The Influence Of Netizens' Online Comments On Receiver's Attitude And Consumption Willingness

A change of fundamental importance over the last 20 years or so has been the more or less worldwide emergence of internet as the preeminent medium of commercial communication and information. This research conceptualizes cognition and decision in online commercial transactions as communication acts. Persuasion theory and predicted weak tie theory are used to contextualize individuals'attitudes and behaviors in the risky and uncertain environment of online business-to-consumer (B2C) commercials. The intention is to begin to unearth the hidden processes involved in potential customers contact user-generated information, to research the interaction of credibility, individual will and consumer's social connection. This study will take an empirical approach to explain how digitization, media convergence, and technological and social factors have changed the communication environment in which online persuasion occurs. The result will be based on the findings of quasi- experimental study and surveys of 221 online buyers.