网络口碑有用性的影响因素:一个文献综述

Influence Factors of Usefulness of Online Word-of-Mouth: A Literature Review

中文关键词:  网络口碑  口碑有用性  口碑长度  口碑效价

英文关键词:online word-of-mouth  usefulness of word-of-mouth  length of word-of-mouth  effect of word-of-mouth

中文摘要:

      网络口碑已经成为消费者购买产品或服务的重要依据,“消费者认为什么样的网络口碑更有用”成为研究的热点问题。在梳理国内外关于网络口碑有用性影响因素研究文献的基础上,从发送者因素、内容因素、产品/服务因素、接收者因素四个方面归纳了网络口碑有用性的影响因素理论模型,最后总结并展望了未来的研究方向。

英文摘要:

      Online word-of-mouth has become one of the most important references for modern consumers to purchase products or service.Thus it has become a hot research issue.Based on combing the related literature on usefulness of internet public opinions, this paper gives a summary of influence factors of usefulness of online word-of-mouth through four aspects:reviewer factors, content factors, product/service factors and recipient factors. Finally,it makes a conclusion and points out the direction for the future research. 