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An Integrated Research Framework for Effect of EWOM

  • Jie Li EMAIL logo , Wenyi Xue , Fang Yang and Yakun Li
Published/Copyright: September 17, 2017
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Abstract

With the development of the electronic commerce, the electronic word-of-mouth (eWOM) has become important reference information for consumer shopping. EWOM has attracted considerable interest from researchers in the past decade. In this paper, a research review is conducted and an integrated framework is proposed on the effect of eWOM. The effect of eWOM are influenced by its characteristics, communicators, and other factors. The characteristics of eWOM include the source, the volume and the valence. The communicators of eWOM refer to the sender, the receiver and the relationship between them. In addition, dispersion and consistency, persistence and observability, anonymity and deception, and community engagement are related factors for the effect of eWOM.


Supported by the National Social Science Foundation of China (16FGL014), the Natural Science Foundation of Hebei Province (G2014202148)


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Received: 2016-6-15
Accepted: 2016-12-19
Published Online: 2017-9-17

© 2017 Walter de Gruyter GmbH, Berlin/Boston

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