| A Trust-based Framework for Internet Word of Mouth Effect in B2C Environment | |
| Zhuang, Wei; Zeng, Qingfeng | |
| 2018 | |
| 关键词 | Internet Word Of Mouth Trust SOR model |
| DOI | 10.1145/3207677.3278044 |
| 英文摘要 | As a valuable source of information, Word Of Mouth(1) has always been valued by consumers and business marketers. The Internet provides a new medium for Word Of Mouth communication. Consumers share their views and comments on products, services, brands and enterprises through online platforms, thus forming Internet Word Of Mouth, which will be of great importance to B2C enterprises. However, disturbing and even false information as well as uncertainties and risks existing in the online communication environment lead to the crisis of online trust. Accordingly, this study constructs a trust mechanism model of Internet Word Of Mouth effect, which shows that the professionalism of communicators, online relationship strength, communication channels, and product involvement are key factors significantly affecting the Word Of Mouth effect. This model can provide theoretical guidance in the word-of-mouth marketing and the operation of B2C e-commerce enterprises. |
| 会议录出版者 | ASSOC COMPUTING MACHINERY |
| 会议录出版地 | 1515 BROADWAY, NEW YORK, NY 10036-9998 USA |
| 语种 | 英语 |
| WOS研究方向 | Computer Science ; Engineering |
| WOS记录号 | WOS:000455679900151 |
| 内容类型 | 会议论文 |
| 源URL | [http://10.2.47.112/handle/2XS4QKH4/2990]  |
| 专题 | 上海财经大学 |
| 作者单位 | Shanghai Univ Finance & Econ, Shanghai, Peoples R China |
| 推荐引用方式 GB/T 7714 | Zhuang, Wei,Zeng, Qingfeng. A Trust-based Framework for Internet Word of Mouth Effect in B2C Environment[C]. 见:. |
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