Internet Word Of Mouth Influencing Factors On The Perception Of The Credibility Of The Recipient

The traditional word of mouth communication is a face-to-face, informal behavior, the information and communication are interrelated and are very familiar with friends and family, has strong links the relationship between them, such a pass would be considered a reliable worthy of belief, this face to face word of mouth, not with the mode of transmission of any commercial color has played a powerful role in promoting the promotion and purchase of products. Disseminators of the general reputation of the products or services to use experience and a wealth of knowledge, and thus very easily by the consumer will have an impact.Accompanied by the development of the Internet, advances in network technology, more and more people are choosing online communication and exchange information, this mode of communication has broken through the traditional model of the space under the geographical restrictions, communication and information transfer between people is no longer confined face to face direct communication, but the personal views and ideas the form of a text published on a web page, or QQ and other instant messaging tools to communicate, to form a network evaluation; network evaluation is anonymous, thus losing the strong links between the traditional word of mouth. Internet rumors and the promoter of "improper means and figures, making the credibility of the network evaluation is greatly reduced, it is increasingly questioned on the network information.Consumer confidence is getting lower and lower, whether the consumer is still able to perceive the credibility of reputation? Affect people on the network evaluate trust factor which? And network evaluation of information content and quantity of the existence of a significant impact on the credibility perception of the recipient?With these unknowns, I collate and summarize the existing literature, proposed the idea and framework of this study, this article includes the following six parts: (1) Chapter Ⅰ is described the background of the paper in the development of the Internet and the rise of the network evaluation, the significance of this study and summarizes the overall framework, content, ideas and methods.(2) Chapter Ⅱ Literature Review, sorting out and summarized literature of domestic and international reputation and network evaluation of. Predecessors often used to describe the reputation and network evaluation from the dissemination of information, and can not tell the difference between the sources and channels, in the previous basis, the impact of various factors combing, summarized a spread of five influencing factors on the dimensions and the dimensions of the two dimensions.(3) Chapter Ⅲ of the theoretical model building, recalling the domestic and outside the trusted network evaluation model proposed theoretical model of this study, and offter10research hypotheses.(4) Chapter Ⅳ of the questionnaire design and research, define the research study variables, and prior to the formal research carried out small-scale pre-research, in order to ensure the validity and reliability of the measure. In addition, this chapter also the object of study and use of research methods and data analysis software were introduced. The object of this study for college students (including serving Master of Engineering) and a member of the virtual community. Specific research Nanjing University teachers and students as well as World community members.(5) Chapter Ⅴ empirical research, this is the key of the full text, based on the issuance and collection of questionnaire, questionnaire, data statistics and analysis. First, analysis and descripte the basic characteristics of the survey sample, in order to examine the population distribution of the population of the survey sample based on the gender, age, income level and educational qualifications. Secondly, the reliability and validity analysis, the analysis found that differences in income levels, gender, and age, education and other basic information on the cause of this perception of the credibility of the existence of significant difference. Finally, structural equation model of the theory to use AMOS6.0statistical software estimation, the results show that the network evaluation pass professional network evaluation of the altruistic motives of the communicator, the network evaluation of the basic disposition to trust the positive effect on network evaluation source credibility, network evaluation pass with similar degree of weak positive effect on network evaluation of source credibility; the professionalism of the recipients did not significantly impact the perception of network evaluation of source credibility; network evaluation of source credibility, channel reliability and information content and quantity of credibility perceived to have significant positive impact perception of the credibility of the recipient.(6) Chapter VI Conclusions and outlook, mainly to the proposal in the previous chapter the basis of the evaluation and management of the enterprise network. Understanding and market segments to achieve precision of management; reasonable network evaluation pass; lock the target, select the appropriate marketing channels of the network evaluation; to face up to negative evaluation, and improve the corporate image. Finally, the inadequacies of this study and research prospects.The innovation of this paper is:(1) This article from the evaluation of the two dimension of research network on the perception of the credibility of the recipient factors:the spread of the dimension and information dimension. Dissemination of the dimension of the main recipient of network evaluation of the credibility of perception is divided into three influencing factors:the network evaluation of transfer factor, the factor of the network evaluator selected media and network evaluation information and audience characteristics such as the factors. The same time, from the information structure surface, from the network evaluation of information content and the amount of information to study. Finally, the personal characteristics of the recipient on the credibility perception.(2) For information credibility perception of network evaluation, we divided Into information content type (primary, objectivity), potency (positive, negative, neutral), to examine the quality in three aspects; for the amount of information from The two dimensions of the total number of network evaluation, as well as the proportion of negative word of mouth to study the perception of its credibility. Channels in terms of the credibility perception, dependence and reputation of the recipient media to describe.