The Network Shopping In Word Of Mouth Influence On Consumer Behavior Research

As Internet users’ acceptance of the online-shopping improving and the third party paymenttool’s rapid development, China online-shopping market has developed sharply. According tostatistics, while in China, the total online-shopping transaction reached523.1billion yuan in2010, accounts for3.3%of the total retail sales of consumer goods. Since2006, the data hasbeen on the rise. With the popularization of the online-shopping, many researchers show theirinterest in the online-shopping studies. In these studies, perception of risk and word-of-mouthinformation of online shopping is one of the hot spot in this field. The study content includes theword-of-mouth information and purchase behavior. Discussed influence effects of differentword-of-mouth types on consumers’ purchasing behavior such as perceived risk, trust, purchaseintention.This study via the simulation experiment method and the questionnaire discusses thefollowing questions:(1) how the WOM types affect the trust, purchase intention and perceivedrisk, and what relationships among them;(2) in the online-shopping background conditions,different product category and different WOM type would affect the consuming behavior andthere are some relations among them. So this research associates WOM type with theword-of-mouth credibility, risk perception and purchase intention, to explore the relationshipamong them.This study includes five parts: the first part introduces the research background, the problemintroduction, research significance, design of studies and research methods. The second partmainly summarizes foreign literatures of online-shopping. The third part is how the WOM typeaffects consumer purchase behavior. This part mainly discusses the influential role of WOM typein risk perception, purchase intention and trust of consumer. The fourth part is the study2thatdiscuss the effect of product category and word-of-mouth type on the online-shopping activities.This part of the main discussion word-of-mouth types, involved and product category haveimpact on consumer trust, purchase intention and perceived risk. The fifth part is discussion,summarize and Suggestions. This part includes explain the relationship between some variableswhat involved in this study, summarizing the results of this study and analyses the researchlimitations, etc.The results showed that:(1) Word-of-mouth types and situation involved has no significantimpact on consumer purchase intention, but to perceived risk has significant effects.(2) Thereare different direction related among perceived risk and the consumer purchase intention andword-of-mouth trust.(3) The perceived risk of different goods has significant impact differentlyon consumer purchase intention. Computer purchase has maximum perceived risk, next is themobile phone, the smallest is clothing, On the contrary, consumer purchase intention of the computer is minimum, next is mobile phone, maximum is the clothing.(4) Different types ofnegative word-of-mouth influence has no significant, but negative word-of-mouth be concernedwith consumer purchase intention, with the negative word-of-mouth impact on purchaseintention more deeper, the consumer purchase intentions become lower.