Word - Of - Mouth Communication In Network Space And Its Effect

According to the case of Taobao, the insight about the polarization and mutation of e-WOM (Electronic Word of Mouth) has been proven in this thesis, while using Elaboration Likelihood Model to explain how consumer react in decision making. The original intention of the creation of e-WOM is to symmetrize the information, however, during the application of e-WOM, there might exists information asymmetry caused by the communication trap.In the process of e-WOM, there exists polarization when the information forms inclination. During the case of Taobao, when the trade volume and positive feedback rate is high, the polarization emerged then, the basis of polarization is the aggregation of feedback polarization. Especially when large amount of default positive feedback aggregates, the polarization of the feedback inclination will emerge.When the consumers formed a group polarization in feedback comments, it will continue to draw new consumer automatically, therefore the positive feedback will keep aggregating. In the other hand, the group polarization of e-WOM is slight aggregating in the early stage, but strongly inclined in the later stage.