摘 要
口碑营销是一种通过消费者口口相传传播产品或服务信息的营销策略。本论文旨在探究口碑营销策略对消费者购买决策的影响，并提出相应对策。首先，口碑对认知因素产生影响，消费者更愿意相信他人的真实经验和评价。其次，口碑对情感因素有影响，积极口碑可以增加消费者的信任感与购买意愿。最后，口碑对行为因素产生影响，消费者更有可能根据口碑信息做出购买决策。针对口碑营销策略的影响，企业可以采取积极的口碑营销策略，提供正面的口碑信息，建立良好的口碑管理机制，以及利用社交媒体平台进行口碑传播。通过这些对策，企业可以增强正面口碑的影响力，促进购买决策的形成。
关键词：口碑营销 消费者购买决策 口碑影响
Abstract
Word-of-mouth marketing is a marketing strategy that relies on consumers sharing product or service information through verbal communication. This paper aims to explore the impact of word-of-mouth marketing strategies on consumer purchasing decisions and proposes corresponding countermeasures. Firstly, word-of-mouth influences cognitive factors, as consumers tend to trust others' experiences and evaluations. Secondly, word-of-mouth has an impact on emotional factors, positive word-of-mouth can increase consumer trust and purchase intention. Lastly, word-of-mouth affects behavioral factors, as consumers are more likely to make purchase decisions based on word-of-mouth information. To address the impact of word-of-mouth marketing strategies, companies can adopt proactive word-of-mouth marketing strategies, provide positive word-of-mouth information, establish robust word-of-mouth management mechanisms, and utilize social media platforms for word-of-mouth dissemination. By implementing these strategies, companies can enhance the influence of positive word-of-mouth and promote the formation of purchase decisions.
Keywords: word-of-mouth marketing consumer purchasing decision word-of-mouth influence, word-of-mouth management
目 录
一、引言 1
二、口碑营销策略的理论框架 1
（一）口碑营销的定义和概述 1
（二）口碑营销的分类和特点 2
三、口碑营销策略对消费者购买决策的影响 2
（一）口碑对认知因素的影响 2
（二）口碑对情感因素的影响 3
（三）口碑对行为因素的影响 3
四、口碑营销策略对消费者购买决策影响的对策 4
（一）提供正面口碑信息 4
（二）建立良好的口碑管理机制 4
（三）利用社交媒体平台进行口碑传播 5
五、结论 5
致 谢 7
参考文献 8
