The Effetion Of Virtual Community' Wom On Consumers' Purchase Intention

With the popularization of Internet, the prevalence of WOM, which used to be a unitary and linear network mode, has infiltrated to extensive and emanative network mode. Network carriers such as Virtual Community, Blog and Instant Communication have become effective mediums for people's exchanging information on the Internet. These mediums have enabled people to carry out synchronous and asynchronous information exchange. Online WOM, compared to traditional WOM, enjoys excellences of wide ranges, rapid speed, extensive information, accessibility, mass instant incept, anonymity and pervasion across time and space for information spread. Thus it enables people to get vast information rapidly about products, brands or services including description on characteristics of products themselves and other consumers'experience during usage. As a result, the importance of WOM Spread in network consumers has become more and more distinct, which has attracted attentions from many scholars. At the very moment, most theoretical studies concentrate on analysis of Online WOM elements, comparison of Online WOM and traditional WOM etc. In the aspect of empirical researches, represented by Henning-Thurau, it mainly studies communicating motivation of Online WOM and effect of WOM on purchase intention. In addition, there are many studies which concentrate on modulatory function of different elements in consumers'purchase intention affected by WOM. This essay, based on consumers'purchasing characteristics and the existing findings in WOM studies, studies effects brought about by Theory of Trust-based Virtual Community on consumers'apparel purchase intention through empirical analysis researches.Firstly, this essay, banding together the related theories and researches of Virtual Community and Online WOM, filtrates Key Indicators which reveals Virtual Community Online WOM—community trust, specialization of WOM and Homophily of Source as cause variables. Consumers'purchase intention is closely related to brand trust in decision-making, while Virtual Community WOM significantly affects brand trust (including quality trust, goodwill trust and competence trust). Hereby, the essay makes brand trust as mediator variable, establish relation mode between Virtual Community Online WOM and consumers'purchase intention and therefore put forward textual research hypothesis.Afterwards, it makes primary verifications of hypothesis, through questionnaire survey, descriptive statistical analysis recur to statistical software SPS16.0 towards the collected samples, and pairwise correlation research on cause variables (i.e. Virtual Community trust, specialization of Online WOM and Homophily of Source), mediator variables (i.e. quality trust, goodwill trust and competence trust) and result variables(i.e. consumers apparel purchase intention).Finally, it makes verifications and modifications by using structural equation technique towards the established theoretical mode under statistical software SPS16.0 based on relative study results and draws conclusion as follows:(1) Consumers'Apparel Purchase Intention is affected by Virtual Community Trust indirectly and positively, by Specialization of WOM information through quality trust and competence trust indirectly and positively, and by Homophily of Source through quality trust and goodwill trust indirectly and positively.(2) Quality trust, goodwill trust and competence trust affects Consumers'Apparel Purchase Intention directly and positive, and the effect is significant between them.(3) There is no direct effect from Virtual Community trust, Specialization of Online WOM and Homophily of Source on Consumers'Apparel Purchase Intention.This essay establishes and verifies an operation mode of effects on Consumers'Apparel Purchase Intention brought about by Virtual Community Online WOM, and Virtual Community trust and WOM trust work together on brand trust, which finally affects Consumers'Purchase Intention. It put forward some suggestions of building favorable Virtual Community Environment for clothing enterprises to carry through on-line fashion marketing and make primary discussions of the future research fronts.