网络口碑和网络交易是适应网络技术迅速发展的一种新的信息传播方式和交易方式;网络口碑与传统口碑具有不同的特点;网络口碑对网络交易的影响越来越突出;企业应采取多种方式努力塑造好自己产品、劳务、品牌等的网络口碑。 Internet word-of-mouth and online transactions are a new way of information dissemination and transaction to adapt to the rapid development of network technology. Internet word-of-mouth and traditional word-of-mouth have different characteristics; Internet word-of-mouth affects network transactions more and more prominently; enterprises should adopt multiple methods. Ways to create a good reputation for Internet products such as products, services and brands.