英语原文共 11 页，剩余内容已隐藏，支付完成后下载完整资料
AN OVERVIEW ON TRADITIONAL AND ELECTRONIC
WORD OF MOUTH COMMUNICATION (WOM)
传统与网络口碑传播概论（口碑）
Abstract
摘要
WOM is an informal communication way occurring between consumers about a product, a service or an organization in order to pass their opinion, mostly their delight or dissatisfaction through other people. Customers of some special categories of products and especially services feel obligatory to apply WOM to be wised during pre-purchase period. As WOM importance has been increasing and it has been becoming a critical issue affecting performance of organizations, different studies took their place in the literature .Technological developments boosted the means of WOM communications and introduced online WOM, making it keep its actuality. Although the defnition of WOM is quite simple, unfortunately its context does no. Roles of WOM parties such as sender and receiver, power and retention of the transmitted message, how it affects costumer purchasing process ,how a negative WOM could be transformed to a second chance to augment consumer satisfaction and to improve the quality of the product.
口碑是消费者在产品，服务或组织之间发生的非正式交流方式，以传递他们的意见，内容主要是他们通过其他人发表的喜悦或不满。某些特殊类别的产品特别是服务类的客户在购买前期期间一定会用到口碑。随着口碑重要性的不断增加，它已成为影响组织绩效的关键问题，在不同的研究文献中占据了一席之地。技术发展促进了口碑通信手段的发展并引入了网络口碑，让它能够保持现状。尽管口碑的定义非常简单，但不幸的是没有背景。口碑各方的角色，如发送者和接收者，传输消息的威力和保留，它如何影响消费者购买过程，消极口碑如何转化为第二次提高消费者满意度和提高产品质量的机会。
The aim of this study is to overview different topics that have been already observed related to both traditional and online WOM communications and to consolidate the key, critical and actual belonging issues. Finally, subjects for the future WOM researches will be suggested.
本研究的目的是概述已经观察到的传统和网络口碑通信相关的不同主题，并巩固关键、关键和实际归属问题。最后，提出了未来口碑研究的课题。
Keywords:traditional wom, e-wom, market maven, opinion leader, information seeker, information provider.
关键词：传统口碑，网络口碑，市场营销，意见领袖，信息寻求者，信息提供者。
Increasing Importance of WOM in Marketing
论口碑营销在市场营销中的重要性
WOM activities were arisen in the literature by Whyte in 1954 emphasizing WOM communications for both marketing and consumer behavior disciplines. Katz and Lazarfeld (1955) continued by declaring that “WOM is the most important source of influence in the purchase of household goods and food products”. They (1955) also emphasized the effectiveness of WOM in influencing consumers to switch brand; as “seven times more than newspapers and magazines, four times more than personal selling and twice more than radio advertising” (cited in Brown and Reingen, 1987, p.350).
Whyte在1954年的文献中提出了口碑活动，强调市场营销和消费者行为学科的口碑传播。 Katz和Lazarfeld（1955）继续声称“口碑是影响家庭用品和食品购买的最重要因素”。 他们（1955）也强调了口碑在影响消费者转换品牌方面的有效性; “比报纸和杂志多七倍，比个人销售多四倍，比广播广告多两倍”（引自Brown and Reingen，1987,350页）。
In the following years, other studies have been appeared in order to clarify different impacts of WOM and to provide key inputs to organizations make them able to manage WOM communications strategically within their marketing mix.
在接下来的几年中，为了阐明口碑的不同影响，还出现了其他研究，并为组织提供重要支持，使他们能够在其营销组合中战略性地管理口碑传播。
Dramatic increase in internet created a new form of WOM that is called as e-WOM in a writtenonline format. Consequently, studies directed through online WOM and its comparison with the traditional one.
互联网的大幅增长创造了一种新的口碑形式，被称为网络口碑，采用书面在线形式。因此，本文通过网络口碑的研究以及与传统口碑进行比较。
Two Key Components of Traditional WOM: Opinion Leaders and Market Mavens
传统口碑的两个关键组成部分：意见领袖与市场掠夺
Opinion leaders and market mavens are two important terms to explain the signifcance of WOM in consumer behavior and pre purchase decision-making.
意见领袖和市场专家是解释口碑在消费者行为和预购决策中的重要性的两个重要术语。
Feick and Price (1987) stated different defnitions of opinion leaders that were identifed by several scholars, as follows (p.84):
Feick and Price（1987）陈述了几位学者所认同的意见领袖的不同观点，如下（P.84:）：
First Lazarsfeld, Berelson and Gaudet (1948) identifed opinion leaders as individuals who act as information brokers intervening between mass media sources and opinions and choices of the population. Then Katz and Lazarsfeld (1955) emphasized the existence and importance of opinion leaders. Montgomery and Silk (1971) concluded in opinion leadershiprsquo;s product class specifcation. There is evidence that interest in a number of products can lead to opinion leadership in more than one product category. Midley (1976) had contributed this approach by claiming that product involvement remains the predominant explanation for opinion leadersrsquo; conversation about products. Jacoby and Hoyer (1981) pointed out that in some products categories, opinion leaders appear to be more knowledgeable about and involve with the product class. The implicit assumption in examining the personal influence of opinion leaders is that they are motivated to talk about the product because of their involvement with it.
首先Lazarsfeld, Berelson and Gaudet (1948)认为意见领袖是作为介入大众媒体资源和人口意见和选择的个体信息经纪人。然后Katz and Lazarsfeld (1955)强调意见领袖的存在和重要性。Montgomery and Silk (1971)在意见领袖的产品类别说明中得出结论。有证据表明，对一些产品的兴趣可以产生对多个产品类别的意见领袖。Midley（1976）通过声称产品参与仍然是意见领袖关于产品谈话的主要解释提供了这种方法。Jacoby and Hoyer (1981)指出，在某些产品类别中，意见领袖对该产品类别似乎更加了解和涉及。在考察意见领袖的个人影响时隐含的假设是，因为他们参与了产品，所以他们有动力去谈论产品。
The researchers had been continuing to consider this sight and described another group as early purchasers. The common characteristic of this group is to exert either “a passive or active influence on later purchasers” (Feick and Price, 1987, p.84). This is relevant especially for visible products such as automobiles, that much information can be transmitted simply by product use. In contrast, the active diffusion of information by early adopters is generally thought of as occurring through product-related conversation as opinion leaders and they are also product specifc and there is no gene
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