The Influence Of The Form And Direction Of Internet Word-of-mouth’s Information On The Online Group-buying Consumption Decision

After reference WOM(word-of-mouth) information and the related summary about consumer decision-making on domestic and abroad,respectively, this paper choose a method which is use the phone to join in group-buying as the background, meanwhile, college students regard as consumer representatives to discuss the impact of form and direction of the WOM information on the consumer decision-making, and we hope this paper can promote rational consumption to consumers, and provide guidance to improve both the WOM information and corporate marketing systems.Research select 78 undergraduates and graduate students of Hunan Normal University as test samples, and accept all experimental treatments,namely eight different test scenarios which are four kinds of catering scenarios(positive number, positive words, negative numbers, negative text) and four kinds of books scenarios(positive number, positive words,negative numbers, negative text).The results:Experience category:(1) the influence of the positively direction of WOM information is obvious, numeric type(F=760.931, p = 0.000<0.01); text type(F=458.912, p = 0.000 <0.01);(2) the influence of the positively form of WOM information is apparent, too(F=33.283, p =0.000 <0.01); but on the negative information,(F=8.205, p =0.005 <0.01);(3) whether it is text type or numeric type, the mean value of positive WOM are always higher than the negative WOM;(4) whether it is positive or negative WOM, the mean value of numbers in numeric type are higher than text type.Search category(1) the influence of the positively direction of WOM information is distinct, numeric type(F=747.770, p = 0.000 <0.01);text type(F=443.006, p = 0.000 <0.01);(2) the influence of the positively form of WOM information is apparent,(F=39.269, p = 0.000 <0.01); on the negative information,(F=7.369, p value 0.008 <0.01);(3) whether it is text type or numeric type, the mean value of positive WOM are always higher than the negative WOM;(4) whether it is positive or negative WOM, the mean value of numbers in numeric type are higher than text type.Four conclusions:1. Both the form and the direction of the WOM information effect consumer decision-making.2. Compare positive WOM and negative WOM, consumers are more willing to make a purchase decision under the positive WOM.3. For the positive WOM information, numeric type is better than text type to make consumer consumed, and for the negative WOM information, text type will reduce the desire of purchase more than numeric type.4. There are no relationship between types of product and the effect of WOM information to decision-making in group-buying.