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.%借鉴Bass模型构建基于追评的网络口碑传播模型,在Anylogic 7.0平台进行动力学仿真,采用比较研究法探讨多种情形下追评对网络口碑传播的影响.研究表明:①口碑衰竭对网络口碑传播有负面作用;②追评能缓解口碑衰竭的负面作用;③初评衰竭与追评启动的时间间隔对网络口碑传播的作用体现为,"衰先追后"时,为负向作用;"衰后追先"时,为正向作用;时间间隔不变时,"衰后追先"相比"衰先追后"更能发挥追评的正面作用.
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