代写英国传媒assignment作业; Wang& Fesenmaier, 2004;Wasko & Faraj, 2005; Chiu, Hsu & Wang, 2006) and extend the conclusion on consumer-opinion platforms by Hennig-Thurau et al.(2004).This research extend classical theory from professional and interest virtual communities to consumer virtual platforms.2. This research uses "virtual social capital theory" (Mathwick&Klebba, 2002) for reference,based on the theoretical model proposed by Nahapiet and Ghoshal (1998),we develop a conceptual model to examine how interpersonal network and three forms of social capital (cognitive, structural, and relational)relate to WOM information sharing behavior, improving on the research actuality which mostly from scattered and simplex point of view in this field.The empirical study shows that norm of reciprocity and commitment have a significant and positive effect on quantity and quality of WOM behavior, while online social interaction ties and membership increase quantity but not quality, trust and emotional connection increase quality but not quantity. This research exploits a new way on consumer virtual community.3. Based on previous research on WOM in marketing, this paper use two widely applied models on WOM proposed by Gilly et al.(1998) and Bansal & Voyer (2002) for reference and modify it in virtual environment. We apply Grounded Theory to be an accessorial qualitative method during model construction because of the inadequacy of research outcome in online social network and eWOM. The research analyzes factors of online WOM impact from three points of view of relation,individual and site with three aspects of tie strength,source credibility and homophily. The empirical study shows that all independent variables except online tie strength have significant and positive effect on online WOM impact. The conclusion not only proves the applicability of the modified model in online environment, but also enriches the previous conclusion in this field by Smith (2002),Komiak (2003) and Wang (2004).4. Based on the conclusion above, the research carries further to impact mechanism process of online WOM on purchase decision with classical trust theory in e-commerce & internet marketing field (Koufaris & Hampton-Sosa, 2004;Gefen & Straub,2003;Gefen et al.,2003).The empirical study shows that there are two main factors affect online WOM impact in mechanism process. Firstly, consumers’ WOM actively sought. As members of virtual communities, consumers’ interpersonal tie strength, expertise of source and the atmosphere and characteristic of sites play an important role underlying consumers’ WOM actively sought which then has significant and positive effect on online WOM impact. Secondly, trust. Consumers’ disposition to trust, relationship between an individual and a site and site trustworthiness play an important role underlying trust which then has significant and positive effect on online WOM impact. The empirical conclusion not only validates the theoretical model proposed by Brown, Broderick & Lee(2007) and the conclusions proposed by Smith(2002) and Komiak(2003) , but also validates the important role of trust in mechanism impact process of WOM in Chinese background.5. This paper also discuss the moderate effect of product category. The conclusion not only validates the conclusions proposed by Wang(2004) and Smith(2002), but also extend these previous research on research content and metrical dimension.The conclusions of this research not only have significant theoretical contribution in the field of e-commerce and word-of-mouth marketing, but also reveal crucial practical meanings for companies and virtual network operators with background of Chinese Characteristics.