The Determinants Of Credibility In Online Word-of-Mouth

In order to reduce the risk of purchase, consumers tend to search the product or service information. Compared to the blandishments of merchants, consumers generally believe the suggestion of the word-of-mouth while searching. The development of the network, create favorable conditions for WOM, and greatly expanding the scope of influence. However, the anonymity of the internet features make the information seems unreliable. Credibility is the premise of information effect. Credibility is a subjective judgment, are more susceptible to the influence of other factors. So it is necessary to discuss the credibility of EWOM and its influence factors.In this study, we discuss the credibility of the EWOM. Firstly, we summarize the EWOM of credibility and its related definitions; secondly, according to the study of literature, we summarize the credibility of the consumer ewom perception of influencing factors; thirdly, we put forward 13 relevant research hypotheses. Finally, study design, questionnaire survey, and empirical analysis of the hypothesis relationship.The result show that Communicators characteristics, transmission channel characteristics, information structure and the characteristics of receiver,all the four aspects will influence the credibility of the EWOM. This study hope that through the ewom credibility determinants analysis, we can further understanding of consumer behaviors; and the results will be useful when the enterprise formulating the production, marketing strategy.