口碑与电子口碑的文献综述：对消费者行为的影响
A Literature Review of Word of Mouth and Electronic Word of Mouth: Implications for Consumer Behavior.
作者信息
Huete-Alcocer Nuria
机构信息
Economía Española e Internacional, Econometría e Historia e Instituciones Económicas, University of Castilla-La ManchaAlbacete, Spain.
出版信息
Front Psychol. 2017 Jul 25;8:1256. doi: 10.3389/fpsyg.2017.01256. eCollection 2017.
Abstract
The rise and spread of the Internet has led to the emergence of a new form of word of mouth (WOM): electronic word of mouth (eWOM), considered one of the most influential informal media among consumers, businesses, and the population at large. Drawing on these ideas, this paper reviews the relevant literature, analyzing the impact of traditional WOM and eWOM in the field of consumer behavior and highlighting the main differences between the two types of recommendations, with a view to contributing to a better understanding of the potential of both.
摘要
互联网的兴起与传播催生了一种新的口碑形式
电子口碑（eWOM），它被视为消费者、企业及广大民众中最具影响力的非正式媒介之一。基于这些观点，本文回顾了相关文献，分析了传统口碑和电子口碑在消费者行为领域的影响，并突出了这两种推荐方式的主要差异，以期有助于更好地理解二者的潜力。
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