从网络口碑的数量、方向、趣味性、时效性四个维度分析网络口碑对在线零售业消费者决策行为的影响.采用调查问卷的方式收集数据并进行统计分析.研究结果显示,网络口碑的数量,网络口碑的方向,网络口碑的趣味性均对消费者的决策有明显的影响,而网络口碑的时效性对消费者决策的影响程度较低. This paper analyzes the influence of online word-of-mouth on the decision-making behavior of consumers in online retailers from the four dimensions of quantity, direction, interest and timeliness of online word of mouth.The questionnaire is used to collect data and make statistical analysis.The results show that the number of online word of mouth , The direction of Internet word of mouth, the taste of Internet word of mouth have a significant impact on consumer decisions, and the timeliness of Internet word of mouth to consumer decision-making less.