关键词: 网络口碑,口碑要素,口碑可信度,购买决策

Abstract: At present, the impact of electronic word-of-mouth (e-WOM) on consumers’ purchase decisions has become a hot topic in the field of electronic commerce. The information of e-WOM can effectively reveal consumers’ psychology. This paper firstly introduces e-WOM credibility and constructs a model of consumers’ purchase decisions impacted by B2C platform e-WOM from such five dimensions as volume, dispersion, grading, property and content. Then it makes an in-depth analysis of the e-WOM effect on B2C platform and the impact of e-WOM on consumers’ purchase decisions. The results indicate that the above five elements are significantly and positively correlated with the e-WOM credibility. However, the property of e-WOM has no significant impact on the credibility and consumers’ purchase decisions. The e-WOM credibility plays a partial mediator role between the e-WOM elements and the consumers’ purchase decisions.

Key words: electric word-of-mouth (e-WOM); e-WOM elements; e-WOM credibility; purchase decision