Research On The Release Of Virtual Brand Community Online Word Of Mouth And Its Influence

With the development of the Internet,various online communities become important approaches for consumers' access to products information.Among whom the virtual brand communities are indispensable platform of releasing IWOM and making purchase decision for customers.Theoretical model of this article could be divided into three parts.The first part discusses"Individual factors" and "Community factors".The second is about "Product-IWOM's releasing behaviors in virtual communities" and "The trust between community members".The last part focuses on how IWOM affects purchase decision making.This paper argues that individual factors,including "Satisfactory degree" and "Social capitals",and community factors,including"Atmosphere of community" and "Category of community",are both the crucial factors for IWOM's releasing.Besides that,community factors are closely connected to users' trust as well.Empirical study shows that,with the respect to IWOM's releasing behaviors,both individual and community factors affect dramatically.Concerning IWOM's influence,IWOM's releasing and trust are key mediators for purchase decision making.By empirical study results and discussion,this paper reached important conclusions as follows:(])Personal social capital,community atmosphere and community type are three important factors affecting the influence of Internet word-of-mouth.While,personal satisfaction did not have a significant impact.(2)Community atmosphere and community type will significantly affect the trust,at the same time,they also influence the reputation of Internet word-of-mouth by trust.(3)Trust and word-of-mouth releasing have a significant impact on the influence of Internet word of mouth.Community atmosphere,community type,individual social capital and trust also have a significant impact on word-of-mouth releasing.At the same time,they will also influence the influence of online word-of-mouth through the releasing of Internet word-of-mouth.(4)Trust and word-of-mouth releasing are important mediator variables.Among them,the Internet word-of-mouth releasing is a relatively important one of the two intermediary variables.According to the above conclusions,this paper presents the corresponding practical suggestions,and the deficiencies of this study as well as discussing directions for furthers research.