Electronic word-of-mouth: a survey from an economics perspective
Electronic word-of-mouth: a survey from an economics perspective
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DOI：
10.1080/13571516.2020.1747853
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发表时间：
2020-03
影响因子：
1.2
通讯作者：
Naoshi Doi;Hitoshi Hayakawa
中科院分区：
文献类型：
--
作者：
Naoshi Doi;Hitoshi Hayakawa
摘要本文回顾了现有的研究调查在线传播的产品和服务，也被称为，电子口碑（eWOM）。论文的前半部分总结了文献中对网络口碑的了解。现有的研究主要涉及营销领域，一般是从营销公司的角度进行。为了从社会福利的角度研究网络口碑，本文后半部分探讨了可能适用于网络口碑的经济学理论框架，特别是社会学习和信号传递理论。我们讨论了这些理论应用于网络口碑的影响，并概述了未来研究的可能方向。
Abstract This paper reviews existing studies investigating online communication on products and services, also known as, electronic word-of-mouth (eWOM). The first half of the paper summaries what is known about eWOM in the literature. Existing studies largely relate to the marketing field and are generally conducted from a marketing firms' point of view. To investigate eWOM from the perspective of social welfare, the latter half of the paper discusses theoretical frameworks of economics that are potentially applicable to the context of eWOM, especially focusing on theories about social learning and signaling. We discuss implications obtained by applying these theories to eWOM and outline possible directions for future research.