【摘要】 从网络口碑的数量、方向、趣味性、时效性四个维度分析网络口碑对在线零售业消费者决策行为的影响.采用调查问卷的方式收集数据并进行统计分析.研究结果显示,网络口碑的数量,网络口碑的方向,网络口碑的趣味性均对消费者的决策有明显的影响,而网络口碑的时效性对消费者决策的影响程度较低.更多还原

【Abstract】 This article analyzes the influence of Internet Word of Mouth on online retail consumers’ decision-making behavior from the quantity,direction,interesting,and timeliness.The research is based on the statistical analysis by questionnaire.The results show that the quantity,the direction,and the interesting of Internet Word of Mouth all have significant impacts on consumers’ decisions.However,timeliness of Internet Word of Mouth has lower influence on consumers’ decisions.更多还原