A Trust-Based Framework for Internet Word of Mouth Effect in B2C Environment

As a valuable source of information, Word Of Mouth1 has always been valued by consumers and business marketers. The Internet provides a new medium for Word Of Mouth communication. Consumers share their views and comments on products, services, brands and enterprises through online platforms, thus forming Internet Word Of Mouth, which will be of great importance to B2C enterprises. However, disturbing and even false information as well as uncertainties and risks existing in the online communication environment lead to the crisis of online trust. Accordingly, this study constructs a trust mechanism model of Internet Word Of Mouth effect, which shows that the professionalism of communicators, online relationship strength, communication channels, and product involvement are key factors significantly affecting the Word Of Mouth effect. This model can provide theoretical guidance in the word-of-mouth marketing and the operation of B2C e-commerce enterprises.