The Study On The Influence Mechanism Of Online Word-Of-Mouth Credibility

Online word of mout h(WO M) is a important factor of the consumer purchase decis ion- making, word of mouth marketing has become the important means of network marketing for ma ny e lectric suppliers ma nufacturers. However, the way that the attribute of online WO M can affect the trust of the recip ient, and the impact of consumer purchase decisio n is very worthy of inquir y. In this paper, we w ill explore the mechanis m that the direct ion of the online word of mo uth and the emot iona l clues influent leve l of trust of WO M, and provide guidance for the reasonable word of mout h mana geme nt and the e ffect ive wo rd of mo uth marketing strategy.This artic le explores how the basic properties of online WO M influe nt WO M trust le ve l.We introduced emot iona l contagion in t he perceptua l cognit ion and the use fulness of t he informat io n in t he rat ional cognit ive perspective as t he intermed iary var iable while we introduced the product know ledge of t he receivers as a moderator variables..We find that the negat ive o f the online WO M has a higher infor mat ion usefulness and emot iona l contagion force than t he posit ive WO M, and its receiver reputation tr ust is also higher; a lso the online WO M that conta ins emotio nal words is stronger than no emot iona l words in infor matio n use fulness and emotiona l stress, and its trust degree is higher. The research found that t he informat ion usefulness and emot iona l contagion p layed a significant ro le in t he process of the impact of the WO M direct ion and emot iona l cue on the degree of trust of the tablet. Therefore, enterprises in the word of mo uth market ing should pay full attent ion to the negat ive word of mout h, as the largest possible to eliminate the adverse effects of negat ive word of mo uth, at the same time, we should encourage consumers to conduct posit ive evaluat ion w ith e motiona l terms, which will enhance the influence of Internet word of mouth.