The Influence Of Customer Use Of Corporate Websites

As a kind of we media, enterprise’s official website has become one of the importantplatform for its publicity their image and maintaining the public relations. Consumers’using corporate website has also been given more realistic significance. This studyinvestigates the potential of organization websites from the customer’s perspective. Fromthe consumer’s perspective, we will explore the influence of corporate website use for theconsumers’ cognitive aspects and behavior, focusing on corporate social responsibility,consumer trust and WOM from different dimensions of empirical analysis. Finally weconclude that customers’ use of a corporate website influence corporate image andconsumer behavior, based on what we put forward practical enlightenment.On the basis of the questionnaire investigation of the data acquisition method, wewill explore the relationship among the enterprise’s official website use, enterprise societyresponsibility, the trust and reputation from the consumer’s perspective. Through the datafrom the115cases, we finally draw the conclusion as follows:―customers’ use of acorporate website is positively associated with their perceptions of the company’scorporate social responsibility.‖―customers’ perception of corporate social responsibilityis positively associated with their trust in the company.‖and―customers’ trust in acompany is positively associated with their engagement in positive word of mouthcommunication.‖were proved.The corporate should value the importance of the official website, and take the socialresponsibility to build a great image to publics, which will contribute to its development inthe long term. On the other side, the corporate ought to put the building of official websiteon the important position to play the image publicity function.Additional it could takeadvantage of the social media, such as weibo, in order to enhance its interactive and thereputation in the mind of the consumer.