Internet Word Of Mouth On The Brand Attitude Of College Students Factors

In the age of consumers' pursuit of Experience on the Internet, consumers have come to occupy a proactive position, the way to get the brand of information gradually becomes active and diverse. In this new situation, based on the rules of AIDMA Dentsu proposed a new analysis of consumer behavior rules named "AISAS", this rule is based on the importance of Web-based word of mouth and consumers' habits in the network environment , reflects the importance of word of mouth network. On the one hand more and more consumers in the network as a network in the sender reputation, and friends to share their experience with product evaluation and, on the other hand more and more consumers are actively searching IWOM information to support their buying behavior.Students have great consumption potential, and as an important recreational tool, college students received an important source of brand information from the Internet, interactive network and meet the students of the Internet habits, imperceptibly may affect students' attitude toward the brand . College students are the future strength of buying brand , brand loyalty is the key to the formation period, this point can not be ignored by the enterprise.To send and receive word of mouth network are subject to various factors in the Network environment, including the sender's expertise, the sender personality, relationship strength, consumer involvement, consumer expertise, reputation tone, trust, and so on. Based on previous research on the word of mouth, through practical research, to explore the impact of different variables, the network reputation on consumer brand attitudes.Based on the brand reputation and other related learning of network theory, combined with the current Internet empirical research and the practical research on college students, word of mouth on college students to understand the network's brand attitude effects reputation of the brand through the use of network communication and build a viable strategy.The conclusion is that word of mouth on college students to network changes of attitude has a significant influence on consumer expertise, involvement and reputation tone and level of trust as a mediator, also affect brand attitude change. Positive word of mouth network for consumers affect brand attitude change; negative word of mouth network for consumers in the brand attitude of word of mouth than positive network; consumer expertise, the stronger, negative word of mouth on consumer brand attitude of the less; network involvement and negative word of mouth brand attitude caused by changes in inverse proportion; stronger consumer confidence, brand attitude is caused by a change does not necessarily significant; network reputation, the stronger the negative tone, while consumers of their The higher level of trust; original brand attitude on brand attitude change in consumers affected; original brand attitude, and negative word of mouth network of the combined effect of changes in the consumer's brand attitude.