The influence of electronic word-of-mouth on consumers´ quadratic selection: Based on the positive research of banks in mainland China

Based on Technology Acceptance Model (TAM) predecessors have studied the impact of Internet word-of-mouth on consumer´s first selection. However, what is its impact on consumer´s quadratic selection? This research, taking the baking industry as a carrier, analyzes the relationship among the credibility of electronic word-of-mouth, trust, perceived risk, attraction and the intention to use. The result of this research indicates that trust and attraction produces a significant positive impact on the intention to use the bank; but the perceived risk is not positively influential to the intention to use to the bank. Simultaneity, it finds that when the intonation of word-of-mouth is different, male and female would have different intentions to use the bank.