A Comparative Study: Does the Word -of-mouth Communications and Opinion Leadership Model Fit Epinions on the Internet?

By reviewing the literature on word-of-mouth communications and opinion leadership, a theoretical model for epinions is proposed via comparing the epinions with the traditional WOM and opinion leadership model in five facets: (1) The changing environment of interpersonal communication fostered by the Internet and increasing epinion sites; (2) Comparison of the interactive process of epinions and traditional WOM model; (3) Compari son of recommendation sources of epinions and WOM; (4) Comparison of the motivations for recommendation source providence and source search; (5) Comparison of communication effects of epinions and WOM. And then nine propositions are suggested. The author proposes that these classic models and theoretical frameworks tend to apply to epinions model, but the opinion leader’s accessibility and credibility are affected negatively due to the technical and equipment requirement, and the uncertainty of epinion leader’s identity and qualification may effect epinions’ communication effects.