Research On The Effect Of Social Capital And Electronic Word Of Mouth On Brand Trust In Virtual Community

With the development and application of network technology,the scope and intensity of communication which through the network are increasing day by day.Consumers can share ideas and opinions about some products or services from different social networks,forums,and third party evaluation websites,quickly and conveniently,and it is called Electronic Word of Mouth.Such as Taobao,Jingdong online shopping sites,they have product reviews of the system,and the WeChat,the microblog and other social networking sites can spread relevant information and comments,and there are also have some specialized product evaluation platform such as Public comment network,Xiaohongshu.In the kinds of virtual community platforms,people play a variety of roles,have variety of interactive relationships as in the entity community,through trust and regulation,the network relationship resources are gradually accumulated in the virtual community,so as to achieve the purpose of coordination and cooperation.This kind of relational resource is called "social capital" in the entity community,and the social capital in the virtual community we can call the virtual social capital.The rapid development of virtual community has set up a brand-new platform for various enterprises to carry out various marketing activities,c onsumers also get information of the reputation and brand of the goods through these platforms,so as to make purchase decisions.Therefore,the effect of social capital on electronic word of mouth and brand trust in the virtual community has aroused widespread concern among scholars.This paper selects the consumer virtual community as the research background,after reviews the literature at home and abroad about social capital,network reputation and brand trust,construct a structural model which takes social capital as independent variable,electronic word of mouth as intermediary variable,brand trust as the result variable.The purpose of this paper is to study the impact of social capital on electronic word of mouth and brand trust in virtual communities,and provide practical reference for the brand management of the enterprise.This study is based on the network users of the consumer virtual community,648 valid sample data were collected by online and offline,and SPSS20.0 was used to validate conceptual models and research hypotheses,the conclusions are as follows:(1)Virtual social capital has a positive impact on online word of mouth;(2)Electronic Word of Mouth has a significant positive impact on brand trust;(3)Electronic Word of Mouth plays a partial mediating role in the influence of virtual social capital on brand trust;(4)Virtual social capital has a significant impact on brand trust.