网络口碑营销研究综述

邵兵家，师蕾，王亚涛

（重庆大学经济与工商管理学院，重庆  400030）

摘要：随着互联网用户的快速增加和电子商务的迅速发展，网络口碑研究日益引起了学术界的重视。本文对CNKI和ISI数据库中167篇网络口碑营销的文献进行了研究主题和研究方法的分析。结果发现，国内在研究内容和理论深度上与国外相比存在明显的滞后。在研究方法上，国内严格意义的学术论文比例小，很少采用实验的方法获取数据。基于研究结论提出未来的研究方向建议。

关键词：电子商务； 网络口碑； 研究主题； 研究方法； 综述

中图分类号：C931.6        文献标识码：A

Review of Internet Word of Mouth Marketing Research

Shao Bingjia, Shi Lei, Wang Yatao

(School of Economocs and Business Administration Chongqing University, Chongqing 400030,China)

Abstract: With the rapid increase of Internet users and rapid development of e-commerce, the research on Internet word of mouth marketing is attracting more and more attentions of the academic. Based on CNKI and the ISI Web database, 167 literature have been analyzed by research topic and research method. The results show that the research content and theoretical depth in domestic are much more slower in comparison with that of foreign countries, there is a small proportion of domestic academic papers are formal or Strict, experimental method is seldom used. Some directions of future research in this field are given based on the findings.

Keywords: E-commerce; Internet Word of Mouth; Research Topic;  Methodology;  Review