北京工商大学学报
(
社会科学版
)摇 摇 摇 摇 2015
年
摇
第
2
期
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Influence Factors of Usefulness of Online Word鄄of鄄Mouth
:
A Literature Review
WANG Xuhui
1
, ZHANG Qilin
1
& DAI Hezhen
2
(
1. School of Business Administration
,
Dongbei University of Finance and Economics
,
Dalian
,
Liaoning 116025
,
China
;
2. Dalian Xigang Sub鄄branch
,
China Construction Bank
,
Dalian
,
Liaoning 116011
,
China
)
Abstract
: Online word鄄of鄄mouth has become one of the most important references for modern consumers to purchase prod鄄
ucts or service. Thus it has become a hot research issue. Based on combing the related literature on usefulness of internet public o鄄
pinions, this paper gives a summary of influence factors of usefulness of online word鄄of鄄mouth through four aspects: reviewer fac鄄
tors, content factors, product / service factors and recipient factors. Finally,it makes a conclusion and points out the direction for
the future research.
Key Words
: online word鄄of鄄mouth; usefulness of word鄄of鄄mouth; length of word鄄of鄄mouth; effect of word鄄of鄄mouth
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