口碑传播的基本研究取向

口碑传播的基本研究取向一、本文概述Overviewofthisarticle本文旨在深入探讨口碑传播的基本研究取向，分析其在现代社会中的重要性及影响。口碑传播，作为一种古老而有效的信息传播方式，在现代社会中仍然发挥着重要作用。尤其在数字化、网络化的今天，口碑传播的形式和渠道更加多样化，影响力也更为广泛。因此，对口碑传播的基本研究取向进行梳理和总结，对于理解其传播机制、优化传播策略、提升品牌影响力具有重要意义。Thisarticleaimstoexplorethebasicresearchorientationofword-of-mouthcommunication,analyzeitsimportanceandinfluenceinmodernsociety.Wordofmouthcommunication,asanancientandeffectivewayofinformationdissemination,stillplaysanimportantroleinmodernsociety.Especiallyintoday'sdigitalizationandnetworkingera,theformsandchannelsofword-of-mouthcommunicationarebecomingmorediverse,andtheirinfluenceisalsomoreextensive.Therefore,sortingoutandsummarizingthebasicresearchdirectionsofword-of-mouthcommunicationisofgreatsignificanceforunderstandingitscommunicationmechanism,optimizingcommunicationstrategies,andenhancingbrandinfluence.本文将从口碑传播的定义和特点出发，探讨口碑传播在信息传播领域中的地位和作用。接着，本文将对口碑传播的基本研究取向进行详细阐述，包括口碑传播的效果研究、口碑传播的动因研究、口碑传播的过程研究等方面。在此基础上，本文将进一步分析口碑传播的影响因素，如信息内容、传播者特征、接收者特征、传播渠道等。本文将提出优化口碑传播的策略和建议，以期为企业和品牌在口碑传播实践中提供指导。Thisarticlewillexplorethestatusandroleofword-of-mouthcommunicationinthefieldofinformationdissemination,startingfromthedefinitionandcharacteristicsofword-of-mouthcommunication.Next,thisarticlewillelaborateonthebasicresearchorientationofword-of-mouthcommunication,includingthestudyoftheeffectsofword-of-mouthcommunication,thestudyofthemotivesbehindword-of-mouthcommunication,andthestudyoftheprocessofword-of-mouthcommunication.Onthisbasis,thisarticlewillfurtheranalyzetheinfluencingfactorsofword-of-mouthcommunication,suchasinformationcontent,characteristicsofcommunicators,characteristicsofreceivers,andcommunicationchannels.Thisarticlewillproposestrategiesandsuggestionsforoptimizingword-of-mouthcommunication,inordertoprovideguidanceforenterprisesandbrandsinword-of-mouthcommunicationpractice.通过对口碑传播基本研究取向的深入探讨，本文旨在推动口碑传播理论的发展和完善，同时为实践提供有力支持。Throughin-depthexplorationofthebasicresearchorientationofword-of-mouthcommunication,thisarticleaimstopromotethedevelopmentandimprovementofword-of-mouthcommunicationtheory,whileprovidingstrongsupportforpractice.二、口碑传播的理论基础Thetheoreticalbasisofword-of-mouthcommunication口碑传播作为一种重要的信息传播方式，其理论基础深厚且多元。它根植于社会学、心理学、营销学等多个学科领域，通过这些学科的理论支撑，我们得以更深入地理解口碑传播的机制与效果。Wordofmouthcommunication,asanimportantwayofinformationdissemination,hasaprofoundanddiversetheoreticalfoundation.Itisrootedinmultipledisciplinessuchassociology,psychology,andmarketing.Withthetheoreticalsupportofthesedisciplines,wecangainadeeperunderstandingofthemechanismsandeffectsofword-of-mouthcommunication.在社会学视角中，口碑传播被视为一种社会互动的形式。人们通过口碑交流信息，分享经验，建立并维护社会关系。这种社会互动不仅发生在面对面的情境中，也存在于网络空间中，形成了一种独特的社区文化。Fromasociologicalperspective,word-of-mouthcommunicationisseenasaformofsocialinteraction.Peopleexchangeinformation,shareexperiences,andestablishandmaintainsocialrelationshipsthroughword-of-mouth.Thissocialinteractionnotonlyoccursinface-to-facesituations,butalsoexistsincyberspace,formingauniquecommunityculture.