基于系统动力学的网络口碑传播机制研究

Research on eWord-of-Mouth Diffusion Mechanism Based on System Dynamics

互联网的普及使得网络口碑传播成为企业营销的重要手段,掌握网络口碑传播机制有助于企业制定更加有效的营销策略。鉴于网络口碑传播是一个多因素互动的过程,建立网络口碑传播系统动力学模型,从网络口碑传播主体和网络口碑传播动机两方面,仿真探究网络口碑传播机制。仿真结果表明,在整个网络口碑传播中,对于网络口碑接受者,其前半期信息接受量增长速度较快,后半期自主吸收信息量增长速度较快,而网络口碑传播者都发挥着关键作用;通过提高网络口碑传播者的专业性与可靠性、网络口碑接受者卷入度以及网络口碑传播动机,可以显著推动网络口碑传播。

The popularity of the Internet makes eWord-of-mouth(eWOM) as an important means of corporate marketing and grasping eWOM diffusion mechanism can help enterprises develop marketing strategy more effectively. In view of the process of eWOM diffusion is a multi-factor interactive process, this paper establishes eWOM diffusion system dynamics model and explores eWOM diffusion mechanism from two aspects: eWOM diffusion main body and eWOM diffusion motivations. The results show that in the whole eWOM diffusion, the amount of information received grows faster in the first half and the rate of self absorption is faster in the latter half for eWOM receivers, while eWOM senders always play an important role. Furthermore, by improving eWOM senders’ professionalism and reliability, eWOM receivers’ involvement, as well as the motivations of eWOM diffusion, the diffusion of eWOM can be promoted significantly.