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6951本文根据可及性—诊断性理论探讨了在线口碑在竞争性体验型产品之间的溢出影响，及品牌对溢出程度的调节作用。文章使用一家基于位置的服务网站提供的用户线下餐饮店铺签到和评论数据，利用贝叶斯动态线性模型实证检验发现，竞争性产品的在线口碑具有负向溢出效应，品牌强度越高对其他品牌的溢出效应越大，而受其他品牌的影响越小；产品同属于一个品牌能够产生一定程度的正向溢出效应；强品牌虽然能够抵御竞争品牌的口碑负面溢出，但是受自身的负面口碑影响较大，因而加强口碑建设尤为重要。
在线评论的口碑溢出效应及其在品牌间的差异研究
摘要
参考文献
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引用本文
汪涛, 于雪. 在线评论的口碑溢出效应及其在品牌间的差异研究[J]. 外国经济与管理, 2019, 41(7): 125-136.
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