心理学则为口碑传播提供了关于个体心理动机和行为决策的解释。口碑信息往往带有情感色彩，能够触发接收者的情感反应，进而影响其态度和行为。个体在接收和处理口碑信息时，也会受到自身认知偏见和社会心理因素的影响。Psychologyprovidesanexplanationforindividualpsychologicalmotivationandbehavioraldecision-makinginword-of-mouthcommunication.Wordofmouthinformationoftencarriesemotionalconnotationsandcantriggertherecipient'semotionalresponse,therebyaffectingtheirattitudeandbehavior.Individualsarealsoinfluencedbytheirowncognitivebiasesandsocialpsychologicalfactorswhenreceivingandprocessingword-of-mouthinformation.营销学则更关注口碑传播在品牌塑造和市场营销中的应用。口碑传播被视为一种低成本、高效率的营销手段，能够有效提升品牌知名度、信任度和美誉度。通过分析口碑传播的内容、渠道和影响力，企业可以制定更有效的营销策略，实现精准营销。Marketingfocusesmoreontheapplicationofword-of-mouthcommunicationinbrandbuildingandmarketing.Wordofmouthcommunicationisseenasalow-costandefficientmarketingmethodthatcaneffectivelyenhancebrandawareness,trust,andreputation.Byanalyzingthecontent,channels,andinfluenceofword-of-mouthcommunication,enterprisescandevelopmoreeffectivemarketingstrategiesandachieveprecisionmarketing.口碑传播的理论基础涉及多个学科领域，这些理论为我们提供了理解口碑传播本质、机制和效果的重要视角。在未来的研究中，我们可以进一步探索这些理论的交叉融合，以更全面地揭示口碑传播的复杂性和多样性。Thetheoreticalfoundationofword-of-mouthcommunicationinvolvesmultipledisciplinaryfields,whichprovideuswithanimportantperspectivetounderstandtheessence,mechanism,andeffectofword-of-mouthcommunication.Infutureresearch,wecanfurtherexplorethecrossfusionofthesetheoriestomorecomprehensivelyrevealthecomplexityanddiversityofword-of-mouthcommunication.三、口碑传播的影响因素Theinfluencingfactorsofword-of-mouthcommunication口碑传播作为一种重要的营销手段，其传播效果受到多种因素的影响。在口碑传播过程中，消费者、产品或服务、传播渠道以及环境等因素都会对其产生影响。Asanimportantmarketingtool,word-of-mouthcommunicationisinfluencedbyvariousfactorsinitseffectiveness.Intheprocessofword-of-mouthcommunication,factorssuchasconsumers,productsorservices,communicationchannels,andtheenvironmentwillallhaveanimpactonit.消费者自身因素在口碑传播中起着至关重要的作用。消费者的满意度、信任度以及他们的社会网络结构都会影响口碑传播的效果。满意的消费者更有可能进行正面口碑传播，而不满意的消费者则可能通过负面口碑传播来发泄不满。消费者的信任度也会影响他们对口碑信息的接受程度，他们更倾向于相信那些他们信任的人提供的口碑信息。同时，消费者的社会网络结构也会影响口碑传播的广度和深度，网络中的关键节点人物往往能够引发更大范围的口碑传播。Consumerfactorsplayacrucialroleinword-of-mouthcommunication.Consumersatisfaction,trust,andtheirsocialnetworkstructureallaffecttheeffectivenessofword-of-mouthcommunication.Satisfiedconsumersaremorelikelytoengageinpositiveword-of-mouthcommunication,whiledissatisfiedconsumersmayventtheirdissatisfactionthroughnegativeword-of-mouthcommunication.Consumertrustalsoaffectstheiracceptanceofword-of-mouthinformation,andtheyaremoreinclinedtotrusttheword-of-mouthinformationprovidedbythosetheytrust.Atthesametime,thesocialnetworkstructureofconsumersalsoaffectsthebreadthanddepthofword-of-mouthcommunication,andkeynodesinthenetworkcanoftentriggeralargerscaleofword-of-mouthcommunication.产品或服务的质量也是影响口碑传播的重要因素。高质量的产品或服务往往能够引发消费者的积极评价和口碑传播，而低质量的产品或服务则可能导致消费者的不满和负面口碑传播。产品或服务的创新性、实用性以及符合消费者需求的程度等因素也会影响口碑传播的效果。