Formation and development of customer word-of-mouth communication network

This paper examines how the word-of-mouth(both positive and negative sides),two components of trust(competence and goodwill),and perceived web risk influence consumes online purchase intention.

Enough attention is paid to the effects of word-of-mouth in the service industry.

Today,word of mouth is so important that it is a factor that decides a company to exist or die.

The manufactures reach consumers closely, direct marketing can be made on the Internet; word of mouth is getting more important in the E marketing; the functions of retail stores are being changed; and customization has become the essential marketing strategy.

Owing to the importance of influence on customer behavior, Word of mouth is called“The No.

When the market of customer-centered is coming,the enterprises rely more and more on marketing of public praise.

The term of "public praise" refers to the consumers s praises and propagations of some products and services .

Research on Word of Mouth Take an Example of Starbucks;

According to the communication and persuasion theory,a framework of determinants of online word-of-mouth re-diffusion intention is put forward from the perspective of the source,content,and receiver.

The effect of online word-of-mouth(OWOM) is influenced by OWOM credibility.

The Influence of e-WOM on Receiver Attitude Research;

With the increasing popularity of internet,e-WOM became an important information source for tourists in choosing their tourism destinations.