Research Of The Effect Of Social Network Trust On Word Of Mouth Marketing

China has entered the Internet era of rapid development,From the report of China Internet network information center can be seen that,up to December 2014,there have been 649 million Internet users in China,and the Internet penetration rate is 47.9%.People make use of the Internet media function,to realize the effective contact easily.The rise of social networking platform will make the social circles of people gradually from real-life interpersonal spread to social networking,forming a complex network social circle.But the network's openness is higher and higher,the development of the technology is more and more fast,however internet regulation has not “keeping pace with the times",there is always a certain amount of hysteresis.This leads to a large number of social problems on social networking platform,in other words it is a challenge for network marketing,because of the uncertainty of the network,some marketing information will be in a certain degree In a user's view is false,it gives the enterprise marketing strategy a big problem,and in the network marketing,word-of-mouth marketing is one of the most direct and effective ways.This study will explore the formation of the online trust between users on social networking platform,through literature analysis and interviews,theoretically explain how they affect the formation of online trust,putting forward reasonable assumptions.We take advantage of questionnaire to collect data,using SPSS statistical software to analyze the reliability and validity,factor analysis and correlation analysis method to build the model and test hypotheses,to find out formation factors of online trust between users on the social networking platform.Both academic field and practice field effectively confirmed powerful word of mouth effect,it is also more and more to the attention of the enterprise's marketing work,but consumers of online word-of-mouth credibility creates a problem,the research focus of this study is to explore the mystery.The results showed that the user's individual similarity based on the social networking platform,internet use behavior,the individual trust tendency and offline interpersonal satisfaction has certain influence on the formation of online trust.At the same time,relationship between the intensity of the users or groups and trust relationship have influence on the credibility of internet word of mouth,and influence enterprise using social networking platform to carry out the effect of word of mouth marketing.Through this study focuses on online trust between users on social networking platform on the basis of the empirical theory,to the consuming behavior of network users and reasonable scientific suggestions for the development of the internet.