A Study On Effects Of Online Word-of-mouth On The Consumers’ Brand Attitude

As a new way to improve the service quality, to meet the various needs of consumersand to enhance business value, Online Word-of-Mouth has been the concern of enormousscholars and industrialists in the consumption field. The research on word-of-mouth hasbegun during the1960s in the West while in China, it was just increased in the recent tenyears.This article is to study the effects of online word-of-mouth on consumers’ brandattitude based on the S-O-R theory and the related online word-of-mouth researches athome and abroad. Building the theoretical model with the direction and number of onlineword-of-mouth as the independent variable, the consumers’ brand attitudes as the dependentvariable, the consumer involvement and the consumer brand familiarity as the manipulatedvariable, the paper mainly verifies the direct influence of online word-of-mouth directionand number on the brand attitudes and the regulating effect of consumer involvement andconsumer brand familiarity.This paper makes the empirical analysis through questionnaire approach, which meansto collect data through questionnaires and then to use SPSS17.0to do statistical analysis onthe effective data. After guaranteeing the reliability and validity of the questionnaire, wetook advantage of SPSS17.0to carry out the analysis of variance and to test the regulatingeffect.Based on the data analysis, this paper mainly draws the following conclusions: Onlineword-of-mouth direction and quantity has a significant impact on the consumer brandattitude；Compared with the negative online word-of-mouth information, the positive one ismore influential on the consumer’s brand attitude； The consumer involvement has asignificant influence on the direction and number of the online word-of-mouth as well asthe changes of consumer brand attitude, which plays a regulatory role in the relations；Theconsumer brand familiarity has a big effect on the direction and the number of onlineword-of-mouth as well as the changes of consumer brand attitude, which also plays animportant role in the regulation.