负面网络口碑对消费者品牌转换行为的影响研究.pdfVIP

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2019-09-15 发布于湖北
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负面网络口碑对消费者品牌转换行为的影响研究.pdf

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目录 1 绪论 ···························································································································1 1.1 研究背景 ······································································································1 1.2 研究意义 ······································································································2 1.2.1 理论意义 ·····························································································2 1.2.2 现实意义 ·····························································································3 1.3 研究思路及内容 ···························································································3 1.3.1 研究思路 ·····························································································3 1.3.2 研究内容 ·····························································································4 1.4 研究方法 ······································································································5 1.5 可能的创新点 ·······························································································5 2 理论基础 ···················································································································7 2.1 口碑相关概念 ·······························································································7 2.1.1 口碑 ····································································································7 2.1.2 网络口碑 ·····························································································8 2.1.3 负面网络口碑 ·····················································································9 2.2 传统口碑与网络口碑的异同 ··········································