Research On The Influence Of Relationship Intensity On Internet Word-of-Mouth Propagation Effect

Word of mouth plays an important role in changing consumer attitudes and behaviors,as well as affecting consumer decision-making.With the rapid development of Internet and social networks,the spread and spread of Internet word-of-mouth has broken through the limitations of the original space-time model,and broke out for individuals.The immeasurable influence of the enterprise and the society as a whole.Nowadays,when people make consumption decisions,they are more and more dependent on word-of-mouth information between people.The influence of the relationship between consumers on word-of-mouth communication embedded in social networks is increasing.This paper aims to explore the influence of the relationship strength of network users on the word-of-mouth effect by means of quantitative research,and explores the changes in behavioral willingness of consumers in the process of word-of-mouth persuasion.Based on a large number of reading research literatures,based on a large number of reading research literatures,based on the theory of communication persuasion and previous research results,the author constructs a theoretical model of the influence of relationship strength on word-of-mouth communication effects,taking the film industry as the entry point and conducting a sample survey through questionnaires.The relevant data was collected,and the data was descriptive statistical analysis,reliability analysis,validity analysis,regression analysis and mediation effect test.The results show that the relationship intensity has a significant positive impact on word-of-mouth persuasion effect and user sharing intention;The relationship strength has a significant positive impact on trust and homogeneity;trust and homogeneity play a part in mediating the influence of relationship strength on word-of-mouth persuasion.According to the research results,in the social network environment,theperception of the relationship between the sender and receiver of the word-of-mouth is reflected in the process of searching,receiving and re-transmitting the word-of-mouth information,which has an important impact on the purchasing decision of the consumer.This is consistent with word-of-mouth persuasion theory.According to the survey data in this study,the relationship strength affects the word-of-mouth effect more than the trust degree.On the other hand,the similarity between the word-of-mouth sender and the receiver also affects the consumer's trust in word-of-mouth.When conducting word-of-mouth marketing for the college student market,enterprises can monitor these variables to more accurately predict the behavioral will of college students,provide some inspiration for the marketing and application of film network word-of-mouth,and try to provide reference for the development of other industries.