摘 要
随着互联网的快速发展，电子商务网站和各类论坛深入到人们生活中去，网
络口碑成为营销的新热点。本论文以网络口碑影响力为研究对象，确定网络口碑
影响力的三个构成因子：网络口碑经济力、网络口碑社会力和网络口碑便捷力；
以网络口碑影响力形成过程为研究角度，从网络口碑传播者特征、网络口碑信息
自身特征、网络口碑接受者特征以及传接双方关系强度四个方面找出网络口碑影
响力的影响因素，具体包括 9 个因素；分别以网络口碑经济力、网络口碑社会力
和网络口碑便捷力为因变量，以网络口碑传播者传播意愿强度、网络口碑传播者
传播能力、网络口碑正向信息强度、网络口碑主观信息强度、网络口碑信息数量、
网络口碑信息质量、网络口碑接受者接受意愿强度、网络口碑接收者接收能力、
传接双方强度为自变量，提出相关理论假设，建立理论模型，通过在线问卷调查
的方法开展数据收集工作，运用 SPSS16.0 软件，针对 283 份有效问卷，运用皮尔
森相关系数、逐步线性回归的方法进行实证检验，探索网络口碑影响力的影响因
素。研究表明 27 个理论假设中获得证实的是 21 个，运用逐步回归分析的方法揭
示了网络口碑影响力与其影响因素的线性回归关系，对相关结论进行了探讨，为
企业塑造网络口碑影响力提出了相关建议，为企业营销决策提供理论指导。
关键词：网络口碑影响力；构成因子；影响因素
Abstract
With the development of Internet, e-commerce website and various forums enter
into people's lives. Internet Word of Mouth(IWOM) becomes the new hot spot
ofmarketing. This thesis is on the research of the Internet Word of Mouth
influence(IWOMI), which includethree component factors: theInternet WOM economic
influence, theIWOM social influence and the IWOM convenient influence; to a research
point of view of the process of IWOMIforming, from theIWOM communicators, the
IWOM information characteristics, the IWOMreceivers, and the relationship
betweencommunicators and receivers, which four aspects to find out the factors of
theIWOMI, including the nine influence factors; we use the IWOM economic
influence, the IWOM social influence and the IWOM convenient influenceas the
dependent variable, whileuse the willingness strength of theInternet
WOM communicators,the capacity of the IWOM
communicators,the IWOM correct intensity,the IWOM subjective intensity,
the quantity of IWOM,the quality of IWOM,the willingness strength of theIWOM
receivers, the capacity of the IWOM receivers, and the relationship
betweencommunicators and receivers as independent variables, to establish a theoretical
model to carry out data collection through the online survey method, using SPSS 16.0
software for283 valid questionnaires were collected, and use the Pearson correlation
coefficient, stepwise linear regression method to empirical testing, to explore the
influencefactors ofIWOMI ,the conclusion shows that 21 theoretical hypotheses were
confirmed in 27, and revealsthe influencing factors of the linear regression relationship
with the use of stepwise regression analysis method. Conclusions are discussed and
some suggestions are given for enterprises to create IWOMI, at last provides theoretical
guidance for the enterprise marketing decision.
Keywords:IWOMI;component factors; influencing factors