Research On Consumer Acceptance To Internet Word Of Mouth In C2C Website

In recent years, internet has got rapid popularization in China and the scale of internet users continues to expand. With the gradual development of the internet and e-commerce and the improvement of online shopping environment, more consumers are shopping online. Online shopping has become popular in internet users; meanwhile, the scale of online consumption is increasing sharply in C2C website, so that C2C e-commerce blossoms swiftly.The word of mouth (WOM) has a significant impact on attitudes and behaviors of consumers’ purchase. Word of mouth is the important factor of changing consumer attitude. With the development of internet, more consumers express their comments for the products and services online, so that WOM’s spread has a new form—internet word of mouth (IWOM). Consumers rely on internet to search for information and IWOM is the main way for online consumer to discuss products and services.Based on C2C website, this study does an exploratory empirical research on the factors which affect consumers to accept the IWOM. And this study uses the existing research on technology acceptance behavior to build research model which combines IWOM theory and TAM theory. The research model is used to study the factors that influence consumer attitudes and behavior. Meanwhile, this study makes lots of assumptions, the formation of various factors measurement scale, questionnaire. Then through the way of electronic and paper-based questionnaire, this study collects the questionnaire data. After that, to test the assumptions, this study takes the measure of statistical analysis software to analyze the questionnaire data.The empirical analysis shows that Perceived Usefulness, Perceived Ease of Use, Expertise of Disseminator, Expertise of Seeker, Perceived Risk and Trust Propensity influence the attitude of consumer’s acceptance to IWOM. Among these factors, Perceived Risk’s influence is negative and the rest are positive. The Valence of WOM doesn’t influence consumer’s attitude. Consumer’s attitude and Online Community directly influence consumer’s behavior together.From the aspect of empirical research, this paper sums up the previous results of study and finds the influence factors of consumer’s IWOM acceptance in C2C online shopping areas. The conclusions of this paper have theoretical supplement and reference for further research in IWOM research areas.