中文摘要：

网络舆论在互联网背景下受到网民的广泛关注,网络舆论引导能够影响甚至改变消费者的态度和行为。网络舆论如何作用于消费者购买意愿的研究,是当今学术和实践界关注的前沿问题。在对相关文献进行梳理的基础上,实证研究网络舆论对消费者购买意愿的影响,特别检验舆论领袖和时间距离的调节作用,研究结论用以指导企业营销策略的改善。

英文摘要：

Online public opinion under the background of internet has received extensive at- tentions of netizens, and the guidance of it can influence or even change the attitudes and behav- iors of consumers. How online public opinions influence the purchase intention of consumers is a preceding issue studied by current academic circle. Based on the review of relative literatures, an empirical study is made on the influence of online public opinions on the purchase intention of con- sumers. The moderating effects of opinion leader and time distance are tested intentionally. The results of the study aim to guide the improvement of marketing strategies of enterprises.