网络口碑研究综述  

Research on Online Word-of-Mouth

作　　者：王孟萍[1] 韩树荣[1] 武莹[1] 

机构地区：[1]太原科技大学经济与管理学院,山西太原030024

出　　处：《科技广场》2013年第4期209-212,共4页Science Mosaic

摘　　要：网络口碑对消费者行为决策的影响已经引起了人们的普遍关注。本文从认知和情感两条途径梳理了近几年来学者们对网络口碑的研究成果,评述了现有研究的不足之处,同时分析了未来的研究趋势,以期为网络口碑的传播机制研究和营销实践提供借鉴。The influence of online word-of-mouth on consumer＇s decision-making has aroused widespread attention. In this paper, the research of OWOM was reviewed through two ways： the cogitative way and the emotional way. In addition, this paper reviews the shortcomings of existing research on OWOM and gives analysis on OWOM＇s research trend of future, aiming at providing a reference for researching the transmission mechanism of OWOM and online word-of-mouth marketing.

关 键 词：网络口碑 感知风险 感知价值 

分 类 号：F713[经济管理—产业经济]