摘要
在网络媒体时代,在线口碑作为一种新型的口碑传播形式,成为消费者购买决策和企业营销的重要信息来源。电商网站如何有效管理在线口碑,已成为学界和业界关注的焦点问题。依据信息传播理论,在线口碑的信息价值主要受信息、信源、信宿和信道等关键特征的影响。文章分别从这四个方面探讨了在线口碑的管理对策与建议:引导口碑内容、增加口碑数量、管理负面口碑、培养意见领袖;鼓励信源发布专业信息和个人信息、加强企业宣传;关注信宿行为差异;提高信息平台的易用性、互动性和可靠性等,为电商企业在线口碑管理提供一定的参考与借鉴。
In the era of online media, online word-of-mouth has become an important source of information for consumers and enterprises as a new form of word-of-mouth. It has become the focus of academia and industry how to effectively manage online word-of-mouth. According to the Information Communication Theory, the value of online word-of-mouth depends on the information content, information sender, information receiver and information channel. This article discusses the management strategies on online word-of-mouth from the above four aspects for E-commerce websites to provide reference, including guiding the content of word-of-mouth, increasing the number of word-of-mouth, managing the negative word-of- mouth, developing the opinion leaders, encouraging the information sender to publish the professional and personal information, strengthening the enterprise propaganda, paying attention to behavioral differences, and improving the availability, sociality and reliability of the information platform.
出处
《企业经济》
CSSCI
北大核心
2017年第9期46-50,共5页
Enterprise Economy
基金
江苏省高校哲学社会科学研究项目"在线口碑
顾客感知价值对电商企业品牌形象的影响效应研究"(项目编号:2017SJB1007)
徐州工程学院校级科研项目"在线评论对消费者品牌信任的影响效应研究"(项目编号:XKY2016108)
关键词
电商网站
在线口碑
信息传播
管理对策
E-commerce websites
online word-of-mouth
information communication
management strategies
