基于WOS的负面口碑发展之路径分析

摘要

通过引文分析和主路径分析的方法，将Web of Science (WOS)数据库中以负面口碑为主题的文献作为研究对象，研究负面口碑的重要文献与逻辑演化路径。研究发现：Richins (1983)的论文是负面口碑领域中最重要的文献之一，而负面口碑的逻辑演化有三条重要路径，分别是：负面口碑行为、负面口碑动机、抱怨和服务补救。 By using the methods of citation analysis and main path analysis, taking the literature with nega-tive word-of-mouth as the research object in the Web of Science (WOS) database, the important literature and logical evolution path of negative word-of-mouth have been studied. The results reveal that the paper of Richins (1983) plays the most important role in negative word-of-mouth field; and there are three important logical evolution routes: behavior of negative word-of-mouth, motive of negative word-of-mouth, complaint and service recovery.