国内外口碑研究进展与热点分析：基于文献计量的实证

口碑的传播与作用机制一直是研究热点,回顾与分析口碑的相关研究进展,对研究成果的应用和后续研究有重大意义.本文基于Web of Science核心合集与CNKI数据,运用文献计量方法对国内外的口碑研究脉络与热点进行可视化分析.研究发现:国外关于口碑的研究具有明显的阶段性;国内关于口碑研究主要可分为口碑类型、研究视角、口碑研究案例等6方面;国内外研究的共同热点趋势是网络口碑,但是具体研究视角则不一样.最后,本文对口碑研究存在的不足进行了分析并提出相关建议.

Research Progress and Hot Spot Analysis of Word-of-Mouth at Home and Abroad: An Empirical Study Based on Bibliometrics

The communication and mechanism of word-of-mouth has always been a research hotspot. Reviewing and analyzing the research progress of word-of-mouth is of great significance to the application of research results and follow-up research. Based on the core collection of Web of Science and CNKI data, this paper uses bibliometric methods to visually analyze the research context and hot spots of word-of-mouth at home and abroad. The research finds that: the research on word-of-mouth abroad has obvious stages; the domestic research on word-of-mouth can be divided into six aspects which include type of word-of-mouth, the research perspective, the research cases of word-of-mouth and so on ;the common hot spot trend of domestic and foreign research is online word-of-mouth, but the specific research perspective is different. Finally, the paper analyzes the shortcomings of word-of-mouth research and puts forward relevant suggestions.