Study on the Influences of Users' Involvement on Word-of-Mouth Intention in Virtual Community

With the rapid development of information technology and social economy,Internet has become an increasingly important channel of interpersonal communication,and Internet-based virtual communities are inclining to become a more important emerging area for consumers to share their experience and make comments on their purchasing experience. In turn,online word-of-mouth communication has also played an increasingly prominent role in virtual communities,and an irreplaceable role in enhancing the marketing performance of enterprises,especially the Internet enterprises while having an impact on purchasing decisions of consumers. Therefore,online word-of-mouth communication issues based on virtual communities have attracted many theoretical and practical concerns. This paper focuses on the influential mechanism of word-of-mouth intention,and probes into the intrinsic interactive relationship between involvement and word-of-mouth intention by taking users in a virtual community as the research objects. On the basis of existing research results,by introducing the variable-motivational orientation,this paper constructs a new model of word-of-mouth intention,and carries out a more in-depth analysis on the relationship between involvement and word-of-mouth intention,which can not only contribute to complementarily and improvement for online word-of-mouth researches,but also provide references for Internet enterprises to implement effective user word-of-mouth marketing strategies.