| 体育品牌电子口碑研究:进展与动态 |
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| 引用本文： | 姚松伯,刘兵.体育品牌电子口碑研究:进展与动态[J].沈阳体育学院学报,2021(2):124-132. |
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| 作者姓名： | 姚松伯 刘兵 |
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| 作者单位： | 上海体育学院经济管理学院;上海大学体育学院 |
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| 基金项目： | 国家社会科学基金项目“我国足球发展与体育强国建设研究”(15BTY029)。 |
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| 摘 要： | 为进一步丰富体育品牌电子口碑的研究内容,促进体育数字经济高质量发展,在借鉴相关业态电子口碑研究的基础上,采用文献资料、逻辑推理等研究方法分析体育品牌电子口碑生成的内在逻辑与演进趋势,归纳体育品牌电子口碑的传播动机、口碑信息、情绪价值、关系质量、信息行为等方面的研究进展,揭示体育品牌电子口碑的研究不足,指出体育品牌电子口碑研究方向:进一步围绕赛事形象、体育消费、虚拟社群、信息平台等方面深入探索。
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| 关 键 词： | 体育品牌电子口碑 体育品牌 电子口碑 研究进展 研究动态 |
E-WOM of Sports Brand:Progress and Trends |
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| YAO Songbo,LIU Bing.E-WOM of Sports Brand:Progress and Trends[J].Journal of Shenyang Sport University,2021(2):124-132. |
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| Authors: | YAO Songbo LIU Bing |
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| Institution: | (School of Economics and Management,Shanghai University of Sport,Shanghai 200438,China;Physical Education College,Shanghai University,Shanghai 200444,China) |
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| Abstract: | In order to further enrich the research content of electronic word-of-mouth(e-WOM)of sports brand and promote the high-quality development of sports digital economy,based on related formats of e-WOM studies,using the methods of literature,logical reasoning and other research methods,this article analyzes the internal logic and evolution trend of e-WOM of sports brand,summarizes the spread motives of e-WOM of sports brand,word-of-mouth information,emotional value,relationship quality,information behavior and other perspectives,reveals the lack of research on e-WOM of sports brand,and puts forward the research direction of e-WOM of sports brand,which should focus on the image of sports event,sports consumption,online communities,information platform and other aspects. |
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| Keywords: | e-WOM of sports brand sports brand e-WOM research progress research trends |
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