期刊文献+

负面口碑信息对消费者品牌转换的影响研究 被引量:9

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摘要 在当今社会,口碑传播日益受到营销学者和实践者的重视。但在现有的口碑传播研究中,口碑信息的类型和特征对消费者品牌转换行为的影响还没有得到足够的重视。本文借助精细加工可能性模型和归因理论深入探讨了负面口碑信息类型与特征对消费者品牌转换的影响,以及对企业营销实践的启示。
出处 《市场营销导刊》 2009年第2期55-58,共4页
基金 河北省社会科学基金项目<基于产业集群的河北省区域品牌培育机理及互动关系研究>(项目编号:HB08BYJ016)的阶段性成果
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参考文献6

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同被引文献68

  • 1常昕.网络口碑传播的新模式——微博口碑传播初探[J].新闻天地(下半月刊),2010(11):52-53. 被引量:5
  • 2伍柳,龚振.消费者转换行为发生的原因及应对措施研究[J].商业研究,2005(16):148-151. 被引量:21
  • 3金立印.基于品牌个性及品牌认同的品牌资产驱动模型研究[J].北京工商大学学报(社会科学版),2006,21(1):38-43. 被引量:79
  • 4郭国庆,杨学成.互联网时代的口碑营销及应用策略[J].财贸经济,2006,27(9):56-59. 被引量:82
  • 5迈克尔·所罗门,卢泰宏.消费者行为学[M].北京:电子工业出版社,2006.
  • 6Clemons E.Gao G-D,Hittl,“When Online Re-views Meet Hyper Different-iation:A Study of theCraft Beer Industry”[J].Journal of ManagementInformation System,2006,23(2):149-172.
  • 7Chen,P,S.Wu and J.Yoon,“The Impact of On-line Recommendations and Consumer Feedback onSales”,Proceedings of the International Conferenceon Information Systems,Washington,D.C.,2004,711-724.
  • 8Hu N.,P.A.Pavlou and J.Zhang,“Can Online Re-views Reveal a Product's True Quality?EmpiricalFindings and Analytical Modeling of Online Word-of-Mouth Communication”,Proceedings of the Sev-enth ACM Conference on Electronic Commerce,Ann Arbor,2006,Michigan.
  • 9Dellarocas.C.N.,Awad F.Neveen and X.Zhang,“Exploring the Value of Online Product Reviews inForecasting Sales:The Case of Motion Pictures”,Journal of Interactive Mar-keting,2007,21(4):23-45.
  • 10Chen,P.S.,Wu,S.and Yoon,J.The Impact ofOnline Recommendations and Consumer Feedbackon Sales 25International Conference on Informa-tion Systems,Washington,DC,2004,2004.

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