer engagement leads to customer trust and word-of-mouth activities. The results further suggest a direct positive relationship of customer involvement with trust and word-of-mouth, but the mediation of customer engagement strengthens the mentioned effect.