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网络口碑、感知价值对顾客购买意向的影响研究 被引量:16

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摘要 正向的网络口碑对感知价值有正影响,进而正向影响顾客的购买意向。反之亦然。网络口碑传播是把双刃剑,应正确认识网络口碑传播的特点,平衡传播相关各方利益,这在市场营销中极为重要。
作者 李欣
出处 《河南社会科学》 CSSCI 北大核心 2010年第3期99-101,共3页 Henan Social Sciences
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