Study On The Effect Of Online Word-of-mouth On Consumer Purchase Decision

In recent years, within Internet develop rapidly, the way of consumers searching and learning product information be changed, now consumers can be unrestricted of time and space,freely through in various ways at Internet to know or find out more information about the product.Such as:email, online forums, Bulletin Board Service (BBS), online discussion boards, chatrooms, etc.Online word-of-mouth has gradually become a major source of information that consumer purchase decision.Online word-of-mouth can make consumers to know the information immediately they want to know to reduce the perceived risk, because the anonymity of the network, In this paper will researchs online word-of-mouth impacts on brand trust and purchase decision.In this paper, the core problem is in the Internet environment,to research online word-of-mouth effect on purchase decision.By reviewing and collating the relevant research of domestic and abroad scholars, based on the theory of brand trust and combined with some features of mobile phone products, and introducing online word-of-mouth as the important factor affecting consumer purchase decision,established mobile phones' online word-of-mouth,brand trust and purchase decision model.In the process of combing the document,developed about the measurement scale of mobiles' online word-of-mouth, brand trust and purchase decision.Then making pre-test according to the measurement scale,we offered an amended formal questionnaire after CITC and reliability and validity analysis.Though the formal questionnaire distribution and data collection,we study the relationship among online word-of-mouth,brand trust and purchase decision by using LISREL8.7 after reliability and validity analysis.We send 400 questionnaire to the residents in Nanchang,306 valid questionnaires were recycled. We get the main conclusions through data analysis as follow:(1) The volume and valence of online word-of-mouth have different aspects of impact of the brand trust and purchase decision,and the effects are positive relationship.Among them, the valence has the most significant effect on competence trust,second is the quality trust, goodwill trust is the least.The volume of online word- of-Mouth significantly effect on the quality trust, followed by competence trust, goodwill trust for the least influence.(2) The valence of online word-of-mouth have the positive effects on quality trust, competence trust and goodwill trust,relative to the volume of online word-of-mouth,the valence of online word-of-mouth impact on brand trust greater.Illustrated at the Internet, if the proportion of positive word-of-mouth is greater than the proportion of negative word-of-mouth,it benefit to consumers establish a good brand trust.(3) All three dimensions of brand trust has a positive impact on purchase decision,quality trust is the most significant.This indicates that consumers play close attention to the product and service quality.Accordingly,the paper pointed out that pay attention to online word-of-mouth,encourage positive online word-of-mouth, control effective online word-of-mouth,thereby creating or strengthening consumer brand trust is the key of the mobile phones obtain competitive advantage in the fierce competition.