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随着互联网技术的日益发达,网民数量激增,网络口碑在顾客购买决策方面的影响效用越来越显著。在线客户评论作为一种重要的网络口碑传播方式越来越受到企业的重视。不同于以往从实证的角度对在线客户评论影响因素进行研究的文献,本文从在线客户评论的网络传播机制出发,构建在线客户评论的口碑传播模型。而后本文通过Swarm平台进行模拟仿真,主要研究了论坛作为个体在口碑传播中所起到的作用,为网络口碑的研究提供新的思路。本文研究发现在线客户评论的影响机制和因素,为企业更好的开展网络口碑营销提供借鉴。
With the development of Internet technology, the number of Internet users surges and the influence of Internet word-of-mouth on customer purchase decision-making becomes more and more obvious. Online customer reviews as an important means of communication network word of mouth more and more attention by enterprises. Different from the previous literature that studies the influencing factors of online customer reviews from an empirical point of view, this paper constructs a word-of-mouth communication model of online customer reviews based on the online communication mechanism of online customer reviews. Afterwards, this paper carries on the simulation through the Swarm platform, and mainly studies the function of the forum as an individual in the word of mouth communication, and provides a new way for the study of word-of-mouth. This paper finds out the mechanism and factors influencing the online customer reviews and provides a reference for enterprises to better develop their online word-of-mouth marketing.