Research on the Influence Mechanism of Online Word of Mouth From Third-Party Review Platform Affecting Sichuan Consumers' Choice of Catering Brands

Abstract

In the context of Internet development, third-party comment platforms have flourished. With their strong user interaction and the ability to spread viral word-of-mouth information, they subverted the traditional ways and models of word-of-mouth communication. In the era of rapid development of intelligent technology, consumers would rely on the online word-of-mouth information of third-party review platforms when choosing catering brands. With the help of the powerful information dissemination ability of the Internet platform, IWOM delivered a large amount of valuable reference information to consumers. Therefore, it would be great to study the influence of online word-of-mouth information dissemination in third-party comment platforms on consumers' brand selection and for merchants to carry out accurate online marketing activities. The study objectives were to explore the influencing factors of homogeneity, relationship strength, specialty, website credibility, quality, quantity, and direction in third-party review platforms of consumer brand selection in Sichuan and; suggest the improvement of online word-of-mouth influencing mechanisms in third-review platforms affecting Sichuan consumers' choice of brand selection.