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1、重慶工商大學碩士學位論文AbstractOnlineConsumerReviewhassalientf-eatlu。e：non．f．a(chǎn)ce．to．f．a(chǎn)ce．a(chǎn)svncbronous，wea：kconnectivitv，concenn?ative，canbestored，etc，OnlinecustomerreviewisnotonlvanimpoIrtantsourceofinf-omlationf．orconsulnerspurchasingdecisions。bu．talsoistheefrectivemarketillgt001sthatenterpris
2、esshouldf-ocusonandmakegooduseof．Accordingtotlle1iteraturesearch，previousstudiesPaidmoreattentiontotherelationshipbet、veencenainvariablesa11dtherewasnocompletedescriptionabouttheinnuencingmech撕smofonlinewordofmouth．Theref．ore，t11isarticleselected也emainformofonlineWoMfOnlineConsumerRev
3、iew)tostudytheinnuencingf．a(chǎn)ctorsandmechanism．FirstlV，readandorganizedomesticandf．oreignliteratureofonlinecustomerreviewsimpactoncons啪erpurchasingdecisions，focusingontheanalysisoftherecentresearchofonlinecustomerreviewsimpactonconsumerpurchasingdecisions．Tbfindabreal(缸oughaJldthestarti
4、ngpointof吐1estudy，laidthenecessa巧theoreticalbasisfbrt11enextsteDoftheresearch．Secondly，basedontheliteraturereseaurch，referencedwiththeexistingrese打chresults，andestablishedtheresearchmodelofonlinecustomerreviewsimpactonconsumerpurchasingdecisions．Thenputfo刑ardtheresearchhypothesesandde
5、signedthequestiollllairefor也einvestigation．Thirdly，t11rou幽onlinequestio皿airesobtain198validquestioIulaires．Thentestthecontextandmodelbvdataanalvsisandreachthef．0110wingconclusions：Customer-Siterelationship，Expertiseofsend，PotencyofReview，QualityofReViewandQuantit)rofReviewhassignifica
6、ntlyPositiverelationshipontheInnuencecustomer’spurchasedecision．ExpeIrtiseofSeekerhassignificantlynegatiVerelationshiponmeInnuencecustomer’spurchasedecision．Finally，accordingtotheconclusionofthestudy，putsforwardthemanagementrecommendationsandmeasuresfortheente印rise：(1)Fromas仃ategicper
7、spectiVe，usingonlinecustomerreViewstoinlplementwordofmouthmarketinge氐．ectiVely；(2)ImproVemestrengthofconsumerreViewspublishingsite，buildme瑚【bership，increasememberbenefits。a11dstrengthenillgoftheroutinemaintenallceofthesite．a(chǎn)Jldthepropermanagementoftheprofile；(3)Exploringthehighexperti
8、seofo
