The Influence Of Information Reliability On The Credibility Of Word Of Mouth Information In Online Community

In the several years,consumers can browse all kinds of information related to products and service in a moment on internet that means the Word Of Mouth on internet is very important for consumers' buying inclination.The value of Word Of Mouth is that it provides unbiased and originally information and influences consumer's buying inclination with information persuasion and credibility's perceptions.This research mainly includes two experimental studies for the core ideas and hypothesizes.Study 1 investigates the influences of different information of determinacy on the information credibility awareness by a single variable 2(express information indeterminacy vs.express information determinacy)laboratory experiment.What could be drawn out from the study is that there is significant difference between the information reliability of determinacy and indeterminacy groups.Individuals who are receiving determinacy information will more reliability to the indeterminacy information.Following the previous study,there introduce a new regulated variable,identity disclosure in study 2.And this double variables 2(express information indeterminacy vs.express information determinacy)×2(anonymous identity disclosure vs.onymous identity disclosure)experimental study realizes a test of interaction among the variables of information determinacy and identity disclosure.The conclusion shows that the information reliability is significantly variously expressed on both different conditions of information determinacy and identity disclosure.When the expressed information is determinacy,individuals who receive the information from anonymous identity have higher information reliability than from the onymous identity.On the contrary,when the expressed information is indeterminacy,individuals who receive the information from onymous identity have higher information reliability than from the anonymous identity.The studies above make some effective implications on the referred fields of segmentation of internet information,online community word of mouth marketing: using different deterministic expressing information on brand promotion;through the combination of different identity disclosure and information determinacy,promoted brand on the internet community with word of mouth.The innovations of this study are:(1)Different from traditional research,this research focuses on the influence from information determinacy or indeterminacy,to the internal mechanism of information credibility.(2)This research involves identity disclosure regulated besides information determinacy to give a test of their interaction to information credibility.(3)Some of the operational marketing strategies that are fitting for the consumers' psychology are offered on the basis of the experimental study results,which will combine the theoretic and industry study.