Research On Attributes Of Online Word-of-Mouth In Web Community

In the interpersonal communication and mass communication era, word-of-mouth is considered as marketing information and early warning signal for marketing professionals and researchers. A great number of UGC websites has been launched and the scale of community with the same interests and hobbies is enlarging. Those who send topics, messages and comments online in the same web community created a large amount of WebPages and contributed a lot to the Internet. When those topics and messages are related to the consumer goods, brands and service, the UGC information can be called as online word-of-mouth because it can be transferred easily online. However, it is hard to check the authenticity of the WOM. In the Web community, WOM can highly affect the products, brands and services in the positive or negative way. Market researches and professionals are taking more attention on the online WOM because its influence on the final purchase decision making.The research purpose is digging out the information movement model and traits of the online WOM and analyzing the effective elements of the products or brand image, and finally finding out the relation between online WOM and Consumer behavior. It is easier to record the information flow and the exact time of each message than the WOM in reality.By analyzing formal research materials, content analysis, network analysis and analyzing questionnaires in statistic methods, this paper focus on two of the largest real estate online web communities in mainland China-Soufang Shanghai and Sina House Shanghai. The error information is filtered and the less representative data is neglected in case of the wrong conclusion.After making several hypotheses and forming the movement model of online WOM, questionnaires and web info digging are used to inspect and verify the hypotheses. Broad audient, anonymous disseminator and interactive discussions are analyzed by questionnaires. Communication intensity highly affects the Trust Degree; Posters'Influence highly affects the Communication intensity and Trust Degree; finally, the complex of Social Network highly affects the Communication Intensity.