A Study of Consumer Intention of Online Word of Mouth Communication: Based on the Perspective of Consumer Generating Digit Content

This paper explores the characteristics of consumers generating digital contents and the inherent consistency of UGC and online word of mouth based on systemizing the existing theories, provides some countermeasures for companies on how to guide consumers to participate in generating digital contents, so as to stimulate their intentions of online word-of-mouth. This paper suggests companies taking the advantage of consumer generating digit content, developing and innovating on the content, form and communication channels, which will lay the foundation of consumer generating positive digit content concerning a company, and then foster the positive online word-of-mouth.