“Making Sense of IWOM” Topic One

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1、MakingSenseofIWOMTopic1:TheroleofInternetWordofMouth(IWOM)inpurchasedecisionsJune2009©2009CICContentsOverview3DoconsumerspayattentiontoIWOM?5WhydoconsumerspayattentiontoIWOM?7CanIWOMinfluenceconsumers'attitude8towardsbrands?HowdoesIWOMaffectthepurchasedecision10process?AboutCIC12©20

2、09CIC2OverviewForthepast5years,CIChasbeenstudyingtheChineseconsumerthroughsystematicobservationandanalysisofsocialinternetplatformssuchasblogs,BBSandsocialnetworksusingauniquemethodologythatcombinesquantitativeandqualitativeapproaches,includingonlineethnography,aswellascuttingedgete

3、xtminingtechnology.Throughsystematicobservationandanalysisofonlineplatforms,theirusersandotheressentialelements,wehavecometounderstandconsumers’onlinebehaviorandculture.OurwhitepapersfocusedonIWOMaroundautomobile,mobilephones,notebookcomputers,sportsaswellasourvarioustrendwatchesare

4、alltestamenttothiseffort.InCIC’smostrecentwhitepaperseries,“TheInternetisTHECommunity,”westressedtheimportanceofIWOManditsinfluenceonreshapingtherelationshipbetweenbrandsandconsumers.BrandswhichleverageIWOMcanhavenotonlymoreeffectivecommunications,butalsogainstrategicinsightsforprod

5、uctdevelopmentandoverallstrategy.Forourlatestwhitepaperseries,MakingSenseofIWOM,welookatconsumerbehavior,motivationandinfluenceofIWOM.WeuseamoretraditionalapproachwithcomprehensiveofflineresearchinBeijing,Shanghai,GuangzhouandChengdufromlate2008toearly2009.Theresearchincludedateleph

6、onesurveyof640BBSandbloguserstostudytheinfluenceofIWOMonthepurchasedecisionprocess.Wealsoconducted8focusgroupsand32in-depthinterviewswithBBS/blogusers(includingonlineopinionleaders)tofurtherexploreconsumers’onlinebehaviorandmotivationforengagingIWOM.UtilizingCIC’scombinedexpertiseon

7、IWOMresearchanddeepstrategicunderstandingofIWOM,ourteamanalyzedthedataandidentifiedinterestingandvaluablefindingswhichwewillbesharingin3separatepartsfortheseries:“TheroleofIWOMinpurchasedecisions,”“HowIWOMisgeneratedanddisseminated”and“Howbrandscanparticipateinonlinecommunities.”Tou

8、nderstandthedepthan