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在电子口碑研究中,早期学者们多关注电子口碑产生的前因与后果。然而,随着消费者利用电子口碑进行评价和决策成为常态,近期学者们更加关注电子口碑的使用过程。本文通过对近期电子口碑相关文献的分类整理,将电子口碑的使用方式归纳为评价分享和决策参考两种,并借助消费者行为的AISAS模型和网络传播理论进一步将电子口碑的使用细分为留、传、搜、用四个阶段,进而基于这四个阶段对近期的研究成果进行了综述,并对未来研究方向进行了展望。
In the study of electronic word of mouth, early scholars paid more attention to the antecedents and consequences of electronic word of mouth. However, as consumers make use of electronic word of mouth for evaluation and decision-making become the norm, the recent scholars pay more attention to the use of electronic word of mouth. Based on the classification and sorting of the recent literature about electronic word-of-mouth, this paper summarizes the ways of using electronic word-of-mouth as evaluation sharing and decision-making reference, and further subdivides the use of electronic word-of-mouth by means of the AISAS model of consumer behavior and network communication theory , Pass, search, with four stages, and then based on the four stages of the recent research results were reviewed, and the future direction of the study.