Influence of message trust in online word-of-mouth on consumer behavior – by the example of food blog

Rise and prosperous development of internet has changed the medium of word-of-mouth communication, which is no longer limited to the traditional face-to-face communication pattern. More and more people not only keep up interpersonal relationships, but also seek information and share experience through internet. It is pointed out by literatures that composition of source credibility, an important variable to discuss the influence of word of mouth, is classified into expertise, trustworthiness, and attractiveness. This study aims at the discussion of the relationship between message trust in online word-of-mouth information and consumption behavior with the consumerd through the research finds that: (1) Different genders, ages, educational levels and food blog browsing frequencies have significant differences in expertise, trustworthiness, attractiveness, message trust, and consumption behavior. (2) Three compositions, namely, expertise, trustworthiness and attractiveness of source credibility have significant influences in message trust. (3) Consumers' degree of message trust in the food blog information significantly affects their food consumption behavior.