A Systematic Analysis on Factors Influencing Internet Word-of-Mouth Communication

The study shows that how to improve communication effects of Internet WOM is exigent and enterprises should take countermeasures to improved communication effects.

Abstract

With the continuous development of Internet technology, the Internet word-of-mouth (WOM) communication has become increasingly widespread and important. The paper has an overview of the study status in the Internet WOM communication. Then from systematic angle, the paper puts forward and analyzes five factors that affect Internet WOM communication, these includes network communicator, online information, the receiver, the intensity of relationship and perceived risk. A model of factors influencing Internet WOM communication and effective promoting mechanism of Internet WOM communication model are set up. Based on that the study shows that how to improve communication effects of Internet WOM is exigent and enterprises should take countermeasures to improve communication effects.