The Empirical Research About The Effects Of Consumption Experience On Word-of-mouth Intention

With the development of Market Economy, consumers have more knowledge and information on products, they get more and more rational, Word-of-Mouth has became the most frequently used information when consumers make decision .Companies should provide wonderful consumption experience for customers ,which can bring positive Word-of-Mouth to companies . In this way, companies will achieve sustainable competitive advantage.Basing on the achievement of foreign researchers and considering domestic study on Word-of-Mouth Marketing and Consumption Experience , We establishes a reasonable scale of Consumption Experience, and find out the dimension of Consumption Experience, We proposes the model and hypothesis of our research. And the results of our research suggest all four dimensions of Consumption Experience have positive impact on Word-of-Mouth. Collect data through questionnaire as measuring tool. Take advantage of SPSS12.0 to analyze the reliability and validity of sample in order to test the instrumental rationality of scale. We do descriptive analysis towards the sample and use regression analysis, etc. to test the hypothesis.Through empirical analysis, we get the dimensions of Consumption Experience, all four dimension of the Consumption Experience have positive impact on WOM Intention, the scale of Consumption Experience includes 15 measurement items and 4 dimensions which are human behavior experience, response to problems, performance experience and return experience.At last, considering the result of empirical analysis, we give reasonable suggestions toward companies for their Word-of-Mouth Marketing, then point out the limitation of research and the direction for further study.