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| Research on the Influence of Additional Reviews on the Online Word-of-Mouth Diffusion from the Point of the Effect of Word-of-Mouth Exhaustion |
| DENG Weihua，YI Ming |
| 1. Huazhong Agriculture University, Wuhan, China; 2.Huazhong Normal University, Wuhan, China |
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Abstract System dynamics modeling and simulation are used to reveal the influence and mechanism of additional reviews on online Word-of-Mouth diffusion by using the theory of the Bass model. Simulation is carried out with Anylogic 7.0, and comparative study method is used to reveal the influence of additional reviews. This research shows that the WOM exhaustion has a negative impact on online WOM diffusion; the additional review can alleviate the negative effects of WOM; the time interval between the time of initial review exhaustion and the release of additional reviews has complex effects on online WOM. When the initial review exhaustion occurs before additional reviews’ release, time interval has a negative effect, otherwise, the reverse. And when the time interval is same, the former is more beneficial to play the positive role of additional reviews than the latter.
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Received: 05 September 2018
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