Study On Online WOM Diffusion Context

Online community expands the factors of word-of-mouth further in time and space, and that makes online WOM become one of the most important key factors which affect the choice of the user to the products. Therefore, the online WOM diffusion becomes a hot issue in both universities and industry. The study on affecting factors of online WOM diffusion has attracted intense interest from some scientists already. We can promote the communication effect by these affecting factors. In this interactive community, owing to the dynamic nature and context sensitiveness of the user behaviors, the context is very important to the propagation of online word-of-mouth. However, the existing research does not give enough attention to the online WOM diffusion context study, it is so scattered that needs us to go on further studying.In this context, the paper focuses on the online WOM diffusion context problem. According to the general propagation process of online WOM, the paper analyses the generation and effect of context in the process and gives the suggestions to how to optimize the context factors. The paper mainly studies following four aspects parts.First, the paper introduces the concept of online community, online WOM and online WOM diffusion. Then the paper sums up the research status. Based on the generic definition of context, the paper defines the concept of the online WOM diffusion context, describes the content and characters of this concept.Second, according to the general propagation process of online WOM, the paper analyses the generation and effect of context in the process, It believes that the general propagation process of online WOM includes initial diffusion and re-diffusion, and during initial diffusion, context generates, during re-diffusion, context apply-effect. Eventually, the paper sets a theoretical model.Third, the paper sets a demonstration model, this study uses several statistic methods to further testify propose conceptual model.Finally, after summarizing the research findings, the paper gives some suggestions to how to promote the communication effect. Then we point out our disadvantages, and make some further prospects.