With the development of the Internet, the virtual community of word-of-mouth communication and word-of-mouth marketing has become a new hot spot.At the same time ,xiaonei networkis considered as a new type of netwrk community.This paper expects to make it clearly what makes an influence on xiaonei’s word-of-mouth,and how about it’s extent.Through a questionnaire survey to collect and communicate on we make out that active search word ,Relationship between the intensity ,Perceived risk ,Disseminators of expertise and the expertise of the recipient have influence on xiaonei’s word-of-mouth.So we suggest the ower of xiaonei can improve the word-of-mouth by five sides above.
Key words: xiaonei, word-of-mouth,influencing factors
1. Introduction
1.1 Introduction of xiaonei
Xiaonei network (xiaonei.com) was established in December 2005, Tt is China's earliest campus SNS community. In October 2006, Oak Pacific Corporation bought the xiaonei network. with the end of the year, the company completed Qianxiang 5Q xiaonei network and it combined with the xiaonei network, and then officially named the xiaonei network, the domain name: www.xiaonei.com. At this point, the xiaonei network has become monopoly network of university students in China market .
When the establishment of the xiaonei network it’s one of the most important characteristics is to limit the university with a specific IP address or e-mail the University of user registration, so that we can be assured that the vast majority of the registered users are college students. Registered users can paste their own after the photos, write blogs, etc. Leave Message. The website is to encourage college students real-name registration of users, upload real photos, so that the network of university students experience the fun of real life.
After nearly three years the rapid development of the school network has grown into China's Internet users as a whole to provide services of SNS social networking site, to a different person with a full range of interactive communication platform, greatly improving the efficiency of communication between users reduces the maintenance cost sharing between users through the provision of release log, save the album, music video station to share the functions of internal and external resources to build a high-performance feature-rich platform for user interaction.
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