在线评论对社交网络中电子口碑采纳的影响研究

为进一步探究电子口碑对消费者购买决策的影响，不仅建立了电商网站中在线评论相关因素与消费者对在线评论本身的采纳行为之间的影响关系，而且构建了在线评论相关因素与消费者对社交网络中电子口碑采纳行为的影响关系。研究发现，评论效价、评论数量、评论评分、评论质量以及来源可信度等因素会显著影响消费者对在线评论有用性和可信度感知的变化，进而不仅正向影响消费者对在线评论的采纳，而且还会显著地影响消费者对社交网络中电子口碑的采纳行为。

Impact of Online Reviews on Adoption of Electronic Word-of-Mouth in Social Networks

For the purpose of further exploration of impact of electronic word-of -mouth on consumers’ purcha-sing decisions, not only have the relationships between the relevant factors of online reviews in the e-commerce site and the adoption of it been developed, but also the relationships between online reviews and the adoption of electronic word-of-mouth in the social networks are established.The results show that the factors of online re-views like valence, number, rating, quality and credibility of the source, will significantly influence consumers’ perceived usefulness and credibility of online reviews, and further influence positively both the consumers’ adop-tion of online reviews, and the consumers’ adoption of electronic word-of-mouth in the social networks.