Study On The Impact Mechanism Of The Influence Of Electronic Word-of-mouth In Microblog

In light of the growth of internet usage and its important role in the field ofe-commerce, electronic word-of-mouth (eWOM) has been changing people’sbehavior and decisions. People count on other users’ opinions and information; theysometimes even make offline decisions based on information acquired online. Onlinesocial networks (OSNs) offer organizations direct access to a plethora of informationabout their networks of connections and provide the means by which to createtwo-way, business-to-consumer (B2C) Information channels. Instead of traditionalimpersonal and one-direction advertising, organizations can establish a personal andtwo-way communication medium, by accepting members and having friends on theseplatforms.This paper aims to discuss the phenomenon of eWOM activity in OSNs, and inparticular microblog, propose a framework based on the identified academic literature;analyze eWOM literature in terms of quantitative development and qualitative issuesthat are useful to both academics and researchers; and provide directions andguidelines for future research studies in eWOM, examine whether they can beemployed by businesses as a resource for growth and adding value.In this paper, it establishes a theoretical model based on the literature review, themicroblog sender professional competence, the strength of relationship and interactionas the independent variables, cognitive trust and emotional trust, redistributed wishesas the intermediate variables, eWOM influential as the variable. Through the model, itproposes the assumptions in this study based on the existing research at home andabroad and designs the survey questionnaire. It uses the statistical analysis softwareSPSS16.0to do reliability analysis, factor analysis, correlation analysis and regressionanalysis by the results of the questionnaire in order to test theoretical models andresearch hypotheses.The main conclusions of this study are:(1) microblog message sender’sprofessional competence has a direct positive effect on the level of microblog eWOMinfluence. It also through emotional trust and redistributed intention to work on microblog eWOM influence;(2) the intensity of relationship and frequency ofinteraction between microblog message senders and receivers don’t have a directpositive effect on microblog eWOM influence, but they through emotional trust andredistributed intention to work on microblog eWOM influence;(3) emotional trust hasa direct positive effect on microblog eWOM influence, it also work on microblogeWOM influence through redistributed intention;(4) the sender professional ability,the intensity of relationship and frequency of interaction between microblog messagesenders and receivers have a positive effect on cognitive trust, but cognitive trust isnot directly effect on microblog eWOM influence, it through redistributed intention towork on.This study makes some marketing suggestions based on the conclusions to theenterprise:(1) microblog marketing actually is content marketing, companies shouldpay attention to content quality which publishes on microblog, it also should payattention to the frequency of release information;(2) the number of fans is important,but fans quality is more important. A good expertise and influence fan candramatically improves the degrees of breadth and depth of microblog information;(3)the relationship between enterprises and fans is very important, thus cultivate therelationships’ strength in order to enhance user stickiness;(4) the staff of businessfrom the top to the base can involve in microblog interaction, create topics on themicroblog platform in order to attract discussion and to improve the influence ofmicroblog.