本文選題：口碑效應(yīng) + 網(wǎng)絡(luò)口碑　； 參考：《南京大學(xué)》2011年博士論文

【摘要】：口碑效應(yīng)是指口碑在傳播過程中對(duì)于其受眾所產(chǎn)生的影響、反應(yīng)和效果,口碑效應(yīng)最主要表現(xiàn)在其對(duì)于消費(fèi)者購買決策上的影響力和對(duì)于企業(yè)品牌形象的塑造和損毀能力,由于網(wǎng)絡(luò)口碑代表了一定群體網(wǎng)民的共同思想、愿望和要求,往往成為個(gè)人、企業(yè),乃至社會(huì)氣候的晴雨表和社會(huì)信息的顯示器。隨著網(wǎng)絡(luò)技術(shù)的不斷發(fā)展和各種網(wǎng)絡(luò)平臺(tái)紛紛涌現(xiàn)(例如BBS、BLOG、SNS等),網(wǎng)絡(luò)口碑傳播顛覆了傳統(tǒng)口碑面對(duì)面交流的模式,傳播過程中若干要素(傳播方式、信息表述方式和人際關(guān)系狀態(tài)等)也隨之改變,因此對(duì)于口碑效應(yīng)相關(guān)要素及其應(yīng)用等問題需要在新的傳播環(huán)境中重新探討。 在界定網(wǎng)絡(luò)口碑以及口碑效應(yīng)等概念、闡述了相關(guān)理論依據(jù)(社會(huì)影響理論和社會(huì)網(wǎng)絡(luò)理論)的基礎(chǔ)上,本文詳細(xì)地考察了目前網(wǎng)絡(luò)環(huán)境中口碑效應(yīng)相關(guān)研究的進(jìn)展,主要是對(duì)于口碑傳播效應(yīng)相關(guān)的各要素進(jìn)行了梳理,發(fā)現(xiàn)已有研究對(duì)于口碑傳播整個(gè)過程中所涉及到的要素(口碑傳播方式、口碑表達(dá)方式、口碑參與者關(guān)系強(qiáng)度)以及在口碑傳播過程中所形成的網(wǎng)絡(luò)結(jié)構(gòu)少有研究,同時(shí)幾乎沒有從企業(yè)角度出發(fā)利用口碑效應(yīng)的應(yīng)用性研究。因此為了彌補(bǔ)網(wǎng)絡(luò)口碑效應(yīng)現(xiàn)有研究的不足,本研究主要包括兩個(gè)部分：第一部分是從用戶跟隨、跟從效應(yīng)的角度研究網(wǎng)絡(luò)口碑效應(yīng)對(duì)消費(fèi)者效仿行為產(chǎn)生影響的各個(gè)要素；第二部分則是從網(wǎng)絡(luò)反饋機(jī)制的角度探討企業(yè)如何從消費(fèi)者網(wǎng)絡(luò)口碑效應(yīng)的反饋過程中提取有用數(shù)據(jù)和指標(biāo)從而對(duì)于企業(yè)品牌評(píng)估和形象建設(shè)給予指導(dǎo)。 第一部分的研究又分別從信息傳播角度和人際網(wǎng)絡(luò)結(jié)構(gòu)角度對(duì)于網(wǎng)絡(luò)口碑效應(yīng)要素進(jìn)行展開。在信息傳播研究視角中,我們首先通過假設(shè)驗(yàn)證的方式提出基于信息傳播視角的網(wǎng)絡(luò)口碑效應(yīng)相關(guān)要素的假設(shè),涉及到傳播過程中的信息要素(口碑信息的表達(dá)方式)、參與者關(guān)系要素(口碑參與者關(guān)系強(qiáng)度)和傳播手段要素(口碑信息的傳播方式),最后通過場景模擬(以開心網(wǎng)平臺(tái)為例)和網(wǎng)絡(luò)調(diào)研相結(jié)合的方式建立2×2×2因子實(shí)驗(yàn)從而對(duì)于上面所提出的假說進(jìn)行驗(yàn)證。在人際網(wǎng)絡(luò)結(jié)構(gòu)研究視角中,我們首先對(duì)于獨(dú)立于傳播過程之外的人際網(wǎng)絡(luò)結(jié)構(gòu)相關(guān)要素進(jìn)行說明,主要包括網(wǎng)絡(luò)結(jié)構(gòu)中心度要素(Network Centrality)、小團(tuán)體數(shù)目要素(Numbers of Groups)和網(wǎng)絡(luò)密度要素(Network Density),最后以開心網(wǎng)交流平臺(tái)為例,通過社會(huì)網(wǎng)絡(luò)分析方法(SNA)對(duì)于以上提出的要素進(jìn)行實(shí)證研究。 第二部分的研究,首先在界定網(wǎng)絡(luò)口碑反饋機(jī)制及企業(yè)品牌評(píng)估相關(guān)概念、明確網(wǎng)絡(luò)口碑反饋機(jī)制與企業(yè)品牌相互關(guān)系的基礎(chǔ)上,依據(jù)第一部分研究得出的若干口碑效應(yīng)要素建立企業(yè)品牌評(píng)估指標(biāo)；其次依據(jù)此指標(biāo)建立一套基于網(wǎng)絡(luò)口碑反饋機(jī)制的品牌評(píng)估方案；最后以天涯論壇中頗具爭議的奶制品行業(yè)口碑為實(shí)例進(jìn)行實(shí)證研究,并給出在網(wǎng)絡(luò)環(huán)境中企業(yè)品牌管理的一些措施和建議以期對(duì)于當(dāng)前網(wǎng)絡(luò)環(huán)境中企業(yè)品牌宣傳效果的測量和輿論監(jiān)管工作提供參考模型和依據(jù)。 本文的貢獻(xiàn)主要包括以下三個(gè)方面： (1)研究了傳播方式對(duì)于口碑效應(yīng)的影響,將信息技術(shù)帶來的多元傳播方式(一對(duì)一傳播方式與一對(duì)多傳播方式)和由網(wǎng)絡(luò)環(huán)境帶來的多元信息表達(dá)方式(事實(shí)型信息表達(dá)方式與評(píng)價(jià)型表達(dá)方式)拓展到了口碑效應(yīng)的研究中,從而可以完善基于信息交流視角的口碑效應(yīng)研究。 (2)提出了基于人際網(wǎng)絡(luò)的口碑效應(yīng)研究視角,將傳統(tǒng)對(duì)于口碑傳播效應(yīng)的微觀個(gè)體研究模式拓展到宏觀結(jié)構(gòu)層面,從而可以豐富網(wǎng)絡(luò)口碑傳播效應(yīng)的理論研究。 (3)構(gòu)建了一套基于口碑反饋機(jī)制的企業(yè)品牌的評(píng)估方案,將側(cè)重于口碑宣傳效果的傳統(tǒng)研究拓展到口碑反饋機(jī)制的實(shí)際應(yīng)用中,從而可以提高企業(yè)對(duì)于口碑應(yīng)用的意識(shí)和對(duì)于品牌管理、危機(jī)事件應(yīng)對(duì)的能力。 本研究的不足之處在于欠缺對(duì)于口碑參與雙方多對(duì)多的交流方式的考慮,同時(shí)缺少關(guān)于時(shí)間要素對(duì)于口碑網(wǎng)絡(luò)演化和口碑效應(yīng)影響的研究。由于口碑信息多元性和口碑平臺(tái)多樣性,在后續(xù)的實(shí)證研究中應(yīng)該選擇各類口碑平臺(tái)、對(duì)各類產(chǎn)品口碑信息進(jìn)行大樣本的對(duì)比研究,進(jìn)一步驗(yàn)證、改進(jìn)和完善本文提出的口碑效應(yīng)各要素和基于口碑的品牌評(píng)估方案。
