Research on Motivation and Effect of the Consumers’ Internet Word of Mouth Spreading

DOI

10.2991/icfcce-14.2014.41How to use a DOI?

Keywords

internet word of mouth, motivation, effect

Abstract

With the development of the information technology, internet word of mouth has become a very important guidepost of the consumer shopping. As a very important way, the influence of the word of mouth marketing is growing gradually recognized by people. To correctly understand the important role of the word of mouth among consumers, it is necessary to know its motivation and effect. This paper describes the meaning of internet word of mouth, analyzes the motivation of internet word of mouth, and probes the positive effect and negative effect of internet word of mouth giving an example.

Copyright

© 2014, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Kai Xiong
PY  - 2014/03
DA  - 2014/03
TI  - Research on Motivation and Effect of the Consumers’ Internet Word of Mouth Spreading
BT  - Proceedings of the 2014 International Conference on Future Computer and Communication Engineering
PB  - Atlantis Press
SP  - 164
EP  - 167
SN  - 1951-6851
UR  - https://doi.org/10.2991/icfcce-14.2014.41
DO  - 10.2991/icfcce-14.2014.41
ID  - Xiong2014/03
ER  -