口碑、网络口碑与鼠碑辨析  

Contrast Analysis of Word-of-Mouth,Internet Word-of-Mouth and Word-of-Mouse

作　　者：董大海[1] 刘琰[1] 

机构地区：[1]大连理工大学管理学院

出　　处：《管理学报》2012年第3期428-436,共9页Chinese Journal of Management

基　　金：国家自然科学基金资助重点项目(70532006);教育部新世纪优秀人才支持计划资助项目(2006)

摘　　要：在深入洞察互联网沟通特征的基础上,对传统口碑与网络口碑的一些代表性概念进行解构分析,分别提炼出口碑与网络口碑的要素特征,并进行了比对。结果发现,基于互联网的沟通并非都是新形式的口碑,有的可以称之为"网络口碑",有的则需要用新的词语如"鼠碑"而名之。网络口碑与鼠碑是基于互联网沟通多种方式所构成的连续统一体的2个极端,两者之间还包含丰富多样的基于互联网的沟通新方式。By looking into the characteristics of internet communication, we analyze some representative definitions of traditional word-of-mouth and internet word-of-mouth and compared the differences between them. We found that not all internet communications are new types of word-of-mouth; some could be called internet word-of-mouth with some similar characteristics with traditional wordof-mouth, while others should be known as word-of-mouse, which has much more new characteristics compared with the traditional one. Furthermore, we indicate that internet word-of-mouth and word- of-mouse are two endpoints of the continuum of diverse communications on the internet and there would be many other formats of internet communications in between.

关 键 词：口碑 网络口碑 鼠碑 沟通 互联网 

分 类 号：C93[经济管理—管理学] F270