2006-2011年在线评论研究:主题分析和趋势展望

被引：10

作者：

马艳丽

胡正明

机构：

[1] 山东大学管理学院

来源：

经济与管理评论 | 2012年 / 28卷 / 06期

关键词：

在线评论; 网络口碑; 消费者行为; 研究主题;

D O I：

10.13962/j.cnki.37-1486/f.2012.06.021

中图分类号：

F49 [信息产业经济]; F274 [企业供销管理];

学科分类号：

1201 ;

摘要：

在线评论作为新的网络口碑形式成为企业和消费者决策的重要信息来源,在理论和实践方面备受关注。基于Web of Science数据库2006-2011年在线评论相关文献的梳理和归纳,得出当前在线评论研究主题集中于在线评论对销售绩效、营销策略和消费者购买行为的影响,在线评论特征和在线评论信息挖掘方法五个方面。但总体而言,现有的研究还处于起步阶段,涉及的行业较狭窄,研究结论的普遍性还有待进一步深入。

引用

页码：69 / 75

页数：7

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