随着互联网的发展和“互联网+”行动计划的推进,互联网与传统产业开始深度融合。网络口碑作为一种影响消费者购买行为的重要因素被赋予了新的重要性。因此,通过对国内外网络口碑有代表性的研究成果进行整理研究,归纳出“互联网+”时代网络口碑新的特征,梳理网络口碑研究成果,以期为网络口碑研究和实践提供参考。 With the development of the Internet and the “Internet +” action plan, the Internet and the traditional industries have begun to merge deeply. Internet word of mouth as an important factor affecting consumer buying behavior has been given a new importance. Therefore, this paper summarizes the new features of online word-of-mouth in “Internet + ” era and summarizes the research results of online word-of-mouth through the research on the representative research results of online word of mouth at home and abroad, in order to provide a reference for the research and practice of online word of mouth.