Depth Empirical Research On The Impact Of Consumer Word Of Mouth Will To The Service Industry Experience

With the beginning of the 20th century revolution in communications technology, and the rise of the Internet and the popularity of the scope and speed of dissemination of information much faster. Today's consumers face when making consumption decisions is often a flood of information resources, how to find these noisy real message can be for their own use of resources, more and more time-consuming for consumers, but also more and more difficult; addition, as market competition intensifies, the competition between enterprises is beyond the scope of the previous, in order to maximize the impact of competition in the consumer, more and more enterprises not only in the product side, more greater efforts in the information side, to create and control a large number of enterprises in favor of their own information resources, this phenomenon is increasingly common in mainstream media platforms. Advertising, publicity more and more exaggerated, more distortion, how to identify the consumer information, for the average consumer is very difficult; again, as consumers and consumption to enhance quality of experience increases, increasingly rational consumer behavior, product knowledge is continuously enriched. In the consumer behavior and consumer decision-making before, businesses and consumers the information asymmetry before the widespread show significant improvement. The combined effects of the above factors, the past in the marketing process play a major role in the traditional means: advertising, promotion, price, etc., the effect is more limited. Consumption of consumer products in many decision-making process, word of mouth more and more to large. Word of mouth in the purchase decision-making has increasingly become the most frequently used information resources. Consumer loyalty of consumers to experience a significant influence, word of mouth communication as an integral dimension of consumer loyalty, will be affected by the consumption experience. But through a review of past research, I found that consumer experience of the consumer after consumption of few scholars study the mechanism involved, this paper attempts on the basis of previous research, with the objective of environmental psychology in the behavioral model scenarios to the five dimensions of consumer experience (sensory experience, emotional experience, thinking experience, operations experience, related experience) how to influence consumer willingness to expand the empirical research Word of Mouth In this study,empirical research methods to the study of KTV,through the study of KTV customers to know the KTV was on the comsumer experience,and then to explore both the relationship between KTV I think is a varity of experience to provide a platform for one of its KTV itself has a well-known brand,the brand loyalty is generally more obvious,it is a good study.Through data analysis,we can draw the following conclusions:1. consumer of personal experience in the sensory experience,as well as the consumer action experience and related experience have great influence on the consumer's WOM Intention.and the emotiona experience and consider experience no significant impact.2. only part of the combinations have interactions on the consumer's WOM Intention.3.Although consumer experience of the other combinations between the dimension at the time the impact of consumer's WOM Intention in this stydy found no interaction with,but in reality if the appropriate mix should be able to play each other to promote interaction.