摘要
在评价理论的视阈下研究电商在线评论话语的态度资源,进而分析消费者发表网络在线评论的动机。同时,将评价理论和社会心理学相结合,探讨企业应该如何根据电商在线评论话语的态度资源制定营销战略,成功实现口碑营销,树立企业产品形象。
From the perspective of evaluation theory,the attitudinal resources in customers’remarks in e-commerce are studied,and then the motivation of consumers to post online comment is analyzed.Meanwhile,how to make marketing strategy according to the attitudinal resources in customers’remarks in e-commerce is discussed with the combination of the evaluation theory and social psychology,thus successfully achieving word-of-mouth marketing,and establishing the product image of the enterprise.
作者
刘娟
LIU Juan(School of foreign languages,Guangdong Baiyun University,Guangzhou 510450,China)
出处
《辽宁工程技术大学学报（社会科学版）》
2020年第4期302-306,314,共6页
Journal of Liaoning Technical University(Social Science Edition)
基金
广东白云学院科研项目(2019BYKYS11)
关键词
电商在线评论
评价系统
态度资源
社会心理学
customers’remarks in e-commerce
evaluation theory
attitudinal resources
social psychology
