网络口碑已经成为影响消费者购物决策的一个重要因素。现有网络口碑影响的研究大多以双重加工理论、归因理论、认知适应理论或负面偏见等理论为基础,从社会临场感和媒介丰富度的视角来研究网络口碑影响的研究还很少。数字、言语和视觉是三种不同格式的网络口碑,它们的组合对应从低到高的媒介丰富程度,本文提出了一个研究模型,来分析网络口碑的媒介丰富度如何影响用户的感知诊断性、系统满意度和决策信心。进一步,我们设计了一个实验,以体验类商品为例来验证研究模型和所提的研究假设,实验结果表明,与“数字”格式的网络口碑相比,提供“数字+言语”格式的网络口碑以及提供“数字+言语+视觉”格式的网络口碑均能改善决策效果,然而,与“数字+言语”格式的网络口碑相比,提供“数字+言语+视觉”格式的网络口碑对决策效果并没有显著改善。这意味着提供更丰富的网络口碑,并不一定总是能得到更好的效果。这一发现为进一步从媒介丰富度视角研究视觉类网络口碑的影响,指明了多个有意义的方向, Internet word of mouth has become an important factor affecting consumer shopping decisions. The existing research on the influence of Internet word-of-mouth is mostly based on the theories of double processing theory, attribution theory, cognitive adaptation theory or negative bias theory. However, there are few researches on the influence of online word-of-mouth from the perspective of social presence and media richness. Digital, speech and visual are three different forms of Internet word-of mouth, and their combination corresponds to a low to high level of media richness. This paper presents a research model to analyze how the media richness of online word of mouth affects the user’s perceptual diagnosis, System Satisfaction and Decision Making Confidence. Furthermore, we design an experiment to verify the research model and the research hypotheses by using the example of experience commodities, and the experimental results show that providing “number + speech ” compared with the online reputation of “digital However, compared with the online word-of-mouth in the ”digital + speech“ format, it provides ”digital + speech + visual "Format of the Internet word of mouth on the decision-making effect has not significantly improved. This means providing richer internet presence does not always result in better results. This discovery points out a number of meaningful directions for further studying the impact of word-of-mouth in visual network from the perspective of media richness,