图书产品的网络口碑传播

Network Marketing of Book Marketing

对我国消费者的图书网络评论特征进行总结,重点讨论消费者在图书网络口碑接受中的几个突出现象:对顾客评论重量不重质,更为信任和偏好负面口碑,长评论不一定奏效,用户评论等级与声望无关,最后对图书产品的网络口碑营销提出相应建议。

The article discusses the characteristics and effects of online book WOM, particularly in Chinese context. Most of evidence demonstrates that consumers prefer quantity rather than quality of eWOM, and rely more on negative reviews. A longer review cannot necessarily promote more sales while reviewer rank does not endorse the reputation of reviewers. Finally, several eWOM marketing strategies are suggested.