Research On The Factors For The Effects Of The Online Word-of-mouth Dissemination Based On Product Extension Values

With the rapid development of internet in China, network dissemination has contributed to the new framework of information dissemination, while it has been far from enough to win the favor of consumers just by core products due to more intensive market competition nowadays. Consumers'demands would be satisfied better by establishing the marketing strategy from the perspective of products as a whole. People always refer to the online comments left by others, which would influence consumers'purchasing behavior, before making the purchasing decisions on the internet. Consequently it is highly meaningful in this paper to research into the related factors that have impacts on the effects of online word-of-mouth either theoretically or practically from the perspective of product extension values. The Persuading influence of traditional word-of-mouth has been widely confirmed by a large number of research results, but online word-of-mouth studies still remained few. Based on the 5W dissemination principles and existing researches on traditional and online word-of-mouth, taking university students'online purchase of electronic products as examples, this paper addresses the corresponding theoretical models in view of product extension values to research into the influences on the effects of online word-of-mouth caused by the factors like the characteristics of online word-of-mouth participants, contents and release websites. This paper employs the methods of literature review, questionnaire survey, empirical analysis, together with SPSS software to analyze data and draw conclusions, with which the management proposals for the online word-of-mouth marketing are produced.The conclusions drawn from this paper are listed as follows. (1)For the online word-of-mouth dissemination based on product extension values, senders'profession positively influences the effects of online dissemination. (2) For the online word-of-mouth dissemination based on product extension values, receivers' profession and the extent of the relationship between senders and receivers have no obvious influence on the effects of online dissemination. (3) For the online word-of-mouth dissemination based on product extension values, the more complete the online word-of-mouth information is and the more approval of the information is received, the more influences on the effects of online dissemination are. (4) For the online word-of-mouth dissemination based on product extension values, authoritative of the website has no obvious influence on the effects of online dissemination, while the closer the relationship between the website and the receivers is, the more influences on the effects of online dissemination are. In addition, websites' nature of business negatively influences the effects of online word-of-mouth dissemination. (5)Eighty percent of consumers focus on the product extension values, among which quality assurance ranks first followed by after-sale return service, delivery service, pre-sale consulting, and product packaging.