[Abstract]:Word of mouth effect refers to the influence, reaction and effect of word of mouth to its audience in the process of communication. The effect of word of mouth is mainly manifested in its influence on consumer purchase decision and the ability to shape and destroy the brand image of the enterprise. To become a display of the barometer and social information of individuals, enterprises and even social climate. With the continuous development of network technology and the emergence of various network platforms (such as BBS, BLOG, SNS, etc.), the communication of internet word-of-mouth subverts the traditional mode of face to face communication. Therefore, the related factors and applications of word of mouth effect need to be re explored in the new communication environment.
On the basis of the definition of internet word-of-mouth and word of mouth effect, this paper expounds the relevant theoretical basis (social influence theory and social network theory). This paper examines the progress of the research on word-of-mouth effect in the current network environment in detail, mainly combing the factors related to the effect of word of mouth communication, and finding out the existing research. The factors involved in the whole process of word of mouth communication (word of mouth communication, word of mouth expression, the intensity of the relationship between word of mouth participant) and the network structure formed in the process of word of mouth communication are seldom studied. At the same time, there is almost no applied research on the use of word of mouth effect from the perspective of enterprise. There are two parts in the present study. The first part is the study of the factors that affect the customer's emulate behavior from the angle of user following and following the effect. The second part is to discuss the feedback process of how the enterprise is from the consumer network word of mouth effect from the perspective of the network feedback mechanism. We can extract useful data and indicators to give guidance to corporate brand evaluation and image building.
The first part of the study is carried out from the angle of information communication and the interpersonal network structure. In the perspective of information communication, we first put forward the hypothesis of the related elements of the internet word-of-mouth effect based on the information communication perspective, and involve the information in the process of communication. The factors (the expression of word of mouth information), the factor of participants' relationship (the intensity of the relationship between the participants of the word of mouth) and the elements of the communication means (the mode of communication of the word of mouth). Finally, the 2 x 2 x 2 factor experiments are established through the simulation of the scene (as an example of the happy net platform) and the network investigation, so as to verify the hypothesis above. In the perspective of interpersonal network structure, we first explain the related elements of the interpersonal network structure independent of the process of communication, including the Network Centrality, the number of small groups (Numbers of Groups) and the network density element (Network Density), and finally the platform of the happy network communication platform The social network analysis method (SNA) is used to conduct an empirical study on the above elements.
