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TopIntroduction
Word of mouth refers to the praise of the masses; it generally refers to the comments of the masses; the oral legend of the masses is equivalent to an event or organization often mentioned by the public. In other words, word-of-mouth is what a person or enterprise is in the eyes of the public. Word of mouth can be said to be the precipitation of a series of information. With the development of the Internet, the wide application of search engines and the popularization of mobile Internet, users will definitely choose the word-of-mouth that will definitely refer to the precipitation of Internet damaging enterprise information to make decisions.
The Internet provides convenience and unlimited time and space for brand owners to spread word-of-mouth. If the target consumers are interested in a certain product, they will search the Internet for all kinds of information about the product. After eliminating the false and retaining the true, comparative analysis, they will enter the purchase decision-making and product experience sharing process. In this process, high credibility brand word-of-mouth will play a key role in consumer purchase decision-making, which to a certain extent makes up for the shortcomings of traditional marketing communication mode in promoting consumers to form purchase decision-making. Thus, the current marketing mode of word of mouth + community is realized, which is more suitable for the growth of brands.
Scholars have proved that consumers tend to make use of word-of-mouth to make decisions (Scott D Johnson et al. 1997). With development of internet, word-of-mouth plays more important role in marketing. Many companies seek motivation of word-of-mouth while advertisers focus on relationship between motivation of word-of-mouth and advertising effect (Auschaitrakul et al. 2017). On the basis of Yan Jun, Jiang Yinbo and Chang Yaping's (2011) “Research on the motivation of internet word-of-mouth and its relationship with word-of-mouth behavior”, with the help of its research framework, this paper aims to explore the relationship between internet word-of-mouth communication motivation and online advertising effect (Baretto. 2014, Yan et al. 2011, Yap et al. 2011).
The proposed methodology intended to find the effectiveness of motivation of word-of-mouth and advertising effect with the use of regression analysis method. The contribution of the article is as follows thus, session 2 represents the Theoretical framework, Session 3 represents Research hypotheses, Session 4 represents Factor analysis and regression analysis and Session 5 represents the Result and discussion part of the research.
Figure 1.
Structure of Motivation of Word-of-mouth and Effect of Advertising with analysis methods
TopTheoretical Framework
Motivation of Word-of-mouth
To some extent, motivation decides people’s action. Dichter (1966) summarized four kinds of motivation as follows: tension release, emotional release, information sharing and interest (Dichter et al. 1966). Engel (1993) added one kind of motivation, namely dissonance reduction Engel et al. (1993) Sundaram (1998) induced four kinds of motivation for both positive and negative ones respectively (Sundaram et al. 1998). In order to obtain dimensions of motivation of word-of-mouth in China, we processed deep interview for 86 students and formed 46 items about motivation of word-of-mouth on the web. All these items are designed as Likert scale.