罗 彪，丛日飞

• 1:中国科学技术大学 管理学院，安徽 合肥 230000

摘要(Abstract)：

在电子口碑研究中，早期学者们多关注电子口碑产生的前因与后果。然而，随着消费者利用电子口碑进行评价和决策成为常态，近期学者们更加关注电子口碑的使用过程。本文通过对近期电子口碑相关文献的分类整理，将电子口碑的使用方式归纳为评价分享和决策参考两种，并借助消费者行为的AISAS模型和网络传播理论进一步将电子口碑的使用细分为留、传、搜、用四个阶段，进而基于这四个阶段对近期的研究成果进行了综述，并对未来研究方向进行了展望。

关键词(KeyWords)： 电子口碑；消费者行为；消费评价；消费决策

Abstract:

Keywords:

基金项目(Foundation):

作者(Author): 罗 彪，丛日飞

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