社交媒体线上口碑及传统线下口碑对绿色购买决策的影响综述与研究  

A Review and Research on the Impact of Online and Traditional Offline Word-of-Mouth on Green Purchasing Decisions On Social Media

作　　者：齐萧茢 QI Xiao-lan(South China Business College Guangdong University of Foreign Studies and Trade,Guangzhou 510545,Guangdong)

机构地区：[1]广东外语外贸大学南国商学院,广东广州510545

出　　处：《江苏商论》2024年第6期3-7,12,共6页Jiangsu Commercial Forum

摘　　要：社交媒体在我们的日常生活中正发挥着越来越重要的作用。社交媒体平台已经成为消费者了解绿色产品,影响绿色消费行为的重要信息传播渠道。社交媒体信息传播俨然已成为支持并影响消费者绿色购买的主要信息来源。口碑是消费者和企业之间最具影响力的非正式信息传播媒介之一。研究分析了社交媒体、传统线下口碑、社交媒体线上口碑的概念界定以及社交媒体线上口碑与传统线下口碑的主要区别,强调了社交媒体线上口碑与传统线下口碑对消费者绿色购买行为的影响。研究为今后线上、线下口碑对消费者绿色购买决策的研究提供参考和方向。Social media is playing an increasingly important role in our daily lives.Social media platforms have become an important channel for consumers to understand green products and influence green consumption behavior.Social media information dissemination has become the main source of information that supports and influences consumer green purchases.Word of mouth is one of the most influential informal media for information dissemination between consumers and businesses.The study analyzed the concepts of social media,traditional offline word-of-mouth,and online word-of-mouth on social media,as well as the main differences between online word-of-mouth on social media and traditional offline word-of-mouth.It emphasized the impact of online word-of-mouth on consumer green purchasing behavior.This study provides reference and direction for future research on the impact of online and offline word-of-mouth on consumer green purchasing decisions.

关 键 词：社交媒体 线下口碑 线上口碑 影响 消费者绿色购买行为 

分 类 号：C934[经济管理—管理学]