Research On The Influence Of Website Characteristics Of The Trading Community On The Behavior Of Word-of-mouth

With the arrival of Internet plus and experience economy, experience marketing plays a more prominent role in online shopping, many e-commerce sites have begun to pay more attention to the experiential marketing to attract consumers. As an important medium of Internet shopping, e-commerce website has a certain degree of impact on consumer behavior and decision. At the meanwhile, with the rapid development of the internet, the arrival of the era of the web 2.0 promote the arrival of the spread of the civilian population. Internet as the carrier of word-of-mouth,has the characteristic of the spread of fast, wide spread, timeliness,anonymity and other characteristics and has an important impact on the spread on the consumer’s purchase decision-making and reputation of an enterprise. Today, consumers tend to be more rational when they make decisions and no longer blindly follow the trend of enterprise advertising and other external information. In the purchase of goods, consumers tend to be more and more likely to make purchase decisions through word of mouth information. Therefore, how to design a web site to become a major factor in the community to attract consumers and promote consumer reputation spread. In this paper, the main research topic is to explore the influence of website characteristics on consumer’s word of mouth.According to the consideration of the research topic, the research choose the Taobao website as the research background and take the flow experience as the research angle of view to explore the influence of the electronic commerce website characteristic to the consumer’s word of mouth. This paper generalized and reviewed the previous research of website characteristic, flow experience and word of mouth and to build a theoretical model of "transactional community website features - flow experience - consumer word-of-mouth" and through empirical research methods to explore the impact of hypothesis testing the mechanism of the three variables. The trading community website features are divided into four dimensions to explore: social interaction, usefulness of content,technical ease of use, entertainment and leisure, flow experience and consumer word-of-mouth are set to one dimension.This research use the method of empirical research to conduct a questionnaire survey on the consumers of online shopping and analyze the data. The results show that: social interaction, usefulness of content,technical ease of use, entertainment and leisure has a significant positive effect on the consumer word-of-mouth while, but the influence degree are different. At the same time, technical ease of use has no significant effect on consumer’s word of mouth. Secondly, the flow experience plays an intermediary role between transactional community characteristics and consumer word-of-mouth. The research results provide a theoretical basis for electronic commerce website to effectively stimulate consumer reputation spread effective stimulation of consumer’s word of mouth.