CAJ | 학술논문

本文基于拉斯韦尔“五W”模式，对近年国外学术期刊和论文集中发表的旅游网络口碑方面的研究文献进行了系统梳理。这一领域已成为国外学界关注的热点，研究内容主要集中于网络口碑信息发布者的特征及其动机、口碑传播内容偏好、口碑受众的特征及其接受动机、口碑传播渠道和传播效果等方面。研究方法上强调定性和定量分析相结合，注重案例研究和网络实讧研究。
본문기우랍사위이“오W”모식，대근년국외학술기간화논문집중발표적여유망락구비방면적연구문헌진행료계통소리。저일영역이성위국외학계관주적열점，연구내용주요집중우망락구비신식발포자적특정급기동궤、구비전파내용편호、구비수음적특정급기접수동궤、구비전파거도화전파효과등방면。연구방법상강조정성화정량분석상결합，주중안례연구화망락실홍연구。
An analysis of foreign relevant literature from 2004 to 2011 reveals the research on electronic word-of-mouth is becoming a hot topic. The frame of review is based on ＂5W＂ model from Lasswell. Previous studies mainly focus on the following five aspects： providers and motivations, information content preference, seekers and motivations, channels and effects. In terms of study methods, the organic combination of qualitative and quantitative methods is emphasized, especially case study and empirical study.