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| 论文编号： | 5446 | |
| 作者编号： | 2120112451 | |
| 上传时间： | 2013/6/8 9:14:01 | |
| 中文题目： | 口碑结构的动态性和口碑代表性研究——理论建模与实证分析 | |
| 英文题目： | A Study of the Structural Dynamics and Representativeness of Word of Mouth: Analytic Modeling and Empirical Analysis | |
| 指导老师： | 任星耀 | |
| 中文关键字： | 口碑结构，动态规律，理论建模，网络评论代表性 | |
| 英文关键字： | structure of WOM, dynamics, analytic modeling, representativeness of online review | |
| 中文摘要： | 近年来，口碑在管理学界和管理实践界均得到了越来越多的重视。文献回顾显示，已有的相关研究在讨论口碑时，很少对口碑的自身结构进行关注。把握口碑结构性的规律，对于整体性、系统性的理解口碑现象具有重要意义。故而本论文将口碑的结构性规律作为了研究的核心。 本论文共分两个子研究。研究一采用理论数学建模的方法，对于口碑的动态结构进行了探讨。研究二采用实证研究的方法，对于网络口碑中，有用评论的代表性进行了探讨，并发现了购物网站上的有用评论普遍不具备代表性。 本研究的贡献包括：基于认知不协调理论，为口碑的动态规律提出了一种可能性解释；提出了一个考虑了顾客期望的用以分析口碑动态规律理论模型；将企业的营销活动加入口碑的研究中，对于口碑的直接影响和间接影响进行了比较；对于口碑的有用性和代表性进行了区分。 | |
| 英文摘要： | Recently, Word of Mouth (WOM) receives more and more attention from both academics and practitioners. Literature review tells us that there is a lack of focus on WOM structure among existing research. Because of its importance in understanding the concept of WOM holistically and systematically, this thesis takes the structural pattern of WOM as the research topic. This thesis includes two sub-studies. Study 1 discusses dynamic pattern of WOM using analytic models. Study 2 empirically examines the representativeness of helpful reviews, one type of e-WOM, and finds that helpful reviews on shopping websites are lack of representativeness. The contribution of this thesis includes: providing a possible explanation for the dynamic pattern of WOM, based on cognitive dissonance theory; developing a model which can be used to analyze the dynamics of WOM; involving marketing activities into the study of WOM, with a comparison of direct and indirect influence of marketing activities; making a distinction between the helpfulness and the representativeness of WOM. | |
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