Year: 2025
Type: article
Abstract: 当前，大数据信息高效的传播方式加速企业网络舆情演化，使其呈现多元化、多样化和情感化特征。在网络技术影响下，消费者之间的互动模式变得更加频繁且复杂，利用数据流量推送，消费者之间不仅交换信息和观点，还借助文字、表情符号、图片及视频等多种形式传达情感。这无形中加剧了企业与消费者之间潜在的对立关系，使得商业主体和消费主体之间的矛盾更加凸显，对企业产生深远影响。因此，研究网络技术影响下消费者传播行为，对制定有效的企业网络舆情应对策略至关重要，这涉及舆情的接收、处理、评价、分享和口碑传播等环节，消费者的每一次互动都影响着企业的声誉和社会认知。At present, the efficient dissemination of big data information accelerates the evolution of enterprise network public opinion, making it diversified, diversified and emotional. Under the influence of network technology, the interaction mode between consumers has become more frequent and complex. Using data traffic push, consumers not only exchange information and opinions, but also convey emotions through text, emojis, pictures and videos. This virtually exacerbates the potential antagonistic relationship between enterprises and consumers, makes the contradiction between commercial subjects and consumer subjects more prominent, and has a far-reaching impact on enterprises. Therefore, it is very important to study consumer communication behavior under the influence of network technology to formulate effective corporate network public opinion response strategies, which involves the reception, processing, evaluation, sharing and word-of-mouth communication of public opinion, and every interaction of consumers affects the reputation and social cognition of enterprises.
Source: E-Commerce Letters
Author: 诗然 兰
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4411281314