口碑传播对消费者态度的影响:一个理论模型

The Impact of Word-of-Mouth on Consumer's Attitude:A Theoretical Model

尽管大量有关口碑传播的文献论证了口碑的影响力,但很少有文献能够回答口碑通过什么途径发挥作用这一问题。本文认为口碑通过影响消费者的态度,进而影响实际的购买行为。为此,我们构建了一个理论模型,用以论证口碑对消费者态度的影响及其调节因素,指出了口碑信息对消费者态度的作用路径及方式。最后,讨论了这一理论模型对于企业营销实践的启示。

As is shown in so many researches, word-of-mouth (WOM) has a significant impact on consumers' purchase decisions. However, few of the researches make it clear in what way WOM functions. Based on the hypothesis that WOM has an impact first on consumer's attitude and then on their purchase behavior,this paper constructs a theoretical model to address the relationship between WOM and consumer's attitude.The moderate factors on WOM-Attitude relationship are also discussed. Furthermore,the paper puts forward some modes of WOM influencing consumer's attitude. In the last section, the paper discusses possible application of the model to the marketing practice.