Research On The Impact Of Internet Word Of Mouth On Consumer Behavior Intention

Word-of-mouth has been widely concerned by researchers and entrepreneurs both as a source of information for consumers and as a marketing tool for enterprises.With the continuous development of the Internet,especially the mobile Internet,social networks have not only become a platform for people to communicate with each other,but Internet word-of-mouth has also developed rapidly with the help of this type of network.Social platforms have become consumers' experience sharing and product information acquisition Important channels.When consumers receive word-of-mouth information about products or services on social platforms,their attitudes and future behaviors will be affected,but compared to face-to-face word-of-mouth communication,the spread of word-of-mouth information in a social network environment involves communicators Factors,communication platforms,the form of information being disseminated,and so on,we need to explore how these factors affect the recipient's trust attitude and behavioral intentions.In this paper,the purpose of this study is to use word-of-mouth communication in a social network environment as the research object,and take the recipient's trust attitude as an intermediary variable to explore the influence of the characteristics of each subject participating in word-of-mouth communication on the behavioral intention of word-of-mouth recipients.First,this article reviews the literature on Internet word-of-mouth,word-of-mouth communicator characteristics,word-of-mouth communication platform characteristics,word-of-mouth recipient characteristics,and attitudes,defines the concepts of each variable,and determines the measurement dimensions of each variable based on the literature review.Secondly,based on two theories of rational behavior theory and S-O-R model,a research model is constructed and related hypotheses are proposed.Thirdly,according to the mature measurement scale,the survey questionnaire is designed and formally investigated,and the data collected in the formal survey is sorted and analyzed using SPSS20.0.The analysis conclusions are as follows:(1)Characteristics of word-of-mouth communicators The positive influence of trust attitude is significant,and the interpersonal attractiveness of word-of-mouth communicators has a greater impact;(2)the characteristics of word-of-mouth communication platforms have a positive influence on the receiver's trust attitude;(3)the characteristics of word-of-mouth receivers have a positive attitude towards their trust Significant effects;(4)There is a clear intermediary role in trust attitudes.Trust attitudes play a mediating role in the respective variables of word-of-mouth communicator characteristics,word-of-mouth communication platform characteristics,and receiver characteristics.Finally,according to the research conclusions obtained,relevant reasonable suggestions are made for enterprises and social platforms.This article comprehensively considers the influence of various subjects involved in the spread of Internet word-of-mouth on receivers' behavioral intentions,that is,the combined effect of internal and external factors when consumers receive word-of-mouth information,and this article combines rational behavior theory to build a research model and explore trust The logical relationship between attitudes and intentions enriches theoretical research results and promotes the innovative development of enterprises and social networking platforms.