网络口碑传播效应研究

发布时间：2018-04-27 15:56

本文选题：口碑效应 + 网络口碑　；参考：《南京大学》2011年博士论文

【摘要】：口碑效应是指口碑在传播过程中对于其受众所产生的影响、反应和效果,口碑效应最主要表现在其对于消费者购买决策上的影响力和对于企业品牌形象的塑造和损毁能力,由于网络口碑代表了一定群体网民的共同思想、愿望和要求,往往成为个人、企业,乃至社会气候的晴雨表和社会信息的显示器。随着网络技术的不断发展和各种网络平台纷纷涌现(例如BBS、BLOG、SNS等),网络口碑传播颠覆了传统口碑面对面交流的模式,传播过程中若干要素(传播方式、信息表述方式和人际关系状态等)也随之改变,因此对于口碑效应相关要素及其应用等问题需要在新的传播环境中重新探讨。在界定网络口碑以及口碑效应等概念、阐述了相关理论依据(社会影响理论和社会网络理论)的基础上,本文详细地考察了目前网络环境中口碑效应相关研究的进展,主要是对于口碑传播效应相关的各要素进行了梳理,发现已有研究对于口碑传播整个过程中所涉及到的要素(口碑传播方式、口碑表达方式、口碑参与者关系强度)以及在口碑传播过程中所形成的网络结构少有研究,同时几乎没有从企业角度出发利用口碑效应的应用性研究。因此为了弥补网络口碑效应现有研究的不足,本研究主要包括两个部分：第一部分是从用户跟随、跟从效应的角度研究网络口碑效应对消费者效仿行为产生影响的各个要素；第二部分则是从网络反馈机制的角度探讨企业如何从消费者网络口碑效应的反馈过程中提取有用数据和指标从而对于企业品牌评估和形象建设给予指导。第一部分的研究又分别从信息传播角度和人际网络结构角度对于网络口碑效应要素进行展开。在信息传播研究视角中,我们首先通过假设验证的方式提出基于信息传播视角的网络口碑效应相关要素的假设,涉及到传播过程中的信息要素(口碑信息的表达方式)、参与者关系要素(口碑参与者关系强度)和传播手段要素(口碑信息的传播方式),最后通过场景模拟(以开心网平台为例)和网络调研相结合的方式建立2×2×2因子实验从而对于上面所提出的假说进行验证。在人际网络结构研究视角中,我们首先对于独立于传播过程之外的人际网络结构相关要素进行说明,主要包括网络结构中心度要素(Network Centrality)、小团体数目要素(Numbers of Groups)和网络密度要素(Network Density),最后以开心网交流平台为例,通过社会网络分析方法(SNA)对于以上提出的要素进行实证研究。第二部分的研究,首先在界定网络口碑反馈机制及企业品牌评估相关概念、明确网络口碑反馈机制与企业品牌相互关系的基础上,依据第一部分研究得出的若干口碑效应要素建立企业品牌评估指标；其次依据此指标建立一套基于网络口碑反馈机制的品牌评估方案；最后以天涯论坛中颇具争议的奶制品行业口碑为实例进行实证研究,并给出在网络环境中企业品牌管理的一些措施和建议以期对于当前网络环境中企业品牌宣传效果的测量和舆论监管工作提供参考模型和依据。本文的贡献主要包括以下三个方面： (1)研究了传播方式对于口碑效应的影响,将信息技术带来的多元传播方式(一对一传播方式与一对多传播方式)和由网络环境带来的多元信息表达方式(事实型信息表达方式与评价型表达方式)拓展到了口碑效应的研究中,从而可以完善基于信息交流视角的口碑效应研究。 (2)提出了基于人际网络的口碑效应研究视角,将传统对于口碑传播效应的微观个体研究模式拓展到宏观结构层面,从而可以丰富网络口碑传播效应的理论研究。 (3)构建了一套基于口碑反馈机制的企业品牌的评估方案,将侧重于口碑宣传效果的传统研究拓展到口碑反馈机制的实际应用中,从而可以提高企业对于口碑应用的意识和对于品牌管理、危机事件应对的能力。本研究的不足之处在于欠缺对于口碑参与双方多对多的交流方式的考虑,同时缺少关于时间要素对于口碑网络演化和口碑效应影响的研究。由于口碑信息多元性和口碑平台多样性,在后续的实证研究中应该选择各类口碑平台、对各类产品口碑信息进行大样本的对比研究,进一步验证、改进和完善本文提出的口碑效应各要素和基于口碑的品牌评估方案。
[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.

【学位授予单位】：南京大学
【学位级别】：博士
【学位授予年份】：2011
【分类号】：G206.2

【引证文献】