论文部分内容阅读
网络平台消费在中国大陆已经走过多年时间,消费者利用网络进行口碑评价收集并由此进行消费是在淘宝网、卓越、亚马逊、当当网等强势网络的覆盖下逐渐形成的一种新的消费行为。文章将虚拟消费社区从虚拟社区中细分出来,对当前的虚拟消费社区口碑传播进行理论与实研分析,为网站管理者、企业提供更清晰的虚拟消费社区口碑传播营销建议。
Consumption of online platform has been going through many years in mainland China. Consumers make use of the internet to conduct word-of-mouth assessment and collect the information. Consumption is a new kind of consumption gradually formed under the coverage of strong networks such as Taobao, Excellence, Amazon and Dangdang behavior. The article subdivides the virtual consumer community from the virtual community, and conducts theoretical and practical analysis of the current virtual consumer community word of mouth communication to provide webmasters and enterprises with clearer marketing advice on word-of-mouth communication in virtual consumer communities.