从信息传播的角度理解线上口碑媒介及其影响

Understanding the Online Word-Of-Mouth Medium and its Impact from the Perspective of Information Dissemination

线上口碑影响消费者购买决策,对线上口碑的有效性研究日益受到学术界的关注。已发表的关于线上口碑传播影响的研究相当广泛,但这些研究还相对零散。线上口碑代表了信息接收方和信息发送方之间的一种新的通信形式。在本研究中,我们根据社会信息传播理论的四个要素对以往的研究进行了归纳总结。研究对现有文献进行分析和归纳并提出了概念模型,为今后线上口碑研究提供研究参考和方向。

Online WOM is playing an increasingly important role in consumer purchase decisions.Research on the effectiveness of online WOM has received increasing attention from the academic community.The published research on the impact of online WOM communication is quite extensive,but it is still relatively sporadic.Online WOM represents a new form of communication between message recipients and message senders.In this study,we summarize previous research based on the four elements of social information communication theory and its influence on consumer purchase decisions.The study analyzes and synthesizes the existing literature and proposes a conceptual model to provide references and directions for future research on online WOM.