口碑传播的影响力要素及其对营销创新的启示
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外国经济与管理 2004 年 第 26 卷第 06 期, 页码：26 - 30
摘要
参考文献
摘要
口碑传播对消费者态度和行为的影响 ,已引起了人们的关注。本文从人际影响力和非人际影响力两个维度分析了口碑传播对消费者购买行为的影响 ,并探讨了在整合营销传播背景下 ,口碑传播对企业营销创新赋予的新内涵。
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[2]Bristor,JuliaM ..EnhancedExplanationsofWord of mouthCommunications:ThePowerofRelationships[J].Re searchinConsumerBehavior,1990,(4):51-83.
[3]Bruce,MoneyR .,MaryC .Gilly,andJohnL .Graham.ExplorationsofNationalCultureandWord of mouthReferralBehaviorinthePurchaseofIndustrialServicesintheUnitedStatesandJapan[J].JournalofMarketing,1998,62(10):76-87.
[4]Bruce,MoneyR ..Word of mouthReferralSourcesforBuyersofInternationalCorporateFinancialServices[J].JournalofWorldBusiness,2000,35(3):314-329.
[5]DuhanD .F .,JohnsonS .D .,WilcoxJ.B .,HarrellG .D ..InfluencesonConsumerUseofWord of mouthRecommen dationSources[J].JournalofAcademicMarketingScience,1997,25(4):283-95.
[6]Fitzgerald,BonePaula.Word of mouthEffectsonShort termandLong termProductJudgments[J].JournalofBusinessResearch,1995,32:213-223.
[7]Gilly,MaryC .,JohnL .Graham,etal..ADyadicStudyofInterpersonalInformationSearch[J].JournaloftheAcademyofMarketingScience,1998,26:83-100.
[8]HarrisonWalker,L .Jean.TheMeasurementofWord of mouthCommunicationandanInvestigationofSeviceQuali tyandCustomerCommunicationasPotentialAntecedents[J].JournalofServiceResearch,2001,4(8):60-75.
[9]MoneyRB ,GillyMC ,GrahamJL ..ExplorationsofNationalCultureandWord of mouthReferralBehaviorinthePur chaseofIndustrialServicesintheUSandJapan[J].JournalofMarketing,1998,62(10):76-87.
引用本文
徐伟青, 黄孝俊. 口碑传播的影响力要素及其对营销创新的启示[J]. 外国经济与管理, 2004, 26(6): 26–30.
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