口碑推荐的效力影响因素实证研究——基于人际关系口碑推荐视角

企业产品或服务产生良好的口碑信息,根源于产品或服务本身内在品质和与其相应的辅助支持,并通过口碑推荐者的传播蔓延于复杂的社会人际网络中。实证结果表明,由于口碑信息受到传播主体不同状态的影响和关系渠道的约束,对口碑传播过程中的口碑信任度、感染度、忠实度等产生显著性影响,从而对口碑传播效力产生影响。

An Empirical Study of Factors Influencing WOM Recommendation——An Interpersonal Relationship Perspective

If a product or service of an enterprise wants to win public praise,it must have good intrinsic qualities and the corresponding auxiliary support must be available.Its reputation results from the spread of word-of-mouth(WOM)recommendators among complicated interpersonal networks.The outcome of the empirical study indicates that,owing to the fact that the WOM information is conditioned by the states of communication subjects and by the relationship among channels,the information produces a salient impact on the trustworthiness,infectivity and faithfulness of WOM in the dissemination process,hence determining the effect of WOM recommendation.