Virtual Community,Online Word-of-Mouth and Consumers′ Behavior

With the development of E-commerce,virtual community becomes an important channel for consumers to share their shopping and consuming experience.More and more consumers are inclined to take online word-of-mouth of products or service in virtual community as reference information for their online shopping.Based on relevant research and literatures in China and oversea,this paper sets up a hypothetical model taking online word-of-mouth as an influential factor and modifies the model with factor analysis methodology.Based on all these research,the paper finds that there are five influential factors that play important role during the process of consumer′s behavior being affected by online word-of-mouth,which are information resources,information communication direction,members′ qualification in virtual community,interaction among members in virtual community and products quality for sale.If enterprises aim to leverage online word-of-mouth,they need to offer sufficient online message,enhance information credibility,increase indirect return of online word-of-mouth and fully prepare to handle crisis while facing negative online message.