重庆社会科学

随着数字科技的快速发展,人与人之间的信息交流不再仅仅局限于面对面的口头传播,网络传播开始在人们获知信息的渠道中扮演重要角色,这直接推动了口碑传播的变化与发展。随着信息社会的来临,口碑的传播正在从现实生活延伸至网络平台之上,今天的消费者在购物前不仅能够通过讨论区、留言版、在线聊天等途径采集到之前消费者所提供的相关评论,同时他们也可以在购物后将自己的消费感受分享在网络平台之上,以供后人参考。网络口碑在当前社会中承载着重要的沟通意义和组织意义,具有匿名化、分众化、主动性、引导性等特质。为了更好地促进现代社会的发展与进步,我们迫切需要通过多样化的手段来提升网络口碑的内在品质,提高口碑本身的客观性,并进一步增强其透明度。

With the rapid development of digital technology, communication between people is no longer confined to face-to-face oral forms, andinternet begins to play an important role in obtaining the information, which directly promotes the change and development of word-of-mouth communication. With the advent of the information society,the spread of word of mouth extends to the network platformfrom the real life. Nowadays consumers don 't only collect comments from forums, message boards, online chats and other ways, but also they can share their own shopping experience in the network platform. IWOM(Internet Word of Mouth) has important significance in communication and organizationfor the current society,and anonymity, focus, initiative, guidance are becoming itscharacteristics. In order to promote the development and progress of modern society, we urgently need to improve the quality of IWOM through diversified ways, making it more objective and transparent.