Electronic word-of-mouth (eWOM) communication is considered an important source of information for consumers. In existing frameworks and empirical studies, factors that lead to eWOM influence have been categorised into three essential elements equivalent to the three elements of communication processing: source, receiver and message. eWOM requires a more elaborate form of information processing, given the many-to-many nature of such communications and that the types of information processing differ between novice and experienced consumers. However, there is no conceptualisation that demonstrates the relationships among the factors of eWOM from this critical information processing perspective. Further, there is limited discourse on the situation and communication channel, although the situation and platform characteristics shape the nature of communication in the digital age. This paper reports insights obtained from an extensive literature review and presents a broader categorisation encompassing the factors of source, receiver, message, situation, task involvement and channel. Research propositions and recommendations for further research into eWOM processing are offered.

中文翻译：

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从接收者的角度处理网络口碑：将关系概念化

电子口碑 (eWOM) 传播被认为是消费者的重要信息来源。在现有的框架和实证研究中，导致网络口碑影响的因素被归类为三个基本要素，相当于通信处理的三个要素：源、接收者和消息。考虑到此类通信的多对多性质以及新手和有经验的消费者之间的信息处理类型不同，网络口碑需要更精细的信息处理形式。然而，从这个关键信息处理的角度来看，没有概念化来证明网络口碑因素之间的关系。此外，关于情况和沟通渠道的讨论有限，尽管情况和平台特征塑造了数字时代通信的本质。本文报告了从广泛的文献综述中获得的见解，并提出了更广泛的分类，包括来源、接收者、消息、情况、任务参与和渠道等因素。提供了进一步研究网络口碑处理的研究命题和建议。