Moderating role of online word of mouth on website attributes and consumer trust in E-commerce environment

The development of information technology has far-reaching impact on people's lifestyle. In the context of internet, trust plays an important role in consumers' purchasing decision making process. Many researchers have conducted extensive studies of online consumer trust for many years, and the study of consumer trust issues from the perspective of online word of mouth has become a hotspot of concern to researchers and enterprises. This study looks at the moderating role of online word of mouth on the relationship between website attributes and consumer trust. The study also proposes some effective online word of mouth marketing strategies in the context of e-commerce.