Analysis On Influence Factors Of Online Review Word-of-mouth Effects

With the development of internet technology, word-of-mouth, this kind ofinterpersonal communication, represent a new form, internet word-of-mouth or onlineword-of-mouth, compare with traditional word-of-mouth，internet word-of-mouth have aseries of advantages, for example, no time and geographical restrictions, communicationspeed and a wide range of influence.Internet word-of-mouth have received increasing attention because of its’ powerfulimpact on consumer especially on online customer. But most of the previous empiricalstudies just examined the internet word-of-mouth effects by use of traditionalword-of-mouth model and don’t consider of the web-site medium and trust factor’s role inthe process of internet word-of-mouth exert its influence.Drawing on findings from research on online word-of-mouth and traditionalword-of-mouth literature, we have constructed a structural equation modeling (SEM), andanalyzed the main factors that affect the effects of online consumer review with surveydata. The result of this empirical study shows that reviewer’s expertise, site’strustworthiness, relationship between the individual and the site and internet involvementhave a direct effect on the effects of online consumer review; tie strength between viewerand reviewer and viewer’s expertise have no marked direct effect on the effects of onlineconsumer review, but they can affect it through affective-trust and cognitive trust; the trustplayed a marked complete mediating role in the process of site trustworthiness, reviewer’sexpertise and relationship between individuals and the site affect the effects of onlinereview; the trust played a marked mediating role between viewer’s internet involvementand the effects of online review.