Study The Effects Of Word-of-Mouth On Consumer Attitudes Based On Credibility

With the rapid development of the Internet and social tools,communication channels gradually shift from traditional off-line to on-line,the speed of its spread and impact power are amplified exponentially,how to effectively use word-of-mouth(WOM)and maximize the utility of WOM has become the focus of attention.Firm B as a traditional white good company,it sensitively perceived the value of WOM and engaged in its daily marketing.Firm B already has a steady industrial reputation,and while practicing,it found several confuse including:why the effect is unsatisfied over invest?How to deliver the WOM in a correct way?And how to manage and utilize the friend circles effectively?This study will base on the home air conditioner,make empirical analysis on these three topics through literature review,model hypothesis,questionnaire survey and SPSS data analysis.Then think out the root cause for Firm B's confuse and come to a practical solution.After the investigation indicates:based on the home air conditioner,the insistency of consumer attitudes and WOM will weaken the influence of WOM to consumer attitude.The credibility of negative WOM and positive WOM of virtual community are both low,the emotion has a positive effect on the credibility of acquaintances WOM.Although virtual community WOM becomes more and more important,but consumers prefer acquaintances WOM,meanwhile,the involvement of internet has a moderating effect between acquaintance WOM&virtual community WOM credibility,but the effect is weak.And more interesting is the credibility of acquaintances WOM and virtual community WOM have positive interaction on cognitive and affective attitude,except the credibility of virtual community WOM has no obviously impact on acquaintances cognitive.Based on the results above,the advice for Firm B to enhance its effective on WOM could be as following:objective appraisal on products to win the trust of consumer,create some new hot point to break the consistence,and finally improve the involvement of consumer which will boom the spread of WOM in friend circles.