Article Review 1: Can word of mouth save e-commerce?

http://www.work911.com/cgi-bin/links/jump.cgi?ID=2038

Before I read this article, there seems to be no correlation between word of mouth and e commerce. However, this article has provided me with an insight on how the above statement is not true. Usually people obtain information of online shopping websites through search engines. Despite the popularity, search engines might not be the best propaganda medium for these dot com companies. Even in the technology world, communication between human beings is still important and useful.
Shopping online is a relative new concept to most people especially the older generation. Many uncertainties deter them from trying. For instance- shipping costs, days to get the product and quality of the product are just some examples of questions bugging them.. Generally, most people do not feel that online companies are reliable as they cannot physically see the product itself and feel it. However, word of mouth would provide this group of people the assurance. General information of the reliability of the company and the quality of the products could be disseminated. As humans are peer motivated, they would be more willingly and comfortable to try out the service if they receive positive feedback from their friends. Personally I got a friend who frequents yahoo auctions. The handbags and skirts bought online are lovely. This pleasant encounter triggers my curiosity to try out the service and with her high recommendations on some particular dot com companies; it is a matter of time that I buy my next handbag online.
There is no doubt that word of mouth would be instrumental in boosting the sales of online companies. However, this would only be successful if the online company has good customer service and after sales support. Or else, word of mouth would just be as effective as bringing the company to doom as news of a torn skirt or cracked watch are circulated among friends or families.