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在每天生活中人们接触到的繁杂信息及其信息渠道,大概没有任何一个信息渠道的可信度、重要性能与口碑传播相比。在半个世纪之前,美国的传播学家卡茨与拉扎斯菲尔德就已经发现,在美国,口碑传播是人们购买家庭日用品唯一最重要的信息渠道。但目前的口碑传播研究,仅停留在人们的传播内容是什么,而对口碑传播过程中的影响过程,即口碑传播中是谁影响了谁的问题没有解答。
In the daily life of people come across the complex information and its information channels, probably none of the credibility of the information channel, the important performance compared with the word of mouth. Half a century ago, American communicators Katz and Lazarsfeld had discovered that in the United States, word of mouth is the single most important channel for people to buy household goods. However, the research on word-of-mouth communication at present remains only on the content of people’s communication. However, it does not answer the question of who affects who’s communication in the process of word-of-mouth communication.