Consumer through their referral behavior could be an effective mechanism for marketers in promoting their products in today's big data era. In order to explore the ways that the electronic word-of-mouth referral (e-WOM) comprehensively and effectively influence on the film market in the current media ecological environment in China, this research selects Douban, an outstanding representative of China's online film evaluation platform as the research object and combines the related theories of relationship quality and e-WOM referral behavior to investigate the significant positive influence of the four dimensions of relationship quality (satisfaction, credibility, affection and commitment) on e-WOM referral behavior.

Keywords: Relationship Quality; E-WOM Referral Behavior; Douban Platform; Big Data Era