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随着互联网技术在企业经营中的广泛普及,网络口碑对企业经营的影响也越来越大。该文对已有的网络口碑传播影响因素文献进行全面梳理,归结出影响网络口碑传播的具体因素,对企业引导和管理网络口碑传播提供有效地指导。
With the widespread popularization of internet technology in business, the influence of internet word-of-mouth on the business is also growing. This paper reviews the existing literatures on the influential factors of Internet word-of-mouth communication and summarizes the specific factors that affect the Internet word-of-mouth communication, and provides effective guidance for enterprises to guide and manage Internet word-of-mouth communication.