网络口碑传播效应研究综述

A Review on the Effectiveness of Internet Word-of-Mouth Communication

从口碑信息(口碑数量、口碑效价和口碑离散程度)、口碑参与者(口碑发送者、口碑接收者和口碑参与者与接收者之间关系)、产品特征和文化特性等角度对国内外网络口碑传播效应过往研究进行梳理,并评述现存研究的不足之处,同时分析未来的研究趋势,以期对网络口碑传播效应研究与实践提供参考。

In order to improve the research of Internet word-of-mouth （IWOM） effectivenss, this paper does a detailed review on this field from the perspective of word-of-mouth information （ the volume of the IWOM, the valence of the IWOM and the dispersion of the IWOM ）, word-of-mouth participants （the sender, the receiver and the relationship between the sender and receiver） , product features and cultural characteristics. In the end, suggestions for future research are provided.