体育品牌电子口碑研究:进展与动态

E-WOM of Sports Brand:Progress and Trends

为进一步丰富体育品牌电子口碑的研究内容,促进体育数字经济高质量发展,在借鉴相关业态电子口碑研究的基础上,采用文献资料、逻辑推理等研究方法分析体育品牌电子口碑生成的内在逻辑与演进趋势,归纳体育品牌电子口碑的传播动机、口碑信息、情绪价值、关系质量、信息行为等方面的研究进展,揭示体育品牌电子口碑的研究不足,指出体育品牌电子口碑研究方向:进一步围绕赛事形象、体育消费、虚拟社群、信息平台等方面深入探索。

In order to further enrich the research content of electronic word-of-mouth(e-WOM)of sports brand and promote the high-quality development of sports digital economy,based on related formats of e-WOM studies,using the methods of literature,logical reasoning and other research methods,this article analyzes the internal logic and evolution trend of e-WOM of sports brand,summarizes the spread motives of e-WOM of sports brand,word-of-mouth information,emotional value,relationship quality,information behavior and other perspectives,reveals the lack of research on e-WOM of sports brand,and puts forward the research direction of e-WOM of sports brand,which should focus on the image of sports event,sports consumption,online communities,information platform and other aspects.