Abstract

Electronic Word-of-mouth(eWOM) is important information affecting consumers' online buying. This study examined factors influencing eWOM effects in China. We developed a structural model of eWOM effects including customer susceptibility to interpersonal influence (CSII), using experience of eWOM , perceived eWOM credibility, and eWOM effects. As results of 209 survey data analysis, CSII influences using experience of eWOM , perceived eWOM credibility, and the eWOM effects, and using experience of eWOM influences perceived eWOM credibility and eWOM effects, and perceived eWOM credibility influences eWOM effects. Implication of the study and further research are suggested Index Terms-eWOM effect; Using experience of eWOM; Perceived eWOM credibility I. INTRODUCTION The number of online shopping users of China in 2009 (87,880,000) is almost 3 times as in 2004. The Internet is changing the nature and power of Word-Of-Mouth (WOM) communications and the directions and volume of communications among the firm and consumers [32, 33, 34]. The Internet provides a much better way for consumers to gather product information and consumption-related advice from other consumers by electronic WOM (eWOM) like online review [14]. When it comes to factors affecting online shopping decision in China, 43.3% of online shopping users chose "Online Review" as the important factor ,while 34.7% chose "friends' suggestion" [8]. So Online Review is more important factor affecting online shopping could be recognized easily. Online review is an main source of eWOM communication [25, 5, 16], which become an important means of marketing communication because many consumers search for online reviews as the first step for purchasing online [23]. Online review, as the eWOM source, plays a very important role for shoppers' online behavior. And about the frequency of using online review in China, 41.1% of online shopping users read reviews every time they buy goods online. Another 26% said that they often read reviews. China's consumers' intention to share their own information online is not that generally learned until now, but most of the sharing consumers tend to use online review as a channel (63.8%), and they also like to use blog(27%), bbs(21%), shopping site(17%), portal site(15%) to share the specific information [8]. The main purpose of this study is through investigate about Manuscript received December 9, 2010.

Off-farm diversification offers an important pathway out of poverty while health-impaired rural farmers can hardly seize the opportunity in developing countries. This paper investigates how chronic illness shapes livelihood structure and income generation in rural China. Our sample consists of 3850 rural households in Southern China and we rely on instrumental variable regressions to identify causal effects. We find that farmers with chronic illness tend to diversify towards local off-farm employments, rather than migrants, since local off-farm employments are more likely to act in a strategically complementary way to farming. Further analysis shows that income returns of diversification tend to be substantially higher for the health-impaired. While the relationship between diversification and income presents a conventional inverted U shape for the healthy, it is best categorized as upward sloping with diminishing marginal effects for farmers with chronic illness.

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