Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
5110977 | Australasian Marketing Journal (AMJ) | 2017 | 6 Pages |
Abstract
æ¬æ讨论äºéè¿åçæ£é¢å£ç¢å®£ä¼ ï¼PWOMï¼æ¨å¹¿åç使ç¨æ
åµå¹¶æåºä¸ä¸ªä¿è¿ PWOM çæºå¶ãæ¬æåç°ï¼é£äºå¬è¯´è¿æå
³å¯¹å
¶åçæ£é¢è¯ä»·çåçç¨æ·æä¾ç PWOM å ä¹æ¯æ²¡å¬è¿æ¤ç±»è¯ä»·ç¨æ·ç两åãæ¬ææè®®çä¸ç§ç¹æ®çä¼ ææºå¶--社ä¼æ¾å¤§åææ¡æ¶æ¯äº§çè¿ç§å½±åçåºç¡ãè½ç¶åçæ¯æ¬ç 究çæ ¸å¿ï¼ä½ç论ä¾æ®æ¥èªæ°äº§åæ¨å¹¿ä¸éç¨çå®£ä¼ èµæãæ¬æä»ç»æ°äº§åéç¨ç社ä¼åºç¡ï¼å¹¶è®¤ä¸ºå½é¢å¤ç WOM 触åæ°é¡¾å®¢æ¶ï¼ç¤¾ä¼æ¾å¤§åææ¡æ¶ä¸ä¼ ç»çä¼ æç
æ¨å¹¿æ¨¡å¼å
±åèµ·ä½ç¨ï¼å¯ä¿è¿äº§åçè¿ä¸æ¥éç¨ãæ¬æå©ç¨åçææºãçµå½±ã度åèå°ãé
åºãé¥åºåæè£
åºçç¸å
³ç 究æ°æ®ï¼ä»¥æ说æåçè¯æ®è¯å®äºè¿ç§è§ç¹ãæ¬ææè®®ä»äººçæ¨èå¯ä»¥åºæ¿äº§çæ´ä½³ç PWOMï¼å 为å®ä¸ºå»ºè®®æ¥æ¶è
æä¾äºä¸ä¸ªå®£ä¼ çæ¬ï¼ä»¥ä¾å¨åç»ä¼è¯ä¸ä½¿ç¨ï¼æ¬æ为è¿ç§æ¹æ¡æä¾ç»éªæ¯æã
Related Topics
Social Sciences and Humanities
Business, Management and Accounting
Marketing
Authors
Robert East, Mark Uncles, Jenni Romaniuk, Wendy Lomax,