The Influence of WOM Information Characters Based on the Mediate Role of Attitude Toward the Behavior

Today, the firms have paid more intentions on WOM. The author finds by experimental study that the characters of WOM information such as consensus, distinctiveness and consistency all have significant positive influence on consumer's brand switching intention and the attitude toward brand switching. The attitude toward brand switching has mediated role when the WOM influences consumer's brand switching intention. In the end, we discuss the managerial implication of these results.