代写英国诺丁汉特伦特大学(Nottingham) 传媒 assignment

　　【Abstract】代写英国传媒assignment作业 Internet not only changes people’s lifestyle, but also creates new business mode and economic form. On the one hand, more and more consumers come into contact with internet and air their opinion, share information or get resource through this way. It’s becoming more and more common for consumers to utilize electric medium to contact with each other. On the other hand, companies in every industry all wake up to the all-around challenge with the development of Internet technology and try to find their way out from strategy, marketing, technology and other aspects.With the development of internet technology and virtual community, there’s a mass of information to be diffuse every day in network environment. Although it’s identified by both academia and practice that, compared to other information source such as advertisement, consumers may consider Peer Recommendations to be more credible and useful, the flow of product-related communication from consumer to consumer (C2C) remains a much less researched aspect of e-commerce (Smith, Menon & Sivakumar, 2005).Previous research in the field of virtual community shows that there are few empirical studies on intercommunion, organization, participation and knowledge sharing in virtual community. Also, previous research in the field of marketing engineering shows that there are few empirical studies on the process of word-of-mouth (WOM) and the motivating factors of sources of WOM.Based on the review of relevant theories and literature, with the background of flourish of internet and e-commerce in China, this paper emphasize on the motivation of source of WOM as members of virtual communities and the impact of this new-style information on consumers’ purchase decision. The research purpose is to put forward online WOM theory based on network and trust through study on behavior rule of participators of virtual channels and provide advice of internet and e-commerce practice.This paper put forward two conceptive models, they are model of motivating factors of consumers’ online WOM deliver behavior and model of impact of online WOM on consumers’ purchase decision. The research comprises of five problems from two aspects. They are motivating factors of online WOM and virtual social capital from aspect of sender and factors of online WOM impact, the process of impact of online WOM on consumers’ purchase decision and moderating effect of product category from aspect of receiver.The paper adopt both normative research and empirical research, and both quantitative research such as literature reading, depth interview, grounded theory and qualitative research such as questionnaire and data processing software (SPSS 15.0 & AMOS5.0). Through the survey, the research collected 632 valid samples from 51 virtual communities and product review sites of 12 categories. The conclusions are summed up as follow:1. According to traditional motivating theory and virtual community theory in marketing, we combine Social Exchange Theory(Blau,1964) and Social Cognitive Theory(Bandura,1989), analyze the motivating factors of consumers’ WOM diffuse behavior from personal-related outcome expectations, community-related outcome expectations, product-related outcome expectations and knowledge self-efficacy.The empirical study shows that the "quantity" and "quality" of WOM information sharing behavior have different factors. Personal-related outcome expectations play an important role in terms of both quantity and quality while product-related outcome expectations and knowledge self-efficacy have a positive effect on quantity and community-related outcome expectations have a positive effect on quality. These conclusions partly prove current research conclusions on knowledge sharing in professional and interest virtual communities (Ridings & Gefen, 2004

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