Abstract: Along with the internet technology becomes more sophisticated, the number of netizens surges, and the impact of electronic word-of-mouth(eWOM)becomes more significant. Online consumer reviews, as a mean of the propagation of electronic word-of-mouth, get the attention of enterprises. Unlike the previous literatures which study the influencing factors of online consumer reviews by the empirical research, from the point of the view of the propagation network of online consumer reviews, we construct a model of the propagation of word-of-mouth of online consumer reviews. We study the role of the forum which, as an agent, is by means of simulation on the Swarm platform. At last, this paper provides a new way of thinking for eWOM research. Moreover, this study is helpful for finding the influence factors on eWOM , so it is very sound to guide the enterprises to carry out a better eWOM marketing.

Key words: electronic word-of-mouth, online consumer reviews, simulation on swarm platform

摘要： 随着互联网技术的日益发达,网民数量激增,网络口碑在顾客购买决策方面的影响效用越来越显著。在线客户评论作为一种重要的网络口碑传播方式越来越受到企业的重视。不同于以往从实证的角度对在线客户评论影响因素进行研究的文献,本文从在线客户评论的网络传播机制出发,构建在线客户评论的口碑传播模型。而后本文通过Swarm平台进行模拟仿真,主要研究了论坛作为个体在口碑传播中所起到的作用,为网络口碑的研究提供新的思路。本文研究发现在线客户评论的影响机制和因素,为企业更好的开展网络口碑营销提供借鉴。

关键词: 管理科学, 传播机制研究, Swarm模拟仿真, 在线客户评论