【正文】 方式。葉樹(shù)星（2008 ) 對(duì)網(wǎng)絡(luò)商家的信任能夠作為一個(gè)顯著的行為信念來(lái)影響顧客態(tài)度，最終對(duì)顧客進(jìn)行網(wǎng)上購(gòu)物的行為意愿產(chǎn)生影響。李念武（2009）指出，相似性是影響人際信任的重要因素。網(wǎng)上點(diǎn)評(píng)網(wǎng)站是有著相似興趣和愛(ài)好的人們聚集而形成的，相似的經(jīng)歷和興趣會(huì)使得交流雙方史易產(chǎn)生共鳴，增加彼此的信任。綜上所述，信任作為網(wǎng)絡(luò)消費(fèi)決策中的重要變量，在網(wǎng)絡(luò)口碑的作用機(jī)制中也會(huì)起著關(guān)鍵作用，很多研究將信任分解為不同的維度來(lái)進(jìn)行深入的角色探索還有待展開(kāi)。參考文獻(xiàn)：[1]中國(guó)互聯(lián)網(wǎng)絡(luò)信息中心(CNNIC) .2010，第26次中國(guó)互聯(lián)網(wǎng)絡(luò)發(fā)展?fàn)顩r統(tǒng)計(jì)報(bào)告.[2] [D] .，2008.[3] 李念武，[J].《圖書(shū)情報(bào)工作》. 2009（22），133137.[4] 黃英，[J].（6）， 3336.[5]——以電了郵件為例[D] .，2004.[6] [D].,2009.[7] [J].（5）,113117.[8] [D].，2008.[9] [J].（5），115116.[10] 、企業(yè)形象與關(guān)系品質(zhì)對(duì)網(wǎng)絡(luò)口碑影響之研究以線上游戲?yàn)槔齕D] .，2004.[11] 龐川，黃麗華，? 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Timid Choices and Bold Forecasts: A Cognitive Perspective on Risk Taking .Management Science, 1993(39),1731.外文翻譯原文1Internet wordofmouth trends in 2008How will brand marketers leverage platforms like blogs and social media to build their brands and reach out to Chinese consumers in 2008? I have been watching the Chinese internet wordofmouth space since 2004, and I strongly believe that 2008 will be the most interesting year yet. Here are my 10 predictions for the IWOM Industry this year. Brands (really) join the conversationAfter sitting on the sidelines listening to the millions of conversations happening around them on bulletin board systems (BBS) and blogs, a number of high profile brands in China will join the conversation and bee corporate netizens just as Dell, Intel, KFC and IPODwannabe Meizu did. They will use one of several platforms including blogs, BBS or a concept like Dell Idea Storm. Joining the conversation does not mean pure promotional blogs or BBS, which are set up for a quick campaign with frivolous posts or unsubstantial content that are later abandoned. Instead, these are rather longlasting platforms that will succeed because they are the voice of the brand. This is a noncorporate voice that reflects the brand and resonates with the consumer conversations at the same time.Online munities and brands forge more explicit relationshipsBrands will begin to recognise the power of the munities that already exist on vertical BBS, such as sites like PConline, Xcar, Redbaby and Baidu Tieba. These owners and fans in munities like the one for Ford Focus on Xcar provide customer service. It has volunteer experts answering questions as well as marketing via IWOM remendations. Companies like Get Satisfaction in the . have figured out such a business model to take this service to brands, and it won39。t be long before the mercial portals behind these munities begin to offer involvement, sponsorship or even outright purchase. BBS sites add SNSlike features and rebrand themselves as SNS Facebook is worth US$15 billion? In addition to sites like Xiaonei and making claims to be the Chinese Facebook, expect to see BBS munities add some social networking site (SNS) features and rebrand themselves as SNS in an attempt to ride the Facebook wave. The truth is, the Chinese BBS platform represents a 39。legacy39。 SNS platform. BBS sites already have massive munities and have SNS features such as private messaging and profiles, and in many ways, have stronger social networks than any of the existing SNS sites in China. Real names bees a buzzword that netizens don39。t buy into Sites like Hainei tried to copy Facebook by employing real name systems. Expect more SNS and BBS sites to try this. While real names can reduce seeding from gunners(people hired by brands or agencies to pose as consumers to write 39。fake39。 messages to promote the brand),it is unlikely netizens will adopt such systems. This is because self expression on the internet in China is driven by self exploration of different identities that netizens may feel inhibited to explore offline. Self exploration is better done anonymously.Brands recognise IWOM as a separate skill set and headcount in ChinaDo a search on American job aggregator, Indeed ,and see the increasing number of job descriptions including the term social media. Many of these jobs are related to digital marketing and PR. Toyota USA has an IWOM manager. We see this same trend happening in China, with some of our clients beginning to have budget line items and headcount dedicated to IWOM.Facebook acquires a local SNS, and Chinese netizens couldn39。t care lessFacebook will acquire a local SNS, but no one will care except for the foreign media. What does Facebook have to offer in China? Chinese netizens have been expressing themselves and municating online since the beginning of the Chinese internet in late 90s. Facebook will do fine, but they won39。t have the impressive numbers it has in the West. There is too much petition for the munity/ expression attention of netizens in China, and most of it is dominated by existing players like .Brands recognise the importance of social merceIf you think Jack Ma39。s Taobao is the eBay of China, or that Taobao beats eBay at its own game in China, then you are wrong. Taobao won by recreating C2C just for China by building up an incredible munity of buyers and se