摘要
企业通过网络口碑营销对网络口碑传播实施引导,以提升企业形象和增加效益。针对传播不同层次,提出了顾客体验理论、长尾理论、六度分隔理论、虚拟社区理论、传播过程理论、归因理论、技术接受模型理论等七个网络口碑传播的理论基础,以期对网络口碑传播的研究与实践提供参考。
Nowadays,the Internet as an important tool for communication makes internet word-of-mouth communication very popular and important.Enterprises guide Internet word-of-mouth communication by means of internet word-of-mouth marketing in order to enhance the corporate image and efficiency.According to different communication levels,this paper brings forward seven theoretical bases for internet word-of-mouth communication：customer experience,the long tail,six degrees of separation,virtual community,disseminating process,attribution,technology acceptance model,expecting to provide references for the study and practice of internet word-of-mouth communication.
出处
《当代经济管理》
2010年第10期9-12,共4页
Contemporary Economic Management
关键词
网络口碑
口碑传播
理论基础
internet word-of-mouth
word-of-mouth communication
theoretical basis
