消费者网络口碑推荐意愿提升策略研究——基于心理调节定向视角被引量：15

A Study of Consumer Internet Word-of-Mouth Referral Promotion Strategy--From Regulatory Focus Perspective

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摘要互联网商业时代,网络口碑推荐已成为影响消费者决策的关键要素,这要求企业对其主动管理和应用以促进产品和服务的销售。但企业在实际操作时往往是经验式地随意进行,并没有抓住影响消费者网络口碑推荐意愿的核心问题,导致效果不佳或资源浪费。本文从消费者心理调节定向视角入手,运用调节定向匹配理论深入分析消费者网络口碑推荐的内在机制,指出企业应该精准定位消费者,制定与消费者调节定向相匹配的策略,以提升消费者网络口碑推荐意愿。 Consumer internet word-of-mouth（WOM） referral has become the key element in consumer decision-makingbehavior under internet business circumstance. This requires enterprises to manage and apply consumer internet WOM re-ferral actively so as to promote the sales of products and services. But enterprises do not seize the core of the problem andoften freely base on experience in the actual operation, which leads to low efficiency and wastes of resources. This paper an-alyzes the internal mechanism of consumer internet WOM referral from regulatory focus perspective, and put forward enter-prises should accurately position consumers and make strategy that fit consumers＇ regulatory focus to promote their internet WOM referral willingness.

作者董颖许正良徐东溟

机构地区吉林大学管理学院东北师范大学人文学院昆士兰大学商学院

出处《情报科学》 CSSCI 北大核心 2016年第6期151-154,共4页 Information Science

基金 2015年度北京市社会科学基金青年项目(15SHC030)

关键词调节定向网络口碑推荐意愿提升策略 regulatory focus internet WOM referral willingness promotion strategy

分类号 F713.36 [经济管理—产业经济]

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