在线口碑和产品销售动态对电影行业的实证调查_学位论文.doc

毕业论文外文翻译 题　　目：网络口碑效应研究——基于消费者购买决策视角的探索　　　　　　　　　　　　　　 一、外文原文 标题：The dynamics of online word-of-mouth and product sales—An empirical investigation of the movie industry 原文： Introduction Word-of-mouth (WOM) has been recognized as one of the most influential resources of information transmission since the beginning of human society (Godes and Mayzlin 2004; Maxham and Netemeyer 2002; Reynolds and Beatty 1999). However, conventional interpersonal WOM communication is only effective within limited social contact boundaries, and the influence diminishes quickly over time and distance (Bhatnagar and Ghose 2004; Ellison and Fudenberg 1995). The advances of information technology and the emergence of online social network sites have profoundly changed the way information is transmitted and have transcended the traditional limitations of WOM (Laroche et al. 2005). The otherwise fleeting WOM targeted to one or a few friends has been transformed into enduring messages visible to the entire world. As a result, online WOM plays an increasingly significant role in consumer purchase decisions. Online WOM presents both challenges and opportunities to retailers. On the one hand ,WOM provides an alternative source of information to consumers, thus reducing retailers’ ability to influence these consumers through traditional marketing and advertising channels. Prior studies show that a variety of aspects of WOM influence retail sales. Some found that WOM dispersion (Godes and Mayzlin 2004) and valence (Chevalier and Mayzlin 2006; Forman, Ghose, andWiesenfeld 2008) have significant effects on product sales, while others found that WOM volume serves as the key driver of product sales (Chen, Wu, and Yoon 2004; Liu 2006). On the other hand, online WOM provides a new venue for retailers to reach consumers and to strategically influence consumer opinions. Anecdotal evidence has surfaced in recent years suggesting that online WOM could be successfully leveraged as a new marketing tool (Dellaroc