| 负面口碑对纺织服装企业的影响 |
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| 引用本文： | 王元华,张玉芳.负面口碑对纺织服装企业的影响[J].北京服装学院学报,2012,32(1):29-34. |
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| 作者姓名： | 王元华 张玉芳 |
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| 作者单位： | 北京服装学院商学院,北京,100029;北京服装学院科技处,北京,100029 |
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| 摘 要： | 口碑传播不仅有利于扩大服装企业品牌的知名度,更重要的是它能极大影响口碑受众的消费行为和态度.本文从负面口碑产生的动机、扩散的原因、接收动机以及传播后果分析其对纺织服装企业的影响,提出纺织服装企业防范负面口碑传播的措施.
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| 关 键 词： | 口碑 负面口碑 纺织服装企业 品牌知名度 |
Effect of Online Negative Word-of-Mouth on Textile Clothing Enterprise |
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| WANG Yuan-hua,ZHANG Yu-fang.Effect of Online Negative Word-of-Mouth on Textile Clothing Enterprise[J].Journal of Beijing Institute of Clothing Technology(Nature Science Edition),2012,32(1):29-34. |
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| Authors: | WANG Yuan-hua ZHANG Yu-fang |
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| Affiliation: | 1.Commercial College,Beijing Institute of Fashion Technology,Beijing 100029,China; 2.Department of Science and Technology,Beijing Institute of Fashion Technology,Beijing 100029,China) |
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| Abstract: | Word-of-mouth is not only beneficial to expand clothing enterprise brand visibility,but also an important source of information that affects consumers＇ attitudes and buying behaviors.Based on analyzing the motives,the cause of spread,receiving motivation and the effect of negative word-of-mouth on textile clothing enterprise,the paper puts forward some measures for textile clothing enterprise to prevent negative work-of-mouth. |
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| Keywords: | word-of-mouth negative word-of-mouth textile clothing enterprise brand visibility |
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