| 电子口碑可信度影响因素研究综述 |
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| 引用本文： | 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. |
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| 作者姓名： | 莫赞 柳建华 魏伟 |
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| 作者单位： | 广东工业大学 管理学院,广东 广州,510520 |
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| 基金项目： | 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） |
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| 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.
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| 关 键 词： | 电子口碑 在线评论 口碑可信度 信源可信度 |
| 收稿时间： | 2019-04-29 |
A Review of the Research on the Influencing Factors of eWOM Credibility |
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| 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(6):53-58,73. |
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| Authors: | Mo Zan Liu Jian-hua Wei Wei |
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| Affiliation: | School of Management, Guangdong University of Technology, Guangzhou 510520, China |
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| 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. |
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| Keywords: | electronic word of mouth (eWOM) online comments comments credibility source credibility |
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