There is exponential growth of the cyber economy, and Word-of-Month ( WOM) has more and more effect on consumers' purchase decision-making. As WOM is a consumer-dominated information channel, both the propagators and receivers of WOM have nothing to do with the marketers. However, WOM has great influence on the consumer purchasing in the online shopping paradigm. In this paper, consumer behaviors, such as attitude towards complaining and internet business as well as perceived risks, are analyzed. Furthermore, the relationship between these factors and influence of WOM is analyzed by active seeking of WOM in the internet. It shows that the actively seeking of WOM is the key factor that contributes to the influence.%随着网络经济的快速发展,口碑对消费者购买决策的影响越来越重要.口碑活动作为一种以消费者为主导的信息交流渠道,它的传播者和接收者并不受到商家的直接干预.通过研究消费者对抱怨的态度,对互联网商家的态度、感知风险,以及对口碑信息的主动搜寻,探讨这些因素与口碑影响力之间的关系.研究表明:对口碑信息的主动搜寻是各变量对口碑影响力造成影响的关键因素.
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