西方网络口碑传播效应研究进展

Review of Online Word-of-Mouth Communication

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。

Interact brings word-of-mouth communication some characteristics such as far-reaching and rapid diffusion, anonymity, non face-to-face contact, and so on. Online word-of-mouth （OWOM） generated from consumer has powerful influence. Literatures analyze effects of OWOM communication. OWOM affects consumer buying decision and product sale of firms based-on consumers and enterprises perspective, and this paper will be a benefit for future research.