Word of mouth interpersonal communication has

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surrogate for intrinsic product attribute information that is not available online.Word of Mouth:Interpersonal communication has received great attention in social psychology. Thisline ofstudies has consistently demonstrated how personal influence affects individuals to makechoices. The power of interpersonal influence through word-of-mouth communication has beenwell recognized in the consumer literature (Arndt, 1967; King and Summers, 1970; Herr, Kardes,and Kim,1991). The consumer influence through word-of-mouth communication is furtheraccelerated with the advent of the Internet. WOM communication refers to any positive or negative statement made by potential, actual, andformer customers about a product or a company via the Internet (Hennig-Thurau et al., 2004).WOM communication can take place in various settings. Consumers can post their opinions,comments and reviews of products on weblogs (e.g. xanga.com), discussion forums(e.g.zapak.com), review websites (e.g. Epinions.com), e-bulletin board systems, newsgroup, socialnetworking sites (e.g. facebook.com).WOM is defined as independent information and opinions about marketplace offerings . Thereare many forms ofWOM, such as chat room, newsgroup, bulletin boards, and electronicconsumer forum. These electronically based forms provide consumers with the ability to sharetheir experiences, opinions, and knowledge with others on specific topics. Consumers alwayssearch for information before making a purchase in order to reduce their perceived risk. Onesuch source of information is word of mouth (WOM). In addition, online consumer reviews, such as consumer-created product information, can beviewed as a special type of WOM . Consumer reviews are important for unsophisticatedconsumers, who may hesitate to make a purchase if only seller-created product information isavailable. Recent evidence suggests that consumer reviews have become very important forconsumer purchase decisions and product sales. The online word-of-mouth is network user’s information exchange and discussions on someproducts or services by network media such as BBS, discussing areas for network products,
blogs, and instant communication tools. Compared with traditional word-of-mouth, the onlineword-of-mouth has the features of extensiveness ofspreading information, fast, large volume ofinformation, savable, instant to receive, anonymous and transcend space and time . According to report of CNNIC, 53.9% network consumers express that they will check relativecomments on the commodities when buying every single product. 78.9% of netizens will see thecomments on the commodities. Over 90% netizens have made comments on the originalshopping websites. From a report made byNelson research Company, the 3rd “most trustedadvertising method” is “consumer’s opinions posted on the network”, the average value of whichis 61% through the globe. The importance of online word-of-mouth has become more and moreobvious in consumer’s network shopping of costumes, which has aroused lots of scholars’attention. Therefore, the word-of-mouth in virtual community becomes a hot topic for thenetwork

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