摘要
构建企业、竞争对手、网络消费者三方博弈模型,分析三者之间的博弈及其利益的得失,进而分析网络口碑负面推荐形成的原因和机理。研究表明:竞争对手与网络消费者之间具有共同的利益,联盟动力较强,二者的联盟是企业网络口碑负面推荐产生的主要原因;打破竞争对手与网络消费者之间联盟的根本是降低二者选择联盟策略的收益,压缩其博弈空间。
Based on the construction of game model including enterprise,competitors and internet consumers,the gains and losses among enterprise,competitors and internet consumers in the game are discussed.And then the inherent mechanism and causes for occurring negative recommendation of internet word-of-mouth are analyzed.Research shows that cooperative motivation between competitors and internet consumers is strong because o f common interests,their alliance is the main cause for occurring negative recommendation;the most effective measures to break the alliance is to reduce their benefits from the alliance and compress their game space.
出处
《湖南科技大学学报（社会科学版）》
CSSCI
北大核心
2013年第6期66-70,共5页
Journal of Hunan University of Science and Technology(Social Science Edition)
基金
教育部人文社会科学研究规划基金项目(11YJA630124)
湖南省哲学社会科学基金委托项目(11JD27)
湖南省新型工业化研究基地基金项目(E41301
E41310)
关键词
网络口碑
竞争对手
网络消费者
博弈模型
internet word-of-mouth
competitors
internet consumers
game model
