The Influence Of E-WOM On Receiver Attitude Research

The influence of WOM on consumers' decision process has been acknowledged by marketing researchers and practitioners. As the development of Internet, our information sought activities become more dependent on the net. Also, there are more and more persons who share their consumption experiences on the net. Such WOM has broken through the time, location and relationship limits. Will it be as effective as traditional WOM? How will it influence our consumers?We try to resolve the above questions on the base of relevant former research. First, we reviewed relevant theories and research in the fields of social psychology, consumer behavior and communication. On the base of such review, we proposed that community credibility and argument quality have main effects on members' attitude to the movie, and there are interaction effects between involvement and credibility and between involvement and argument quality. Then we performed our experiment to collect data under the background of movie. Our conclusions were based on formal data analysis.We found from our data that both community credibility and argument quality has significant effect on participants' attitude to the movie. Community credibility has bigger effect on participants' attitude when issue involvement is low than when it is high. Argument quality influences participants' attitude more under high-involvement condition than low-involvement condition. Participants' attitude and behavior intention correlate significantly under both high and low involvement conditions, but the correlations under such two conditions don't differ significantly.At the end of this paper, we discussed the implications, contributions and limits of our research. Then we gave some advices on future research.