从口碑到网络口碑:脉络、框架与展望  

From Word-of-Mouth to Electronic Word-of-Mouth:Development,Framework and Prospect

作　　者：赵阳[1] 陈国强[2] 冯学钢[1] ZHAO Yang;CHEN Guo-qiang;FENG Xue-gang(Faculty of Economics and Management,East China Normal University,Shanghai 200062,China;School of Media and Arts,Shanghai University of Sports,Shanghai 200438,China)

机构地区：[1]华东师范大学工商管理学院,上海200062 [2]上海体育学院传媒与艺术学院,上海200438

出　　处：《消费经济》2022年第4期84-96,共13页Consumer Economics

基　　金：国家社会科学基金一般项目(21BTY072)。

摘　　要：国内有关口碑的研究相较国外起步晚、量级小,且存在差距越拉越大的趋势,在社交媒体时代不利于中国学术话语权提升与企业可持续性发展。研究旨在把握口碑研究的国内外差异和发展轨迹,归纳并更新一个口碑研究框架,以期推动国内口碑理论发展。基于CiteSpace软件对国内外文献进行回顾,研究重点梳理了口碑的内涵与发展脉络,发现:(1)区别于口碑研究,网络口碑研究的特征体现为更丰富的内涵、更多样的载体、更多元的主体和更深远的影响;(2)聚焦个体层面、口耳相传的口碑传播,可能无法符合社交媒体时代网络口碑管理的实践需要;(3)文献计量结果显示五个主题聚类:酒店与旅游业中的在线评论管理问题、在线消费者评论与销量、口碑营销与品牌管理、参与度与品牌社区以及感知有用性与影响因素;(4)口碑研究可归纳为“传播者-接收者”“过程-载体”和“权变因素-影响”的三组关系,并在此基础上提出口碑研究的理论框架;(5)展望社交媒体与网络口碑管理研究的新命题,包括组织与群体层面的传播者对传播效力的影响、主动-被动口碑接收者的差异与转变、消费者行为模式转变与传播平台及内容的偏好等。建议未来研究在整合模型、质性研究和国家传播方面完善口碑理论。In the era of social media,the research on word-of-mouth in China is not enough for the improvement of academic discourse power and the sustainable development.This study aims to grasp the differences of word-of-mouth research at home and abroad,summarize and update a framework.Based on CiteSpace,the study finds that:(1)different from word-of-mouth research,the characteristics of electronic word-of-mouth research are embodied in richer connotation,more carriers,more disseminators and more far-reaching influence;(2)word-of-mouth communication focusing on the individual level may not meet the practical needs of electronic word-of-mouth management;(3)there are five thematic clusters:Online Reviews in Hotel Industry,Sales on OCRs,Branding on WOM,Engagement&Brand Community and Perceptived Helpfulness;(4)the research on word-of-mouth can be divided into three groups of relations:"disseminator-receiver""process-carrier"and"contingency factor-influence".Based on this,the theoretical framework of word-of-mouth research is proposed;(5)new propositions are expected,including the impact of disseminators on the effectiveness of communication at the organizational and group levels,the difference and transition of active-passive word-of-mouth receivers,the change of consumer behavior pattern and the preference of communication platform and content,etc.It is suggested that future research should improve the theory of word-of-mouth in terms of integrated model,qualitative research and national communication.

关 键 词：口碑 在线评论 社交媒体 口碑营销 品牌管理 网络人际传播 

分 类 号：F323.7[经济管理—产业经济]