The Impact Of Internet Word Of Mouth Information And Cognitive Demand On Consumer Trust

Word of mouth has an important role in consumers of making purchase decision,internet word of mouth(IWOM)has already became a new marketing battlefield of all enterprises since the urgent developing of the Internet and mobile Internet.Most consumers prefer to search word of mouth information while they are shopping online or using internet to find any services offline.In the past,the study of Internet word of mouth divides it into: the word-of-mouth information sender;the network word-of-mouth information itself;and the network word-of-mouth receiver.Previous scholars found that trust is the important bridge between IWOM and consumers' purchase decisions.Different characteristics of the IWOM will have different effects on consumer,and most research of the existing literatures were carried from the IWOM information sender,other than the influence on the consumers' trust given by different IWOM information with different characteristics.In this study,we use the way of empirical research to classify IWOM from the form and content,to explore the trust of consumers with different cognitive needs regarding to IWOM information with different characteristics.The results show that consumers are more inclined to trust in the IWOM information with abundant format other than pure and normal format of IWOM information.Compared to the content of the low interest rate of IWOM information,consumers are more inclined to trust the information within the high degree of interest.Relative to the high demand for consumers,low awareness of consumers are more concerned about the form of IWOM information.Relative to the low awareness of consumer demand,high awareness needs consumers pay more attention to IWOM contents.The results of this study further improve the relevant theoretical basis of IWOM and expand the application of cognitive demand theory in the marketing of word of mouth.At the same time,this study provides the network marketing with some management inspiration to help them get better analyze and understanding the target consumers.Which provides a theoretical basis and practical reference for enterprises to have a better knowing of what kind of online word-of-mouth information could be exhibited effectively according to different cognitive needs.