Research On The Difference Of Consumer Purchasing Decisions Influence About The Traditional Word-of-Mouth And Word-of-Mouth On The Internet

With the advent of the Internet Age, more and more consumers like online shopping. More and more consumers find the information from the network to help make their own decisions. Consumers can also access to the network and the traditional word,how do them view these two kinds of information? These two kinds of information have some difference? What is the relations about the two kinds of information and personal characteristics of consumers? What is the relations about the two kinds of information and characteristics of the product? There were very little research in this regard, I tried to solve this problem.This study use the two methods of normative analysis and factual analysis, Making assumptions and make test results.This study has three parts.At first,we finishing previous studies,Second, we designed the questionnaire and make assumptions, and the verification and analysis of results. At last, We make recommendations for business. we have come to five conclusions. Conclusions were as follows:(1) As the age increases, the network influence of word of mouth on consumer decision-making weakened,the traditional word of mouth influence purchasing decisions of consumers increased.(2) As incomes rise, the traditional word of mouth on consumer decision-making influence weakened, networking word of mouth on consumer purchasing decisions influence increased.(3) With higher levels of consumer product involvement, Internet word of mouth influence on consumer decision-making increased, the traditional word of mouth influence on consumer purchasing decisions weakened.(4) With increase of the complexity of the the products purchased, the network influence of word of mouth on consumer decision-making increased, the traditional word of mouth influence on consumer purchasing decisions weakened (5) With higher levels of consumer internet involvement, the network influence of word of mouth on consumer decision-making increased, the traditional word of mouth influence on consumer purchasing decisions weakened.We still have a lot of places that do not do a good job, The impact of the process is a combination of process, we should consider the various factors, We should find more samples to improve the applicability of results of this paper.