中文摘要：

以网络口碑传播理论和相关研究为基础进行文献分析,提出研究假设,构建理论模型,并以泉州7家高校810名大学生作为研究对象进行问卷调查.运用结构方程模型（SEM）方法进行验证,得出网络口碑的质量、时效性、极性、强度与体育用品购买决策之间呈现正向相关关系.最后,依据实证研究结论提出重视网络口碑的营造,提高网络口碑质量,及时更新网络口碑信息,注重网络口碑极性以及关注网络口碑的强度的管理建议.

英文摘要：

Based on relative studies of home and abroad, this paper puts forward the theoretical model and research hypothesis, then takes 810 college students from 7 universities in Quanzhou Area, as the object for questionnaire survey. SEM method is used to test the theory model and research hypothesis. The results show that eWOM quality, eWOM timeliness, eWOM polarity, eWOM strength positive affect consumer purchase decision respectively. Finally, recommendations such as attaching great importance to the eWOM＇ s creation, improving the eWOM quality, updating the eWOM timely, paying attention to eWOM polarity and focusing on the strength of the eWOM are given according to the empirical study conclusion.