The Impact Of Internet Word-of-mouth On Customer Citizenship Behavior

In the popularity of the Internet today,the network driven consumer demands has become a common phenomenon.Internet reputation in the Internet economy plays an important role in the Internet environment,the reputation has become a product display window.The evaluation of the pros and cons directly affect the product image and corporate image,long-term excellent corporate image will undoubtedly bring the development of enterprises.Customer citizenship a key factor of promoting the formation of this phenomenon.In theory,the study of traditional word of mouth and online word of mouth has been involved in a number of areas,but for the traditional word of mouth and online reputation of the empirical study is still slightly inadequate.The purpose of this paper is to study the impact of the Internet word of mouth on the behavior of customer citizens,and to measure the impact model as customer variables as a mediator variable.The theory of social cognition puts forward that human inner cognition determines the result of actual behavior.Social exchange theory holds that people should return those who have given their help and the theory of planned behavior elaborates that the intention determines the actual behavior.The widespread spread of online word-of-mouth in the information exchange platform will help many people get useful information.Social exchange theory emphasizes that those who get help will return those who spread the information,and one of the ways to return can be citizenship.In this process of return,social cognitive theory and planned behavior theory can lead to the formation of the return:access to help the reputation of the reputation of the recipient of a profound impact on their behavior,that is,need to return to others.And the theory of behavioral behavior that the behavior of the intention to determine the results of this act,the intention of this return will eventually lead to the emergence of citizen behavior.Therefore,this study will be based on social cognitive theory,social exchange theory and planning behavior theory to study the widespread of online word of mouth to promote customer acceptance of products,and thus the formation of customer behavior of the impact of the model.In this study,quantitative research was carried out on the basis of qualitative research.474 valid questionnaires were collected nationwide by questionnaires.The structural equations were analyzed by using SPSS and AMOS.The results showed that the reputation of Internet users was positive.To the impact,and the customer promises to play a mediating role in the impact.On the theoretical side,the contribution of this research is mainly in the following two aspects.First of all,this study puts the network reputation,customer commitment and customer citizen behavior into a research model,and uses the method of normative analysis to construct the mechanism model of the action of online word of mouth on customer citizen behavior.Secondly,this research puts forward the application of customer commitment as the intermediary of the influence of online reputation on customer citizenship,which enriches the research on the mechanism of online reputation and citizen behavior.In practice,this study puts forward the influence of IWOM on customer citizenship behavior in time.In the rapid development of the Internet economy today,more and more individuals and institutions feel the tremendous impact of the network,the Internet economy will also play an increasingly important role.And this study is based on such a background,this study pointed out that the Internet economy under the word of mouth on the behavior of customer behavior mechanism,and confirmed its role in the path for enterprises to develop new markets,cultivate consumer brand recognition And communication is of great significance.Traditional economy is different from the Internet economy,the traditional word of mouth spread and the spread of word of mouth there are differences,the study of the enterprise marketing,corporate brand,etc.will play an important guiding significance.