| 体育口碑传播研究述评与展望 |
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| 引用本文： | 赵阳.体育口碑传播研究述评与展望[J].体育科研,2024(1):66-77. |
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| 作者姓名： | 赵阳 |
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| 作者单位： | 华东师范大学 经济与管理学院,上海 200062 |
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| 摘 要： | 社交媒体时代,体育内容极易在全球用户间形成口碑传播,体育口碑传播在提升我国文化软实力和国际话语权方面发挥重要作用。基于文献计量方法,旨在梳理体育口碑传播研究的内涵特征和发展脉络,对比国内外研究、体育口碑与口碑的研究,整理体育口碑传播研究的进路框架,以期推动理论研究发展。发现：体育口碑传播研究的特色体现在对无形服务、赞助效果等问题的识别,以及体育形象、具身体验对传播过程的影响等。通过归纳常见的测量方法,本研究提出“口碑传播意愿”和“口碑接收影响”可作为体育口碑传播效果的主要测量维度。基于“前因后果×传接双方×上下层次”的矩阵分析,本研究在体育用户需求与行为模式、体育口碑传播情境化和体育赛事传播与声誉治理方面提出了未来研究的命题与思考。
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| 关 键 词： | 体育口碑传播 体育营销 社交媒体 体育旅游 |
| 收稿时间： | 2023/9/25 0:00:00 |
Review and Prospects of Research on Sport Word-of-Mouth Communication |
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| ZHAO Yang.Review and Prospects of Research on Sport Word-of-Mouth Communication[J].Sports Science Research,2024(1):66-77. |
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| Authors: | ZHAO Yang |
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| Institution: | Faculty of Economics and Management, East China Normal University, Shanghai 200062 , China |
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| Abstract: | In the era of social media, sport content is easier to spread among global users. Therefore, Sport Word-of-Mouth Communication plays an important role in improving China''s cultural soft power and international share-of-voice. Based on bibliometrics methods, this study aims to sort out the development context and connotation characteristics of sport word-of-mouth, compare the research differences at home and abroad, sport word-of-mouth and word-of-mouth, and conclude a research approach of sport word-of-mouth management. It is found that the characteristics of Sport Word-of-Mouth communication are reflected in the emphasis on intangible services, sponsorship effect, and the influence of sport image and physical experience on the communication process. By summarizing the common measurement methods, this study proposes that "word-of-mouth communication intention" and "word-of-mouth reception influence" can be used as the main measurement dimensions of Sport Word-of-Mouth Communication effect. Based on the matrix analysis of "Antecedent & Consequence × Communicator & Receiver × Upper & Lower Levels", this study puts forward the propositions and thinking of future research in the fields of sports user needs and behavior patterns, contextualization of Sport Word-of-Mouth communication, and sports event communication and reputation management. |
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