【摘要】 消费者之间的口碑传播对消费者的购买行为有巨大的影响作用,随着互联网的发展,网络口碑逐渐成为影响消费者购买行为的重要因素。在影响消费者购买意愿研究中,网络口碑问题也越来越引起学术界的重视。为此,对网络口碑及其相关概念进行了梳理,进而分析了网络口碑质量、数量、可信度及其内容特征对消费者购买意愿的影响,并指出现有研究的不足和未来研究的方向。更多还原

【Abstract】 Word-of-mouth communication among consumers has a huge influence on consumers’ purchasing behavior.With the development of the internet,internet word-of-mouth has gradually become an important factor affecting consumers’ purchasing behavior.In the study of influencing consumers’ purchase intention,the word-of-mouth problem has also attracted more and more attention from the academic community.Therefore,this paper reviews the Internet word-of-mouth and related concepts,analyzes the impact of online word-of-mouth quality,quantity,credibility and content characteristics on consumers’ purchase intention,and then points out the existing research deficiencies and future research directions.更多还原