Research On The Influence Of Online Reputation And Brand Trust Of Network Platform On Online Consumers' Purchasing Behavior

With the accelerated process of Chinese e-commerce, Internet word-of-mouth(IWOM) more and more become the topic of discussion and the object of study. Research on consumers' IWOM helps to strengthen the e WOM management and understanding of consumers' online behavior. Since the trust has a critical influence on consumer behavior intention, the online-trust has severed as an intermediary between brand building on internet and consumer's consume-network. In this paper, based on consumer perception perspective, we build consumers' consume-network meditational model, with the online-trust serving as the intermediary, and study the relationship between brand building on internet, online-trust and consumer's consume-network.The idea of this research is: first, through the literature search and sorting, to explore the concept of internet word-of mouth, mechanism of influence of IWOM on consumer behavior and some related factors. Then with the perspective of online-trust, based on the theory of trust, we study the role of online-trust intermediary and build consumers' consume-network meditational model. Then according to the theoretical model and some related theory, we design the questionnaire survey methods and survey with samples of college student and white-collared workers, distributing 200 questionnaires and obtaining 162 effective copies of questionnaire. finally use the statistical tool SPSS19.0 statistical data analysis and model test, determine the hypotheses, and finally puts forward the summary and suggestions.The main conclusions of this study are as follows:(1)there is significant positive correlation between the IWOM and online-trust, which also plays an intermediary role on IWOM and consumer's consume-network, and other significant positive correlation between the IWOM and the number of consumer's consumenetwork.(2) The IWOM and the degree of online-trust have a significant effect on consumer online shopping decision-making, in turn after the consumer's consume-network, which brings some IWOM and has a significant effect on the degree of trust to network platform. In a word, there is a loop between the IWOM, online-trust and consumer's consume-network.