The Research On The Influencing Factors Of The IWOMI(Internet Word Of Mouth Influence)

With the development of Internet, e-commerce website and various forums enterinto people’s lives. Internet Word of Mouth(IWOM) becomes the new hot spotofmarketing. This thesis is on the research of the Internet Word of Mouthinfluence(IWOMI), which includethree component factors: theInternet WOM economicinfluence, theIWOM social influence and the IWOM convenient influence; to a researchpoint of view of the process of IWOMIforming, from theIWOM communicators, theIWOM information characteristics, the IWOMreceivers, and the relationshipbetweencommunicators and receivers, which four aspects to find out the factors oftheIWOMI, including the nine influence factors; we use the IWOM economicinfluence, the IWOM social influence and the IWOM convenient influenceas thedependent variable, whileuse the willingness strength of theInternetWOM communicators,the capacity of the IWOMcommunicators,the IWOM correct intensity,the IWOM subjective intensity,the quantity of IWOM,the quality of IWOM,the willingness strength of theIWOMreceivers, the capacity of the IWOM receivers, and the relationshipbetweencommunicators and receivers as independent variables, to establish a theoreticalmodel to carry out data collection through the online survey method, using SPSS16.0software for283valid questionnaires were collected, and use the Pearson correlationcoefficient, stepwise linear regression method to empirical testing, to explore theinfluencefactors ofIWOMI,the conclusion shows that21theoretical hypotheses wereconfirmed in27, and revealsthe influencing factors of the linear regression relationshipwith the use of stepwise regression analysis method. Conclusions are discussed andsome suggestions are given for enterprises to create IWOMI, at last provides theoreticalguidance for the enterprise marketing decision.