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This paper, based on the literature review and the trust theory, makes an empirical investigation and analysis in the context of today's internet and e-commerce in China. It researches influencing factor of the online public praise relating to behavior patterns about participants on the virtual platform in the case of different types of commodities. Experimental results show that the communicator's professional degree for goods and the homogeneity of internet users have positive effects on the public praise online, while the online public praise does not have a causal link with the contact strength between the virtual communities. Further more, the public praise has greater difference between professional website and comprehensive website for the experience-type commodity, and have little difference for search-type commodity.
Date of Conference: 7-9 May 2010