留、传、搜、用：消费者行为视角下的电子口碑研究综述与展望
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外国经济与管理 2015 年 第 37 卷第 08 期, 页码：
摘要
参考文献
摘要
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。
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［2］Angelis M D,et al.On braggarts and gossips: A selfenhancement account of wordofmouth generation and transmission［J］.Journal of Marketing Research,2011,49(4):1-13.
［3］Arndt J.Role of productrelated conversations in the diffusion of a new product［J］.Journal of Marketing Research,1967,4(8): 291-295.
［4］Barasch A and Berger J.Broadcasting and narrowcasting: How audience size impacts what people share［J］.Journal of Marketing Research,2014,51(3): 286-299.
［5］Berger J.Beyond viral: Interpersonal communication in the internet age［J］.Psychological Inquiry,2014,24(4):293-296.
［6］Blazevic V,et al.Beyond traditional wordofmouth: An expanded model of customer influence［J］.Journal of Service Management,2013,24(3): 294-313.
［7］Chevalier J A and Mayzlin D.The effect of word of mouth on sales: Online book reviews［J］.Journal of Marketing Research,2006,43(3): 345-354.
［8］Dellarocas C.The digitization of word of mouth: Promise and challenges of online feedback mechanisms［J］.Management Science,2003,49(10): 1407-1424.
［9］Godes D and Mayzlin D.Firmcreated wordofmouth communication: Evidence from a field test［J］.Marketing Science,2009,28(4): 721-739.
［10］Godes D and Silva J C.Sequential and temporal dynamics of online opinion［J］.Marketing Science,2012,31(3): 448-473.
［11］He S X and Bond S D.Wordofmouth and the forecasting of consumption enjoyment［J］.Journal of Consumer Psychology,2013,23(4): 464-482.
［12］HennigThurau T,et al.Electronic wordofmouth via consumeropinion platforms: What motivates consumers to articulate themselves on the Internet?［J］.Journal of Interactive Marketing,2004,18(1): 38-52.
［13］Hu Y and Du R Y.Decomposing the impact of advertising: Augmenting sales with online search data［J］.Journal of Marketing,2014,51(3): 300-319.
［14］Jerath K,et al.Consumer click behavior at a search engine: The role of keyword popularity［J］.Journal of Marketing Research,2014,51(4): 480-486.
［15］Jensen K B.Media convergence: The three degrees of network,mass and interpersonal communication［M］.Abingdon: Routledge,2012.
［16］King R A,et al.What we know and don’t know about online wordofmouth: A review and synthesis of the literature［J］.Journal of Interactive Marketing,2014,28(3): 167-183.
［17］Labrecque L I,et al.Consumer power: Evolution in the digital age［J］.Journal of Interactive Marketing,2013,27(4): 257-269.
［18］Ludwig S,et al.More than words: The influence of affective content and linguistic style matches in online reviews on conversion rates［J］.Journal of Marketing,2013,77(1):87-103.
［19］McQuail D,et al.On the mediatization of war［J］.The International Communication Gazette,2006,68(3):107-118.
［20］Moe W W,et al.Online product opinions: Incidence,evaluation and evolution［J］.Marketing Science,2012,31(3):372-386.
［21］Mudambi S M and Schuff D.What makes a helpful online review? A study of customer reviews on amazon.com［J］.MIS Quarterly,2010,34(1):185-200.
［22］Packard G and Wooten D B.Compensatory knowledge signaling in consumer wordofmouth［J］.Journal of Consumer Psychology,2013,23(4): 434-450.
［23］Prasad A and Ratchford B T.How consumers use product reviews in the purchase decision process［J］.Marketing Letters,2012,23(3):825-838.
［24］Purnawirawan N,et al.Balance and sequence in online reviews: The wrap effect［J］.International Journal of Electronic Commerce,2012,17(2):71-98.
［25］Smith A N and Fischer E.How does brandrelated usergenerated content differ across YouTube,Facebook,and Twitter?［J］.Journal of Interactive Marketing,2012,26(2): 102-113.
［26］Sonnier G P,et al.A dynamic model of the effect of online communications on firm sales［J］.Marketing Science,2011,30(4): 702-721.
［27］Thompson D V and Malaviya P.Consumergenerated ads: Does awareness of advertising cocreation help or hurt persuasion?［J］.Journal of Marketing,2013,77(3):33-47.
［28］Thompson S A and Loveland J M.Thematic discrepancy analysis:A method to gain insights into lurkers and test for nonresponse bias［J］.Journal of Interactive Marketing,2014,28(1): 55-67.
［29］Zhao M and Xie J H.Effects of social and temporal distance on consumers’ responses to peer recommendations［J］.Journal of Marketing Research,2011,48(3):486-496.
［30］Zhao Y and Yang S.Modeling consumer learning from online product reviews［J］.Marketing Science,2013,32(1): 153-169.
引用本文
罗 彪, 丛日飞. 留、传、搜、用：消费者行为视角下的电子口碑研究综述与展望[J]. 外国经济与管理, 2015, 37(8): 0.
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