The Study Of Influence Of Electronic Word-of-Mouth On Customer Trust

During recent years in China, internet develops and diffuses rapidly. It not only has changed people's lifestyles and habits, but also created new business models and economic behavior. People used to exchange the experience of product or service through face-to-face communicate. But now people prefer using internet to exchange the experience of product or service. We define it as electronic word-of-mouth (EWOM). EWOM can effect consumer trust and purchase decision.In this paper, the core issue is that we research the effective of electronic word-of-mouth on consume trust in internet environment. Firstly, we summarize e-commerce web site evaluation system for word-of-mouth network and establish the electronic word-of-mouth evaluation system. Then we study the directions and the degree of the effective of electronic word-of-mouth on consumer trust.There are two innovations in this paper: First, we introduce electronic word-of-mouth theory into consumer trust research on online shop and enrich the research on consumer trust. This paper provides new proof for improving consumer trust through changing electronic word-of-mouth of online shop. Second, we build the consumer trust model and prove it from theory and practice. It has great mean in changing online shop's marketing strategy to improve operation effective.We use SPSS 17.0 software to analysis data. We use several statistic methods in this paper including describing statistical analysis, reliable analysis, and factor analysis (electronic word-of-mouth measuring analysis), and correlation analysis (influence of electronic word-of-mouth on consumer trust analysis) and so on. In this paper, we use two kinds of data to study the influence of electronic word-of-mouth on consumer trust. One kind of data is electronic word-of-mouth, the other is consumer trust.The main contribution of this paper is to study the following aspects: in theory, we, refer to the models of consumer trust in several industries and the specific condition in online shopping industry, build the model of the effective of electronic word-of-mouth on consume trust. We can use the conclusion that we get from this paper to guide the other industry. This study is very useful and meaning in the consumer trust research in theory. We found several major online shop website electronic word-of-mouth evaluation systems to build the more reason evaluation system. Then we use this evaluation system to research the effect of electronic word-of-mouth on consumer trust and how. Through the system to enhance consumer trust, companies can provide better products to meet customer demand, higher-quality services, thereby improving the image and increase business profits.