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近年来,网络经济环境环境日益优化,消费者利用互联网对产品、服务或企业发表评论越来越多,进而形成企业网络口碑。网络口碑对消费者的购买决策有着重大影响,因此企业网络口碑管理的意义越来越突出。本文在网络经济环境背景下对网络口碑的消费者传播动机和网络口碑对购买决策的影响进行分析,进而为企业网络口碑的管理提供指导。
In recent years, the network environment has been increasingly optimized economic environment, consumers use the Internet to comment on the product, service or business more and more, and thus the formation of corporate Internet reputation. Internet word-of-mouth has a significant impact on consumers’ purchasing decisions, so the significance of business network word-of-mouth management becomes more and more prominent. This paper analyzes the consumer communication motivation of online word of mouth and the influence of online word of mouth on purchasing decision under the background of network economic environment, and then provides guidance for the management of word of mouth in enterprise network.