电子口碑可信度影响因素研究综述

doi:10.12052/gdutxb.190059

摘要/Abstract

摘要： 电子口碑对消费者的决策有重要影响，但是由于其发布者的匿名性、发布动机的不确定性等特点，使得电子口碑可信度一直是学者的研究热点.本文首先对电子口碑以及电子口碑可信度的定义进行了界定，然后从传播者角度、口碑信息角度、传播渠道角度、接收者角度、产品类型角度5个方面对电子口碑可信度的影响因素进行了梳理，并对未来研究进行了展望.

关键词: 电子口碑, 在线评论, 口碑可信度, 信源可信度

Abstract: eWOM has an important impact on consumers' decision-making. Due to the anonymity of its publishers and the uncertainty of publishers' motivation, the credibility of eWOM has been a research hotspot for scholars. The definition of electronic word of mouth and its credibility is firstly defined, and the influencing factors on the credibility of electronic word of mouth are sorted out from the perspectives of communicators, information, channels, receivers and product types, and then the future research is prospected.

Key words: electronic word of mouth (eWOM), online comments, comments credibility, source credibility

中图分类号:

F713.55d

莫赞, 柳建华, 魏伟. 电子口碑可信度影响因素研究综述[J]. 广东工业大学学报, 2019, 36(06): 53-58,73.

Mo Zan, Liu Jian-hua, Wei Wei. A Review of the Research on the Influencing Factors of eWOM Credibility[J]. Journal of Guangdong University of Technology, 2019, 36(06): 53-58,73.

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