期刊文献+
任意字段
题名或关键词
题名
关键词
文摘
作者
第一作者
机构
刊名
分类号
参考文献
作者简介
基金资助
栏目信息

网络顾客口碑传诵传播框架研究:中间人效应

A Study of Electronic Word of Mouth Transmission Framework:The Middleman Effect
下载PDF
导出
摘要 口碑传颂（WOM）是当今最有力量、最具说服力的传播方式之一。本文在回顾口碑传颂研究现状的基础上，首次加入了中间人角色，提出了以口碑制造者，中间人和接收者3方面组成的网络口碑传颂的传播框架模型，以网络群体作为测试对象，检验了口碑传颂网络中不同角色的行为特征，对口碑营销有实际的借鉴意义。 Nowadays, Word of Mouth （WOM） is one of the most powerful and persuasive way of transmission. On the basis of reviewing the current development of WOM study, this paper put forward middleman effect for the first time, and presented a eWOM transmission framework model composed of WOM maker, middleman or recipient. The behavior characteristics of different roles in WOM transmission network is verified using data from a survey of web user, which will make a lot of contribution to eWOM marketing.
作者 咸晓静 李乃和
机构地区 上海交通大学安泰经济与管理学院
出处 《上海管理科学》 2009年第1期39-44,共6页 Shanghai Management Science
基金 国家教育部人文社科基金课题《在线消费者感知和认知学习研究》资助,项目批准号:06JA630039 国家自然科学基金重点项目《中国城市消费者行为研究》支持,项目批准号:70832004。
关键词 网络口碑传诵 传播框架 中间人 意见领袖 eWOM Transmission Framework Middleman Idea Leader
分类号 F713.5 [经济管理—市场营销]
  • 相关文献

参考文献22

  • 1Anderson,E.1998.Customer satisfaction and word-of-mouth.J.Service Res.1(1) 5-17.
  • 2Bansal,H.S.and Voyer,P.A.(2000),"Word-of-mouth processes within a service purchase decision context",Journal of Service Research,Vol.3 No.2,pp.166-77.
  • 3Bristor,Julia M.(1990),"Enhanced Explanations of Word of Mouth Communications:The Power of Relationships." Research in Consumer Behavior,4,51-83.
  • 4Brown,T.J.,Barry,T.E.,Dacin,P.A.and Gunst,R.F.(2005),"Spreading the word:investigating antecedents of consumers′ positive word-of-mouth intentions and behaviors in a retailing context",Journal of the Academy of Marketing Science,Vol.33 No.2,pp.123-38.
  • 5Chaiken,S.and Eagly,A.H.(1976),"Communication modality as a determinant of message persuasiveness and message comprehensibility",Journal of Personality and Social Psychology,Vol.34 No.4,pp.605-14.
  • 6Danaher,P.J.,R.T.Rust.1996.Indirect financial benefits from service quality.Quality Management J.3(2) 63-75.
  • 7Fitzgerald Bone,P.(1995),"Word-of-mouth effects on short-term and long-term product judgments",Journal of Business Research,Vol.32,pp.213-23.
  • 8Gilly,M.C.,Graham,J.L.,Wolfinbarger,M.F.and Yale,L.J.(1998),"A dyadic study of interpersonal information search",Journal of the Academy of Marketing Science,Vol.26 No.2,pp.83-100.
  • 9Goldsmith,R.E.(2006),"Electronic word-of-mouth",in Khosrow-Pour,M.(Ed.),Encyclopedia of E-Commerce,E-Government and Mobile Commerce,Idea Group Publishing,Hershey,PA,pp.408-12.Goldsmith,R.E.and Horowitz,D.(2006),"Measuring motivations for online opinion seeking",Journal of Interactive Advertising,Vol.6 No.2,pp.1-16.
  • 10Harrison-Walker,L.J.(2001),"The measurement of word-of-mouth communication and investigation of service quality and customer commitment as potential antecedents",Journal of Service Research,Vol.4 No.1,pp.60-75.
上海管理科学
2009年 第1期

相关作者

内容加载中请稍等...

相关机构

内容加载中请稍等...

相关主题

内容加载中请稍等...

浏览历史

内容加载中请稍等...
;
使用帮助 返回顶部