电子口碑可信度影响因素研究综述

莫赞; 柳建华; 魏伟

doi:10.12052/gdutxb.190059

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电子口碑可信度影响因素研究综述

综合研究 | 更新时间：2026-05-27

- 电子口碑可信度影响因素研究综述
- A Review of the Research on the Influencing Factors of eWOM Credibility
- 广东工业大学学报 2019年36卷第6期页码：53-58, 73
- 作者机构：
  
  广东工业大学　管理学院,广东,广州,510520
- 作者简介：
  
  莫赞(1962–)，男，教授，博士生导师，主要研究方向为管理信息系统、电子商务
  柳建华(1990–)，男，博士研究生，主要研究方向为消费者行为、神经营销学，E-mail：974919442@qq.com
- 基金信息：
  
  教育部人文社会科学研究基金资助项目(18YJC630034);广东省自然科学基金资助项目(2017A030310466)
- DOI：10.12052/gdutxb.190059
  中图分类号： F713.55d
- 网络首发：2019-11-28，
  
  纸质出版：2019
- 稿件说明：
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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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