Review of Word of Mouth Spread Impact Mechanism

摘要：

On the study of Word of mouth impact mechanism, this paper mainly combed the previous literature of influencing factors and their mutual relations of Word of mouth different spread effect, including three parts: study of traditional word of mouth spread impact mechanism; study of internet word of mouth spread impact mechanism; study of negative word of mouth spread impact mechanism. Through the analysis of above three aspects, grasp the lack of research results of the previous word of mouth impact mechanism, and find the direction of further study on the spread mechanisms of word of mouth.

关键词： Word of mouth Internet word of mouth Impact mechanism

作者: BI Jidong

作者单位: School of Business Administration, Shandong University of Finance and Economics, P.R.China, 250014

会议类型: 国际会议

会议名称: 2012 Exchange Conference--International Marketing Science and Information Technology(2012 国际营销科学与信息技术大会)

会议地点: 长沙

会议语种:英文

页码: 71-75

在线出版日期: 2012-06-02（万方平台首次上网日期，不代表论文的发表时间）