口碑产生和消费前因研究述评被引量：1

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摘要作为一种重要的社交媒体,口碑传播对个体决策、产品销售和市场效率的影响力日益彰显。相对于口碑传播的影响机制,口碑产生和消费的前因还有待深入分析和系统总结。在对大量文献进行分析基础上,本文系统总结了口碑产生和消费的重要前因变量,并对口碑产生和消费行为间存在的协同效应进行了初步分析,同时对未来研究方向进行了展望。

作者彭岚明小波

机构地区成都信息工程学院物流学院

出处《西南民族大学学报（人文社会科学版）》 CSSCI 北大核心 2014年第11期118-123,共6页 Journal of Southwest Minzu University(Humanities and Social Sciences Edition)

基金四川省教育厅人文社会科学重点项目"电子口碑传播动态影响机制理论与实证研究"(14SA0075)阶段性成果

关键词口碑口碑消费消费者维度产品维度消费行为

分类号 F713 [经济管理—产业经济]

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