Thequalityofproductsorservicesisalsoanimportantfactoraffectingword-of-mouthcommunication.Highqualityproductsorservicescanoftentriggerpositivefeedbackandword-of-mouthamongconsumers,whilelow-qualityproductsorservicesmayleadtoconsumerdissatisfactionandnegativeword-of-mouthdissemination.Theinnovation,practicality,anddegreetowhichproductsorservicesmeetconsumerneedscanalsoaffecttheeffectivenessofword-of-mouthcommunication.再次，口碑传播的渠道也会影响其传播效果。口碑传播可以通过人际传播、网络传播等多种渠道进行。不同的传播渠道具有不同的特点和优势，对口碑传播的效果也会产生不同的影响。例如，人际传播具有亲密度高、信任度强的特点，而网络传播则具有传播速度快、覆盖范围广的优势。因此，在选择口碑传播渠道时，需要根据产品或服务的特点以及目标消费者的特点来进行选择。Onceagain,thechannelsofword-of-mouthcommunicationwillalsoaffectitsdisseminationeffectiveness.Wordofmouthcanbespreadthroughvariouschannelssuchasinterpersonalcommunicationandonlinecommunication.Differentcommunicationchannelshavedifferentcharacteristicsandadvantages,whichwillalsohavedifferentimpactsontheeffectivenessofword-of-mouthcommunication.Forexample,interpersonalcommunicationhasthecharacteristicsofhighintimacyandstrongtrust,whileonlinecommunicationhastheadvantagesoffastdisseminationspeedandwidecoverage.Therefore,whenchoosingword-of-mouthchannels,itisnecessarytochoosebasedonthecharacteristicsoftheproductorserviceandthecharacteristicsofthetargetconsumers.环境因素也会对口碑传播产生影响。例如，文化背景、社会制度等因素都会影响消费者对口碑信息的接受程度和传播意愿。在不同的文化背景下，人们对口碑信息的认知和评价可能存在差异；而在不同的社会制度下，口碑传播的方式和效果也可能受到一定的限制。Environmentalfactorscanalsohaveanimpactonword-of-mouthcommunication.Forexample,culturalbackground,socialsystem,andotherfactorscanaffectconsumers'acceptanceandwillingnesstodisseminateword-of-mouthinformation.Indifferentculturalbackgrounds,theremaybedifferencesinpeople'sperceptionandevaluationofword-of-mouthinformation;Underdifferentsocialsystems,themethodsandeffectsofword-of-mouthcommunicationmayalsobesubjecttocertainlimitations.口碑传播的效果受到多种因素的影响。在进行口碑营销时，需要综合考虑消费者、产品或服务、传播渠道以及环境等因素的影响，以制定更有效的营销策略。也需要密切关注口碑传播过程中的变化和挑战，及时调整策略以适应市场变化。Theeffectivenessofword-of-mouthcommunicationisinfluencedbyvariousfactors.Whenconductingword-of-mouthmarketing,itisnecessarytocomprehensivelyconsidertheinfluenceoffactorssuchasconsumers,productsorservices,communicationchannels,andtheenvironmentinordertodevelopmoreeffectivemarketingstrategies.Itisalsonecessarytocloselymonitorthechangesandchallengesintheprocessofword-of-mouthcommunication,andadjuststrategiesinatimelymannertoadapttomarketchanges.四、口碑传播的效果Theeffectofword-of-mouthcommunication口碑传播作为一种非正式的、人际间的信息传播方式，其效果在传统营销和现代社交媒体时代都受到了广泛的关注。口碑传播的效果主要体现在以下几个方面：Wordofmouthcommunication,asaninformalandinterpersonalwayofinformationdissemination,hasreceivedwidespreadattentioninbothtraditionalmarketingandmodernsocialmediaera.Theeffectivenessofword-of-mouthcommunicationismainlyreflectedinthefollowingaspects:影响消费者购买决策：口碑传播对消费者的购买决策有着显著的影响。正面的口碑可以增强消费者的购买意愿，而负面的口碑则可能导致消费者避免购买。研究表明，消费者更倾向于相信口碑信息，因为它被认为是真实和可靠的。