A Review of the Research on the Influencing Factors of eWOM Credibility

Mo Zan; Liu Jian-hua; Wei Wei

doi:10.12052/gdutxb.190059

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A Review of the Research on the Influencing Factors of eWOM Credibility

更新时间：2026-05-27

- A Review of the Research on the Influencing Factors of eWOM Credibility
- Vol. 36, Issue 6, Pages: 53-58, 73(2019)
- 作者机构：
  
  广东工业大学　管理学院,广东,广州,510520
- 作者简介：
- 基金信息：
- DOI：10.12052/gdutxb.190059
  CLC： F713.55d
- Online First：28 November 2019，
  
  Published：2019
- 稿件说明：
移动端阅览
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(6): 53-58, 73.

Mo Zan, Liu Jian-hua, Wei Wei. A Review of the Research on the Influencing Factors of eWOM Credibility[J]. 2019, 36(6): 53-58, 73.
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(6): 53-58, 73. DOI： 10.12052/gdutxb.190059.

Mo Zan, Liu Jian-hua, Wei Wei. A Review of the Research on the Influencing Factors of eWOM Credibility[J]. 2019, 36(6): 53-58, 73. DOI： 10.12052/gdutxb.190059.

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.

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.

关键词

Keywords

references

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