Research on the relationships between hotel internet word-of-mouth and customers´ behavior intention based on trust

Combined with literature review, questionnaire survey, statistical analysis and interdisciplinary research, the paper aims to propose a theoretically integrated framework deciphering the relationship between internet word-of-mouth and customers´ behavior intention. Based on the literature review and this paper´s background, the research model is designed. And then collect survey data through questionnaires, and analyze the research data with SPSS 18.0 & AMOS 17.0. As the result, the study obtains with the theoretical and practical values: (1) The factors of Internet Word of Mouth spread channels, including openness, relationship strength, atmosphere characteristic and authority have influence on customers´ behavior intention, in which trust play an intermediary role. (2) The own factors of internet word-of-mouth, including the interests of word of mouth, the number of word of mouth, and the tone of word of mouth impact customers´ behavior intention by the trust. And the usefulness of word of mouth and the interaction of word of mouth affect customer behavior intention directly. Finally, the management and marketing advices have been proposed for hotel, including converting the ideas and direction of network marketing, improving and extending the hotel workflow chain, enhancing effective communication with the hotel customers.