The influence of online word-of-mouth of variety shows on audience's behavioral intention : taking audience trust as the mediating variable

Abstract

With the development of the Internet, people tend to learn about word-of-mouth information about products, services or enterprises on the Internet, that is, network word-of-mouth. This paper reviews a large number of literatures and introduces the intermediary variable of audience trust. A theoretical model of the influence of network word-of-mouth on the behavioral intention of the audience is established. The results show that online word-of-mouth is positively correlated with audience trust. Audience trust has a significant positive effect on audience behavioral intention; There is a significant positive correlation between online word-of-mouth and audience's behavioral intention. The mediating effect of network word-of-mouth on audience behavior intention of variety shows is not completely realized through audience trust. Finally, this paper puts forward the following specific suggestions to Chinese variety shows production team : 1) to build a multi-level communication platform; 2) Improve and extend the project team's workflow chain; 3) Strengthen effective communication with the audience; 4) Improve the audience's trust in variety shows.