Research on WOM Marketing of Forest Products Based on Web 2.0

摘要

This Paper empirical analyzes on data from questionnaire aimed at interviews with respondents living in China, examines how the Web 2.0 applications affect the customer behavior of forest products. Our research shows that, more and more customer behavior of forest products would search information via Internet when they need, and the application tools of Web 2.0 such as blogs and forums have laid favorable foundations and they will play the new marketing roles in WOM marketing of forest products. While Web 2.0 clearly offers great potential to forest products' marketers, but influencing patterns remain more prevalent within traditional environments.