Impactonconsumerpurchasingdecisions:word-of-mouthcommunicationhasasignificantimpactonconsumerpurchasingdecisions.Positiveword-of-mouthcanenhanceconsumerwillingnesstopurchase,whilenegativeword-of-mouthmayleadconsumerstoavoidmakingpurchases.Researchshowsthatconsumersaremoreinclinedtobelieveinword-of-mouthinformationbecauseitisconsideredtrueandreliable.塑造品牌形象：口碑传播对品牌形象的影响不容忽视。通过口碑传播，消费者可以了解品牌的优点和缺点，从而形成对品牌的整体印象。正面的口碑有助于提升品牌形象，而负面的口碑则可能损害品牌的声誉。Shapingbrandimage:Theimpactofword-of-mouthcommunicationonbrandimagecannotbeignored.Throughword-of-mouthcommunication,consumerscanunderstandthestrengthsandweaknessesofabrand,therebyforminganoverallimpressionofthebrand.Positiveword-of-mouthhelpstoenhancebrandimage,whilenegativeword-of-mouthmaydamagebrandreputation.扩大市场影响力：口碑传播具有病毒式传播的特点，一条口碑信息可以在人际网络中迅速扩散，从而扩大市场影响力。这种传播方式不需要大量的广告投入，但却能达到良好的传播效果。Expandingmarketinfluence:word-of-mouthcommunicationhasthecharacteristicofviraltransmission,andapieceofword-of-mouthinformationcanquicklyspreadininterpersonalnetworks,therebyexpandingmarketinfluence.Thiscommunicationmethoddoesnotrequirealargeamountofadvertisinginvestment,butitcanachievegoodcommunicationeffects.提供反馈和改进机会：口碑传播为企业提供了宝贵的反馈和改进机会。通过收集和分析口碑信息，企业可以了解消费者的需求和期望，从而调整产品或服务策略，提升竞争力。Providefeedbackandimprovementopportunities:word-of-mouthcommunicationprovidesvaluablefeedbackandimprovementopportunitiesforenterprises.Bycollectingandanalyzingword-of-mouthinformation,companiescanunderstandconsumerneedsandexpectations,adjustproductorservicestrategies,andenhancecompetitiveness.在社交媒体时代，口碑传播的效果得到了进一步的强化。社交媒体平台使得口碑信息更容易被传播和分享，同时也为企业提供了更多的机会来监测和分析口碑动态。因此，企业应当重视口碑传播的效果，通过优化产品和服务质量，积极回应消费者的反馈，来提升口碑传播的正面效果，从而增强市场竞争力。Intheeraofsocialmedia,theeffectivenessofword-of-mouthcommunicationhasbeenfurtherstrengthened.Socialmediaplatformsmakeword-of-mouthinformationeasiertospreadandshare,whilealsoprovidingenterpriseswithmoreopportunitiestomonitorandanalyzeword-of-mouthdynamics.Therefore,enterprisesshouldattachimportancetotheeffectivenessofword-of-mouthcommunication,optimizeproductandservicequality,activelyrespondtoconsumerfeedback,andenhancethepositiveeffectofword-of-mouthcommunication,therebyenhancingmarketcompetitiveness.五、口碑传播的研究方法Researchmethodsofword-of-mouthcommunication口碑传播的研究方法多种多样，它们基于不同的理论框架和研究目的，从而提供了对口碑传播现象的全面理解。这些研究方法主要可以划分为定性研究和定量研究两大类。Therearevariousresearchmethodsforword-of-mouthcommunication,whicharebasedondifferenttheoreticalframeworksandresearchobjectives,providingacomprehensiveunderstandingofthephenomenonofword-of-mouthcommunication.Theseresearchmethodscanbemainlydividedintotwocategories:qualitativeresearchandquantitativeresearch.定性研究是口碑传播研究中的重要手段，它主要关注于理解口碑传播过程中的深层含义和动机。常用的定性研究方法包括深度访谈、焦点小组、案例研究等。深度访谈可以揭示消费者对产品或服务的真实感受，以及他们如何将这些感受通过口碑传播给他人。焦点小组则有助于理解口碑传播在特定社会群体中的动态和影响因素。案例研究则可以对某一具体的口碑传播事件进行深入剖析，从而揭示其背后的社会、心理和行为因素。