【摘要】 网络口碑的盛行引起了消费者和营销者的关注,口碑营销也借助网络口碑得到了新的发展。网络口碑影响力的大小和网络口碑营销的成功与否主要取决于网络口碑可信度的高低。通过实证研究,本文发现消费者和信息发布者的关系强度、消费者对于网络口碑传播平台的依赖程度、消费者感知的网站有用性、消费者感知的风险程度和消费者的信任倾向都显著正向影响消费者的网络口碑可信度。更多还原

【Abstract】 Online word-of-mouth marketing is used by many companies.The effect of online word-of-mouth(OWOM) is influenced by OWOM credibility.Factors Influencing OWOM credibility include relation intensity between consumers and websites,reliability to website and internet,usefulness of website,search effect and trust inclination.更多还原