The second part of the study, first of all, on the basis of defining the network word of mouth feedback mechanism and the related concept of enterprise brand evaluation, and on the basis of the relationship between the network word of mouth feedback mechanism and enterprise brand, according to the first part of the study of word of mouth effect factors to establish enterprise brand evaluation index; secondly, based on this index set up a set of network based on this index. In the end, this paper makes an empirical study on the controversial dairy industry word of mouth in Tianya forum as an example, and gives some measures and suggestions on enterprise brand management in the network environment to provide reference for the measurement of the effect of brand publicity and public opinion supervision in the current network environment. Test model and basis.
The contribution of this article mainly includes the following three aspects:
(1) the influence of the mode of communication on the word of mouth effect is studied, and the multiple communication methods (one to one and one to many modes of communication) and the multiple information expression (factual information expression and evaluation expression formula) brought by the information technology are extended to the study of the word of mouth effect. Good research on word of mouth effect based on the perspective of information exchange.
(2) the research perspective of word of mouth effect based on interpersonal network is put forward, and the micro individual research model of the traditional word of mouth effect is extended to the macro structure level, which can enrich the theoretical research on the effect of internet word-of-mouth communication.
(3) a set of enterprise brand evaluation scheme based on word-of-mouth feedback mechanism is constructed, which will focus on the traditional research on the effect of word of mouth publicity to the practical application of word-of-mouth feedback mechanism, which can improve the enterprise's awareness of the application of word of mouth and the ability to deal with the brand management and crisis events.
The deficiency of this study lies in the lack of consideration of many to many ways of communication between the two parties, and the lack of research on the influence of time factors on the evolution of word-of-mouth network and the effect of word-of-mouth effect. Due to the diversity of word of mouth and the diversity of the platform, the various kinds of word of mouth platform should be selected in the follow-up research. The product word of mouth information is compared and studied in a large sample. Further verification is made to improve and improve the various elements of the word-of-mouth effect and the brand evaluation scheme based on word-of-mouth.

【學(xué)位授予單位】：南京大學(xué)
【學(xué)位級(jí)別】：博士
【學(xué)位授予年份】：2011
【分類號(hào)】：G206.2

【引證文獻(xiàn)】

相關(guān)期刊論文 前2條

1 石可法;曹華;;基于社會(huì)網(wǎng)絡(luò)理論的品牌傳播初探[J];廣義虛擬經(jīng)濟(jì)研究;2012年03期

2 章穎;蔣沖;;企業(yè)品牌的微博營銷模式探析[J];商業(yè)時(shí)代;2012年34期

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本文編號(hào)：1811366