Qualitativeresearchisanimportanttoolinthestudyofword-of-mouthcommunication,whichmainlyfocusesonunderstandingtheunderlyingmeaningsandmotivationsintheprocessofword-of-mouthcommunication.Commonqualitativeresearchmethodsincludein-depthinterviews,focusgroups,casestudies,etc.Indepthinterviewscanrevealconsumers'truefeelingsaboutproductsorservices,aswellashowtheyspreadthesefeelingstoothersthroughword-of-mouth.Focusgroupshelptounderstandthedynamicsandinfluencingfactorsofword-of-mouthcommunicationwithinspecificsocialgroups.Casestudiescanprovidein-depthanalysisofaspecificword-of-mouthevent,therebyrevealingthesocial,psychological,andbehavioralfactorsbehindit.定量研究则主要是通过大样本的数据收集和分析，来揭示口碑传播的普遍规律和影响因素。常用的定量研究方法包括问卷调查、实验法、网络数据挖掘等。问卷调查可以大规模地收集消费者对产品或服务的评价和传播行为，从而揭示口碑传播的一般特征。实验法则可以通过控制变量来观察口碑传播的效果，从而揭示各种因素对口碑传播的影响。网络数据挖掘则可以利用大数据技术分析网络上的口碑传播行为，从而揭示口碑传播在网络环境下的新特点和新规律。Quantitativeresearchmainlyrevealsthegeneralpatternsandinfluencingfactorsofword-of-mouthtransmissionthroughthecollectionandanalysisoflargesampledata.Commonquantitativeresearchmethodsincludequestionnairesurveys,experimentalmethods,andonlinedatamining.Questionnairesurveyscancollectconsumerevaluationsandcommunicationbehaviorsaboutproductsorservicesonalargescale,therebyrevealingthegeneralcharacteristicsofword-of-mouthcommunication.Theexperimentalrulecanobservetheeffectofword-of-mouthcommunicationbycontrollingvariables,therebyrevealingtheinfluenceofvariousfactorsonword-of-mouthcommunication.Networkdataminingcanusebigdatatechnologytoanalyzethebehaviorofword-of-mouthcommunicationontheinternet,therebyrevealingnewcharacteristicsandlawsofword-of-mouthcommunicationinthenetworkenvironment.无论是定性研究还是定量研究，都有其独特的优点和局限性。因此，在口碑传播的研究中，我们应该结合具体的研究目的和问题，选择最合适的研究方法，以便更好地揭示口碑传播的规律和影响因素，为企业制定有效的口碑营销策略提供理论支持和实践指导。Bothqualitativeandquantitativeresearchhavetheiruniqueadvantagesandlimitations.Therefore,inthestudyofword-of-mouthcommunication,weshouldcombinespecificresearchobjectivesandissues,choosethemostsuitableresearchmethod,inordertobetterrevealthelawsandinfluencingfactorsofword-of-mouthcommunication,andprovidetheoreticalsupportandpracticalguidanceforenterprisestoformulateeffectiveword-of-mouthmarketingstrategies.六、口碑传播的未来研究方向Futureresearchdirectionsofword-of-mouthcommunication随着社会的快速发展和科技的日新月异，口碑传播作为一种重要的信息传播方式，其研究价值和影响力日益凸显。尽管在过去的几十年里，口碑传播已经得到了广泛的研究，但仍有许多未知的领域和挑战等待我们去探索。Withtherapiddevelopmentofsocietyandtherapidadvancementoftechnology,word-of-mouthcommunication,asanimportantwayofinformationdissemination,hasincreasinglyhighlighteditsresearchvalueandinfluence.Althoughword-of-mouthcommunicationhasbeenextensivelystudiedinthepastfewdecades,therearestillmanyunknownfieldsandchallengeswaitingforustoexplore.口碑传播与网络社交媒体的结合将是未来的一个重要研究方向。随着网络社交媒体的普及，口碑传播的方式和效果都发生了显著的变化。如何理解和把握这种变化，如何有效地利用社交媒体进行口碑传播，将是我们需要深入研究的问题。Thecombinationofword-of-mouthcommunicationandonlinesocialmediawillbeanimportantresearchdirectioninthefuture.Withthepopularizationofonlinesocialmedia,thewaysandeffectsofword-of-mouthcommunicationhaveundergonesignificantchanges.Howtounderstandandgraspthischange,andhowtoeffectivelyutilizesocialmediaforword-of-mouthcommunication,willbetheproblemthatweneedtoconductin-depthresearch.