The Effect Of Online WOM Information’s Expression On Consumer Acceptance

On the basis of literature research and group discussion results, the paper carrys out the quasi experiment with empirical research methods of questionnaire. In this way, it investigates the effect of the expression of the IWOM on persuasion. The paper comprehensively analysis the IWOM information expression, including word of mouth message length, word of mouth information structure and types of word-of-mouth information, and the effects of different levels on persuasion. And combining previous research results, the paper discuss the moderating effect of product knowledge, on the process that the IWOM influence the consumer acception. The paper finally discusses what difference the persuade effect would appear when the IWOM message length,structrue,type and consumer’s product knowledge on different level.With survey datas and making use of statistical software SPSS19.0, we make descriptive statistics, questionaire quality analysis, variance analysis, correlation analysis, regression analysis and other analysis. And the data analysis results support the hypothesis that proposed. IWOM information will affect the length of the persuasion. And the longer the length of word of mouth information, the more acception the consumer get. IWOM information structure affects consumer’s acception, double-sided information that contains20%negative reviews make more acception than completely positive word of mouth information. IWOM information type affects persuasion, objective description word of mouth information have more effection than subjective evaluation model word-of-mouth information. Consumer product knowledge has a adjustment effect on the process between the expression of word-of-mouth information and consumer’s acception. The stronger the product knowledge is, the less correlation between the length of word-of-mouth information and consumer’s acception., and less correlation betwwen the structure and the consumer’s acception,and less correlation between the tye and persuasion.Through research and analysis, the paper gets some related conclusions which can provide certain enlightenment and guidance for management practice.In network information age, information overload is a phenomenon that cannot be allowed to ignore. And how to manage and use the large amount of information has become an important problem that enterprise faced. In the comments in a wide range of information, if consumers want to get useful information within little time, the enterprise or shopping website must provide a retrieval tool, which can select the most suitable information that meet the their needs according the consumer’s personal situation. If it can be effective management and utilization,the IWOM (Internet word of mouth) can be used by the company to improve customer satisfaction, and ultimately bring the increase of real incomes and profits.