At the same time, reputation systems have been regarded as an important platform where large-scale word of mouth behavior and evaluations of the purchase experience can be communicated.

同时,声誉系统也被认为是传播与交流在线口碑和评价的重要平台。

Moreover, they prefer personal sources, such as word of mouth and opinion leader. Consumers also reduce risk by selecting famous brand, brand loyalty or repeating selection of familiar brands.

研究发现，当消费者风险感知较高，又缺乏内部信息时，就会增加外部信息搜寻的量，同时更加偏好从个人来源获取信息，比如口头传播和意见领袖；消费者也会通过选择名牌、对某个品牌保持忠诚或重复购买某个熟悉品牌来减少风险。

Finally the fundamental topics of control and management of Word of mouth marketing and communication are expounded.

最后,对口碑营销传播的控制和管理的基本问题进行了论述。