Study about Influence Factor of Credibility Dissemination of Internet Mouth

Firstly, the article defined the concept of internet mouth in different research fields; on the base of realistic condition of Chinese electron commerce, the influencing factor model of internet mouth of dissemination credibility was built. In the analysis validated, website credit, information frame, the character of information disseminator, the specialty of information embracer, the connection intensity between information disseminator and embracer, and interaction factor were found, which infected the internet mouth of dissemination credibility. Through correlation analysis of six factors and the internet mouth of dissemination credibility, it was found that different factor show different correlation degree. In the same time, it was also pointed out that the forms of website and information had direct influence on the internet mouth of dissemination credibility by compare means. At the final, this research built credit measure equation across analytic hierarchy process, and provided some advices for internet mall.