电子口碑影响力产生机制与市场应用研究前沿探析
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外国经济与管理 2013 年 第 35 卷第 10 期, 页码：62 - 71
摘要
参考文献
摘要
电子口碑是指消费者在互联网上发布的关于企业、产品或服务的正面或负面评价。本文首先阐述了电子口碑在消费者层面与企业层面的影响力,其次从人际层面、虚拟社区(小群体)层面以及在线社会网络(大群体)层面探讨了电子口碑影响力的产生机理,再次分析了如何在电子口碑营销实践中促进正面影响以及规避负面影响,最后对未来可能的研究方向进行了展望。
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[23]Stanaland A J,Lwin M O and Murphy P E.Consumer perceptions of the antecedents and consequences of corporate social responsibility[J].Journal of Business Ethics,2011,102(1):47-55.
[24]Willemsen L M,Neijens P C,Bronner F and De Ridder J A.Highly recommended:The content characteristics and perceived usefulness of online consumer reviews[J].Journal of Computer Mediated Communication,2011,17(1):19-38.
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[26]Zhang J,Craciun G and Shin D.When does electronic word-of-mouth matter?A study of consumer product reviews[J].Journal of Business Research,2010,63(12):1336-1341.
[27]Zhu F and Zhang X.Impact of online consumer reviews on sales:The moderating role of product and consumer characteristics[J].Journal of Marketing,2010,74(2):133-148.
[28]王财玉.消费者自我—品牌联结的内涵、形成机制及影响效应[J].心理科学进展,2013,21(5):922-933.
[29]王财玉.消费者态度满意与行为忠诚关系的一致与分离[J].心理科学进展,2012,20(10):1690-1699.
[2]Cheung C M K and Thadani D R.The impact of electronic word-of-mouth communication:A literature analysis and integrative model[J].Decision Support Systems,2012,54(1):461-470.
[3]Chu S C and Kim Y.Determinants of consumer engagement in electronic word-of-mouth(eWOM)in social networking sites[J].International Journal of Advertising,2011,30(1):47-75.
[4]Cui G,Lui H K and Guo X.The effect of online consumer reviews on new product sales[J].International Journal of Electronic Commerce,2012,17(1):39-58.
[5]Dwyer S,Hani M and Maxwell H.An exploratory examination of the influence of national culture on cross-national product diffusion[J].Journal of International Marketing,2005,13(2):1-28.
[6]Forman C,Ghose A and Goldfarb A.Examining the relationship between reviews and sales:The role of reviewer identity disclosure in electronic markets[J].Information Systems Research,2008,19(3):291-313.
[7]Frank H,Frederik M and Stefan V.Corporate social performance as antecedent of consumer’s brand perception[J].Journal of Brand Management,2012,19(3):228-240.
[8]Gu B,Park J and Konana P.The impact of external word-ofmouth sources on retailer sales of high-involvement products[J].Information Systems Research,2012,23(1):182-196.
[9]Ho J Y C and Dempsey M.Viral marketing:Motivations to forward online content[J].Journal of Business Research,2010,63(9):1000-1006.
[10]Hossein J M,Rezaei D H,Mojtaba N,Amir P and Reza A A.An analysis of factors affecting on online shopping behavior of consumers[J].International Journal of Marketing Studies,2012,4(5):81-98.
[11]Huang L and Barlas S.When will people tell you something you do not know?[A].McGill A L and Shavitt S(Eds.).Advances in consumer research[C].Duluth,MN:Association for Consumer Research,2009,36:761-762.
[12]Huang L.Social contagion effects in experiential information exchange on bulletin board systems[J].Journal of Marketing Management,2010,26(3):197-212.
[13]Jalilvand M R,et al.Electronic word-of-mouth:Challenges and opportunities[J].Procedia Computer Science,2011,3:42-46.
[14]Jalilvand M R and Samiei N.The effect of electronic word of mouth on brand image and purchase intention:An empirical study in the automobile industry in Iran[J].Marketing Intelligence and Planning,2012,30(4):460-476.
[15]Kozinets R V,et al.Networked narratives:Understanding word-of-mouth marketing in online communities[J].Journal of Marketing,2010,74(2):71-89.
[16]Li F and Du T C.Who is talking?An ontology-based opinion leader identification framework for word-of-mouth marketing in online social blogs[J].Decision Support Systems,2011,51(1):191-197.
[17]Li Y M and Lin C H.Identifying influential reviewers for word-of-mouth[J].Marketing Electronics Commerce Research and Applications,2010,9(4):294-304.
[18]Moe W W and Trusov M.The value of social dynamics in online product ratings forums[J].Journal of Marketing Research,2011,48(7):444-456.
[19]Mudambi S and Schuff D.What makes a helpful online review?[J].MIS Quarterly,2010,34(1):185-200.
[20]Racherla P and Friske W.Perceived“usefulness”of online consumer reviews:An exploratory investigation across three services categories[J].Electronic Commerce Research and Applications,2012,11(6):548-559.
[21]Racherla P,Mandviwalla M and Connolly D.Factors affecting consumers’trust in online product reviews[J].Journal of Consumer Behavior,2012,11(2):94-104.
[22]Sparks B A and Browning V.The impact of online reviews on hotel booking intentions and perception of trust[J].Tourism Management,2011,32(6):1310-1323.
[23]Stanaland A J,Lwin M O and Murphy P E.Consumer perceptions of the antecedents and consequences of corporate social responsibility[J].Journal of Business Ethics,2011,102(1):47-55.
[24]Willemsen L M,Neijens P C,Bronner F and De Ridder J A.Highly recommended:The content characteristics and perceived usefulness of online consumer reviews[J].Journal of Computer Mediated Communication,2011,17(1):19-38.
[25]Yang J and Mai E.Experiential goods with network externalities effects:An empirical study of online rating system[J].Journal of Business Research,2010,63(9):1050-1057.
[26]Zhang J,Craciun G and Shin D.When does electronic word-of-mouth matter?A study of consumer product reviews[J].Journal of Business Research,2010,63(12):1336-1341.
[27]Zhu F and Zhang X.Impact of online consumer reviews on sales:The moderating role of product and consumer characteristics[J].Journal of Marketing,2010,74(2):133-148.
[28]王财玉.消费者自我—品牌联结的内涵、形成机制及影响效应[J].心理科学进展,2013,21(5):922-933.
[29]王财玉.消费者态度满意与行为忠诚关系的一致与分离[J].心理科学进展,2012,20(10):1690-1699.
引用本文
王财玉, 雷雳. 电子口碑影响力产生机制与市场应用研究前沿探析[J]. 外国经济与管理, 2013, 35(10): 62–71.
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上一篇：互联网情境下的信任研究评介及展望
