电子商务网站在线口碑管理对策研究

发布时间：2018-06-20 05:48

本文选题：电商网站 + 在线口碑　；参考：《企业经济》2017年09期

【摘要】：在网络媒体时代,在线口碑作为一种新型的口碑传播形式,成为消费者购买决策和企业营销的重要信息来源。电商网站如何有效管理在线口碑,已成为学界和业界关注的焦点问题。依据信息传播理论,在线口碑的信息价值主要受信息、信源、信宿和信道等关键特征的影响。文章分别从这四个方面探讨了在线口碑的管理对策与建议:引导口碑内容、增加口碑数量、管理负面口碑、培养意见领袖;鼓励信源发布专业信息和个人信息、加强企业宣传;关注信宿行为差异;提高信息平台的易用性、互动性和可靠性等,为电商企业在线口碑管理提供一定的参考与借鉴。
[Abstract]:In the era of online media, as a new form of word-of-mouth communication, online word-of-mouth has become an important source of information for consumers to make purchase decisions and marketing enterprises. How to manage online word-of-mouth effectively has become the focus of academic and industry. According to the theory of information dissemination, the information value of online word-of-mouth is mainly influenced by the key features of information, source, host and channel. This paper discusses the countermeasures and suggestions of online word-of-mouth management from these four aspects: guiding word-of-mouth content, increasing the number of word-of-mouth, managing negative word-of-mouth, cultivating opinion leaders, encouraging Xinyuan to publish professional and personal information, and strengthening enterprise propaganda; Pay attention to the difference of information behavior, improve the ease of use, interactivity and reliability of the information platform, and provide a certain reference and reference for online word-of-mouth management of e-commerce enterprises.
【作者单位】：徐州工程学院管理学院;中国矿业大学管理学院;
【基金】：江苏省高校哲学社会科学研究项目“在线口碑、顾客感知价值对电商企业品牌形象的影响效应研究”(项目编号:2017SJB1007) 徐州工程学院校级科研项目“在线评论对消费者品牌信任的影响效应研究”(项目编号:XKY2016108)
【分类号】：F724.6

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