The Research On Internet Word Of Mouth Dissemination Credibility

Now, the number of Chinese netizens is increasing rapidly.The enviroment of domestic e-commerce is growing maturely. Online payment and some steps on online shopping for example logistics and distribution increasingly sophisticated .Online shopping gets more credible.Because of these reasons ,the sales volume for online shopping shows explosive growth.More and more people tend to share commodity and service with others online.This behavior lead to the birth of the IWOM(internet word of mouth).People refer to the commodity's IWOM then decide whether to buy it online.At present there is a little survey for trust that what affect the spread of IWOM.Basis of this background,I write this dissertation to make the survey of the trust that what affect the spread of IWOM.Firstly I descripe the resarch for the different areas on the word of mouth, IWORM, network and Internet word of mouth trust word of mouth and define it.We referenced to foreign consumers trust e-commerce environment than we put forward the model of the impact factor what influent the trust for the spread of IWOM in China.I rsearched on website reputation ,information structure,communicators features,recipients of professional information,relationship strength information disseminators and receivers,interactive Factors.website forms and what the form information predented in.After careful research questionnaire design and pre-survey,I did some data descriptive statistics,reliability and validity analysis,correlation analysis,analysis of variance by SPSS software and Trust evaluation equation(APH).I finally concluded that that eight factors all have positive effect on the trust for the spread of IWOM...