Review of Word of Mouth Spread Impact Mechanism

摘要

On the study of Word of mouth impact mechanism, this paper mainly combed the previous literature of influencing factors and their mutual relations of Word of mouth different spread effect, including three parts: study of traditional word of mouth spread impact mechanism; study of internet word of mouth spread impact mechanism; study of negative word of mouth spread impact mechanism. Through the analysis of above three aspects, grasp the lack of research results of the previous word of mouth impact mechanism, and find the direction of further study on the spread mechanisms of word of mouth.