Research On Word Of Mouth Of Social E-commerce

Currently, the huge cost of advertising is no longer the main factor impactingcustomer’s online shopping desire, customer’s recommendation in social media, whichis called the word of mouth, has become an important motivation. Recently, sociale-commerce sites such as Meilishuo, Mushroom Street have emerged and grew rapidly.People are aware of their enormous potential in social commerce: it can eliminateineffective marketing, reduce the dependence on middlemen in social economics.Mastering social e-commerce website development situation is helpful in analyzing thespreading of site reputation, mode of transmission, dissemination effects, which is infavor of promoting its communicational effect, accelerating the development of socialcommerce websites.The innovation point about this paper is that it is a fresh research project, thestudy of the word of mouth is very rare. The users of social commerce websites arecommunicators and audiences at the same time, according to this characteristic, usingliterature method, case analysis method, interview method, sampling method, etc, thispaper makes a deep analysis of the factors about the word of mouth, puts forward itspropagation model, summarizes the effects of word-of-mouth spread. It then proposesthe communication mode by putting forward some advises for social commerce fromthe aspects of normalize, vision and action.The conclusion of this paper is that the model of word of mouth in socialcommerce sites uses the opinion leaders, the ripple effect, viral marketing, to form amature two-stage transmission mode, diffusion and circulation mode. Meanwhile, theword of mouth on social e-commerce websites is a double-edged sword. Theaudience’s behavior promotes web marketing, the value of the information chainattracts a high reflux ratio, and accurate communication provides a good searchplatform for the audience, the illustrated information enriches the expression. Theseadvantages make these communities capture the audiences firmly. But there are alsomany problems: the chaotic Word of mouth spreads the risks of the brand, poorregulation causes crisis of confidence, imperfect interest makes users lost, the changeof opinion leaders interferes with the normal word of mouth, and marketinghomogeneity brings a competitive market and so on.So in this paper, the research isbased on getting the essence of word of mouth in social commerce websites, proposes athree-dimensional specification strategy, diversification of visual strategy, a full range of behavior strategy, hoping to increase the development of the word of mouth on thesocial e-commerce sites and provide some suggestions for the future development ofthese sites.