关键词: 在线评论, 社交网络, 口碑采纳

Abstract: For the purpose of further exploration of impact of electronic word-of -mouth on consumers’ purchasing decisions, not only have the relationships between the relevant factors of online reviews in the e-commerce site and the adoption of it been developed, but also the relationships between online reviews and the adoption of electronic word-of-mouth in the social networks are established. The results show that the factors of online reviews like valence, number, rating, quality and credibility of the source, will significantly influence consumers’ perceived usefulness and credibility of online reviews, and further influence positively both the consumers’ adoption of online reviews, and the consumers’ adoption of electronic word-of-mouth in the social networks.

Key words: online reviews, social network, word-of-mouth adoption