Research On Influencing Factors Of Online Word-of-mouth Communication Behavior Of College Students In Social Networks

This study attempts to explore,through quantitative research,the social factors that affect the online word-of-mouth communication of college students,through the empirical analysis of 415 effective questionnaires,to verify the impact of the relationship between the relevant elements of social capital,homogeneity,trust and so on on online word-of-mouth communication,The intermediary role of interpersonal influence sensitivity in the relationship between homogeneity and trust and online word-of-mouth communication is found,and the conclusions are as follows:First,the impact of personal statistical variables on online word-of-mouth communication behavior,gender,hukou type,daily use of social network services,such as the length of online word-of-mouth communication has no significant impact;The influence of different grades on online word-of-mouth communication among college students presents the opposite sex;the influence of contact preference when obtaining opinions on online word-of-mouth communication also shows some differences.Second,there is no significant impact between relationship intensity and online word-of-mouth communication,there is a positive impact between homogeneity and online word-of-mouth communication,and there is also a positive impact between trust and online word-of-mouth communication.At the same time,homogeneity and trust have positive and significant effects on the sensitivity of interpersonal effects.Third,through the analysis of intermediary effect,it is found that there is also a significant influence between interpersonal influence variables and online word-ofmouth communication in the regression analysis model,and in the intermediary utility test of intermediary variables on social capital factors and variables,interpersonal influence has an intermediary effect on the influence of homogeneity and trust on the variables.Finally,according to the above empirical research results,combined with social capital theory and Reference group theory,this paper makes a theoretical analysis of the influence mechanism of social relations factors on online word-of-mouth communication and puts forward relevant opinions and suggestions.