Research On The Trust Of Word-of-mouth In Neighborhood Network Community

With the continuous development and popularization of network technology,the communication between people becomes more convenient.The low cost,high speed and broad scope of network information transmission,has caused the exploding of information resources,and is difficult to distinguish the authenticity of the information.Therefore,how to find true and useful information from countless information has become the focus of people's attention.In recent years,the neighborhood network community has gradually attracted people's attention.As a combination of reality and virtuality,it has the characteristics of fast circulation of virtual community information,and the low risk and high information trust of communication.So,it has a high marketing research value.In this paper,we explore the formation mechanism of the trust of word-of-mouth in the neighborhood network community by combing the literature of many scholars at home and abroad,analysising the relationship between the strength between neighbors,interpersonal trust and thus trust factors derived from the impact of word-of-mouth.The main concern of this research is the influence factors of the word-of-mouth trust in the neighborhood network community.The research contents include:(1)To introduce the word-of-mouth trust into the neighborhood community to study the influence factors of word-of-mouth trust in the neighborhood community;(2)Analyze the similarities and differences between the network community and the neighborhood network community,and put forward the operation measurement of the word-of-mouth trust and its various influencing factors;(3)Analysis the relationship between strength,community atmosphere and the identity of the sender of word-of-mouth with interpersonal trust and word of mouth trust.In this paper,through indepth analysis and discussion to the three issues above,using the research methods of theoretical research,theoretical derivation and empirical test,finally completed the task of this paper,and draw the following conclusions:First of all,with the development of the Internet,the virtual network community began to enter the traditional community,and has been effectively used in the traditional community.The paper based on the neighborhood community,learn from the research of internet word of mouth and virtual network community,discussed the word-of-mouth trust in neighborhood network community.Then,the study put the relationship between neighborhood,the identity of the sender of word of mouth,community atmosphere,interpersonal trust,word-of-mouth characteristics,channels of word-of-mouth communication and characteristics of word-of-mouth into the research model.Finally,through empirical research,the paper draw the following conclusions:identity of the word-of-mouth sender has a positive impact on interpersonal trust and word-of-mouth trust;community atmosphere has a positive impact on word-of-mouth trust;interpersonal trust as an intermediary variable affects the relationship between the strength of relationship,community atmosphere and the identity characteristics of the word-of-mouth sender's with word-of-mouth trust;private word of mouth has a significant effect on interpersonal trust and word-of-mouth trust,but the regulatory role of the public word-of-mouth communication of and word-of-mouth characteristics has not been confirmed.