The Effect Of Network Relational Norms On Internet Word-of-Mouth(I-WOM)

Along with the rapid development of the Internet, the influence of I-WOM is more and morepowerful. The network community provides a broad interactive platform for people, and thecommunication for information between the members of network community become a main wayfor I-WOM. In the actual society, the relational norms have important influence on communication,communication and interaction between peoples and all aspects of life,and it has more influence onI-WOM too. Because of the internet community and social reality has comparability, then theinterpersonal relationship is also existing in network community? If present, the relation normshow to influence I-WOM?Based on this, we will confirm the interpersonal relation norms in networkcommunity issuited or no, the effect of network relation norms and potential economic motivation on I-WOM,through four experiments in three research. The research mainly get the following conclusion:(1) Interpersonal relationship model theory is also suitable for network community.Thenetwork relation norms between members in network community constituted by AuthorityRanking, Equality Matching, Market Pricing and Communal Sharing. And it has consistency anduniversality.(2) The I-WOM receivers in the Network relation norms of Authority Ranking, EqualityMatching and Communal Sharing have more higher obey intention than in the network relationnorms of Market Pricing.The I-WOM information has more higher influence in the networkrelation norms of Authority Ranking, Equality Matching and Communal Sharing.(3) The I-WOM information of high professional level I-WOM communicator more easilyaccepted by I-WOM receivers than the low professional level I-WOM communicator. In thesituation of high professional level I-WOM, the I-WOM receivers in the Network relation norms ofAuthority Ranking, Equality Matching and Communal Sharing have more higher obey intentionthan in the network relation norms of Market Pricing.(4) If the I-WOM communicator has potential economic motivation which in the networkrelation norms of Authority Ranking, Equality Matching and Communal Sharing, so itsrecommend behavior is considered inappropriate. Opposite, the I-WOM communicator obtain thereward which in the network relation norms of Market Pricing, its recommend behavior isconsidered appropriate. In the network relation norms of Authority Ranking, Equality Matching and CommunalSharing, if the I-WOM communicator disclosure the potential economic motivation,he will obtainmore higher sincere evaluation and obey intention for the I-WOM receivers than no-disclosurethe potential economic motivation. Sincere evaluation and obey intention have a significantpositively relation.