Although substantial literature is available on customer reviews or e-WOM （electronic word of mouth）, the topic is still under development and offers potential opportunities for further research. Since the topic is ...Although substantial literature is available on customer reviews or e-WOM （electronic word of mouth）, the topic is still under development and offers potential opportunities for further research. Since the topic is still at the stage of development, a review of the literature on customer reviews with the objective of summarizing existing findings will initial further studies on the growth of e-WOM technologies. This paper reviews the literature on e-WOM using a suitable classification scheme to identify the gap between theory and practice. Aiming to provide useful insights into the anatomy of e-WOM literature and be a good source for anyone who is interested in e-WOM, nine categories of findings are ultimately presented based on dependent-independent-variable relationship, along with a comprehensive list of reference. The paper ends up with discussions on future directions for research.展开更多
文摘Although substantial literature is available on customer reviews or e-WOM （electronic word of mouth）, the topic is still under development and offers potential opportunities for further research. Since the topic is still at the stage of development, a review of the literature on customer reviews with the objective of summarizing existing findings will initial further studies on the growth of e-WOM technologies. This paper reviews the literature on e-WOM using a suitable classification scheme to identify the gap between theory and practice. Aiming to provide useful insights into the anatomy of e-WOM literature and be a good source for anyone who is interested in e-WOM, nine categories of findings are ultimately presented based on dependent-independent-variable relationship, along with a comprehensive list of reference. The paper ends up with discussions on future directions for research.
