Abstract: Along with the development of the mobile internet and the smartphone, the model of consumer communication has radically changed. The existing WOM theory cannot effectively explain the consumer’s WOM communication under the mobile internet. Based on the Theory of Reasoned Action, Media Dependency Theory and Trust Theory, this paper constructs a study model of consumer’s mobile WOM receiving intention from the receiver’s view. The results show that the trust has significant positive direct influence on consumer’s mobile WOM receiving intention, and has indirect influence on consumer’s mobile WOM receiving intention through the mediate role of affective attitude. Smartphone dependency has no direct influence on consumer’s mobile WOM receiving intention, but it has indirect influence on consumer’s mobile WOM receiving intention through the mediate role of affective attitude.

摘要： 随着移动互联网和智能手机的日益成熟，消费者沟通模式已经发生改变，现有的口碑传播理论不能有效的解释移动环境下的消费者口碑传播。本研究从移动口碑信息接收者的视角，在理性行为理论、媒介依赖理论和信任理论基础上，构建消费者移动口碑接收意愿的影响模型。研究发现信任对消费者移动口碑接收意愿具有显著的正向影响，并通过情感态度对消费者移动口碑接收意愿产生间接影响。手机依赖对消费者移动口碑接收意愿没有显著影响，但通过情感态度对消费者移动口碑接收意愿产生间接影响。