Research On The Word-of-mouth Effect On Women Take Part In Sports

In the study mainly see the female who take part in physical exercise in the provincial sports ceiter which need pay for money as the research object, involved in sports including volleyball, table tennis, tennis, badminton, swimming, yoga and so on. Mainly adopt the research method of questionnaire, supplemented by research methods of literature data, unstructured interviews, mathematical statistics, logical analysis. From the view of the word-of-mouth communicators professional competence, the strength of relationship between communicators and recipients. Hopes to understand the word-of-mouth spread impacting on female sports participation.The results show that there are94people receive traditional word-of-mouth influence,72.30%of the total number;29people receive traditional word-of-mouth influence,22.31%of the total number;7people receive traditional word-of-mouth influence,5.38%of the total number. In word-of-mouth of traditional from relatives, friends and schoolmates, teachers, colleagues; In word-of-mouth of online are from Baidu Know, BBS, Micro-blog, Blog and Instant messaging platform.The recipients of online WOM and traditional WOM evaluate ability of people who sent the WOM, the mean score of online WOM and traditional WOM sender is approaching, By analysis of variance, there do not exist significant differences. And there exists positive correlation between WOM disseminators of professional competence and WOM influence. There do not exists any correlation between the strength of relationship and WOM influence. But among traditional WOM, there exists positive correlation between strength of relationship and WOM influence. There is no correlation with the impaction of WOM between the professional competence and WOM influence...