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1、AdvancedMaterialsResearchVols.403-408(2012)pp3329-3333Onlineavailablesince2011/Nov/29atwww.scientific.net©(2012)TransTechPublications,Switzerlanddoi:10.4028/www.scientific.net/AMR.403-408.3329MechanismResearchofOWOMMarketingBasedonSORandAISAS1,a2.bChenYa-liandHuan
2、gTao-zhe1XiKangRoad1,GulouDistrict,Businessschool,HohaiUniversity，Nanjing,China,210098,LongXiRoad10,YuhuaDistrict,Businessschool,SanJiangUniversity,Nanjing,china,210012,2XiKangRoad1,GulouDistrict,Publicmanagementschool,HohaiUniversity,Nanjing,China,21008abcylnj200
3、8@163.com,hehaihtz@yahoo.com.cnKeywords:OnlineWord-Of-Mouthmarketing,AISASpattern,S-O-Rmodel,mechanismAbstract.Withitsgreatpoweronconsumers’buyingbehavior,onlineword-of-mouthmarketinghasbecomeanimportantmarketingapproachforenterprises.MechanismresearchofOWOMmarket
4、ingisveryimportanttothesuccessfulimplementationofOWOMmarketing.BasedonthecombinationofS-O-RmodelandAISASpattern,thispaperestablishesanOWOMmarketingmechanismmodel,dividesOWOMmarketingintofourstagesandgivesomesuggestionsonOWOMmarketing.IntroductionAsthemostinfluenti
5、alinformationdisseminationapproachofproduct,word-of-mouthisanimportantmarketingmethod.Traditionalword-of-mouthcommunicationislimitedtoacquaintancesorally,whileavailabilityoftheinternetprovidesconsumeragreatinformationexchangeplatform.Onlineword-of-mouth(OWOM)affec
6、tsconsumerbehaviorgreatly.AccordingtotheChineseconsumerreport2010,publishedbyRolandBergerStrategyConsultants,oneoftheglobal5-toppeststrategyconsultantscompanies,andCIC,ChineselargestOWOMresearchconsultantcompany,53.6%consumersgettoknowabrandthroughOWOM,58.7%consum
7、ershavebeeninfluencedbyOWOM,and47.5%consumerssearchforOWOMevenafterpurchase.OWOMischangingChineseconsumers’consumptionhabit.AlthoughOWOMmarketinghasbeenappliedbymoreandmoreenterprises,andgreateffectshavebeenaccomplished,researchesonmechanismofOWOMmarketingarerare.
8、CombiningmarketingpatternAISASandconsumerbehaviormodelSOR,thispaperestablishesanOWOMmarketingmechanismmodelandanalyzesthefourstagesofOWOMmarketing.OWOMm
