Empirical study of the processes of Internet Word-of-Mouth within an online community context

With the development of Internet, network is becoming a more and more important channel through which consumers look for product information. But there is very little academic research on how internet information affects consumer behavior. The purpose of this study is to explore the predictors and mechanism of the influence of IWOM in virtual communities. The results show that, expertise of source, homophily, hedonic motivations and perceived search facility were four factors that affect the influence of IWOM. Furthermore, IWOM actively sought and trust have significant mediating effects on the relationship of predictors and the influence of IWOM.