| 网络口碑传播影响因素研究综述 |
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| 引用本文： | 袁胜军,宋亮,苏晓蕾. 网络口碑传播影响因素研究综述[J]. 企业活力, 2012, 0(8): 86-90 |
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| 作者姓名： | 袁胜军 宋亮 苏晓蕾 |
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| 作者单位： | 1. 桂林电子科技大学商学院,桂林,541000
2. 桂林电子科技大学商学院,桂林541000／宿州学院经济管理学院,宿州234000 |
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| 摘 要： | 随着网络媒体的发展,网络口碑已经成为一种重要的口碑传播形式,并受到企业和学术界越来越多的关注,在对国内外相关研究成果的梳理中,发现现有对网络口碑传播影响因素的研究主要集中在网络口碑传播动机、消费者个体差异、意见领袖、企业营销因素和社会网络结构等方面。
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| 关 键 词： | 网络口碑 在线评论 动机 意见领袖 |
The Review of Influence Factors of EWOM Spread |
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| Yuan Sheng-jun,Song Liang,Su Xiao-lei. The Review of Influence Factors of EWOM Spread[J]. Enterprise Vitality, 2012, 0(8): 86-90 |
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| Authors: | Yuan Sheng-jun Song Liang Su Xiao-lei |
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| Affiliation: | 1(1.Business School,Guilin University of Electronic Technology,Guilin 541000,China;2.School of Economics and Management,Suzhou University,Suzhou 234000,China) |
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| Abstract: | With the advancement of the Internet,the new form of WOM,eWOM has increasing influence on consumers and has also received increasing attention in the academic circles.The present article gives a general overview of five aspects relevant to eWOM spreading behavior,which are eWOM motivation,consumer individual differences,eWOM opinion leaders,enterprise marketing factors,social network structure. |
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| Keywords: | eWOM online review motivation opinion leaders |
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