基于WOS的负面口碑发展之路径分析

WOS-Based Path Analysis for the Development of Negative Word-of-Mouth

通过引文分析和主路径分析的方法,将Web of Science (WOS)数据库中以负面口碑为主题的文献作为研究对象,研究负面口碑的重要文献与逻辑演化路径。研究发现:Richins (1983)的论文是负面口碑领域中最重要的文献之一,而负面口碑的逻辑演化有三条重要路径,分别是:负面口碑行为、负面口碑动机、抱怨和服务补救。

By using the methods of citation analysis and main path analysis, taking the literature with nega-tive word-of-mouth as the research object in the Web of Science (WOS) database, the important literature and logical evolution path of negative word-of-mouth have been studied. The results reveal that the paper of Richins (1983) plays the most important role in negative word-of-mouth field;and there are three important logical evolution routes: behavior of negative word-of-mouth, motive of negative word-of-mouth, complaint and service recovery.