口碑传播与大数据的结合也将是一个值得研究的方向。大数据技术的应用可以帮助我们更深入地理解口碑传播的过程和机制，更准确地预测口碑传播的效果，从而为我们提供更有效的口碑传播策略。Thecombinationofword-of-mouthcommunicationandbigdatawillalsobeaworthwhileresearchdirection.Theapplicationofbigdatatechnologycanhelpusgainadeeperunderstandingoftheprocessandmechanismofword-of-mouthcommunication,predicttheeffectivenessofword-of-mouthcommunicationmoreaccurately,andprovideuswithmoreeffectiveword-of-mouthcommunicationstrategies.口碑传播在跨文化背景下的研究也将是一个重要的方向。随着全球化的推进，口碑传播在不同文化背景下的差异和共性将是我们需要深入探索的问题。Thestudyofword-of-mouthcommunicationincross-culturalcontextswillalsobeanimportantdirection.Withtheadvancementofglobalization,thedifferencesandcommonalitiesofword-of-mouthcommunicationindifferentculturalbackgroundswillbeaproblemthatweneedtoexploreindepth.口碑传播对消费者行为的影响也是一个值得持续关注的研究方向。口碑传播不仅会影响消费者的购买决策，还会影响消费者的品牌认知、态度和行为。因此，我们需要更深入地研究口碑传播对消费者行为的影响机制，以便更好地利用口碑传播来引导消费者行为。Theimpactofword-of-mouthcommunicationonconsumerbehaviorisalsoaresearchdirectionworthcontinuousattention.Wordofmouthnotonlyaffectsconsumers'purchasingdecisions,butalsotheirbrandawareness,attitude,andbehavior.Therefore,weneedtodelvedeeperintotheimpactmechanismofword-of-mouthcommunicationonconsumerbehavior,inordertobetterutilizeword-of-mouthcommunicationtoguideconsumerbehavior.口碑传播的未来研究方向将涉及多个领域和层面，需要我们不断学习和探索。只有不断深入研究和理解口碑传播，我们才能更好地利用它，为社会发展做出更大的贡献。Thefutureresearchdirectionsofword-of-mouthcommunicationwillinvolvemultiplefieldsandlevels,requiringustocontinuouslylearnandexplore.Onlythroughcontinuousin-depthresearchandunderstandingofword-of-mouthcommunicationcanwebetterutilizeitandmakegreatercontributionstosocialdevelopment.七、结论Conclusion口碑传播作为一种古老而又充满活力的传播方式，在现代社会中仍然扮演着举足轻重的角色。通过对口碑传播的基本研究取向进行梳理和探讨，我们可以发现，无论是从传播学、心理学、社会学还是营销学的角度，口碑传播都展现出了其独特的魅力和价值。Wordofmouthcommunication,asanancientanddynamicwayofcommunication,stillplaysacrucialroleinmodernsociety.Bysortingoutandexploringthebasicresearchdirectionsofword-of-mouthcommunication,wecanfindthatfromtheperspectivesofcommunication,psychology,sociology,andmarketing,word-of-mouthcommunicationhasdemonstrateditsuniquecharmandvalue.从传播学的视角来看，口碑传播以其独特的双向互动性和信息真实性，在信息传播过程中发挥着不可替代的作用。口碑传播不仅仅是一种信息的传递，更是一种信任的建立和维护。在口碑传播中，信息的发送者和接收者之间存在着一种紧密的社会关系，这种社会关系为信息的真实性和可信度提供了有力的保障。Fromtheperspectiveofcommunicationstudies,word-of-mouthcommunicationplaysanirreplaceableroleintheprocessofinformationdisseminationduetoitsuniquetwo-wayinteractionandinformationauthenticity.Wordofmouthcommunicationisnotonlyameansoftransmittinginformation,butalsoameansofestablishingandmaintainingtrust.Inword-of-mouthcommunication,thereisaclosesocialrelationshipbetweenthesenderandreceiverofinformation,whichprovidesstrongguaranteesfortheauthenticityandcredibilityoftheinformation.从心理学的角度来看，口碑传播能够引发消费者的情感共鸣和认同感，从而影响其购买决策。口碑传播中的信息往往带有强烈的情感色彩，这些情感色彩能够引发消费者的共鸣，使其对产品或服务产生好感，进而产生购买意愿。From