Research On The Effects Of EWON On College Students’ Purchase Intention

The big influence of word of mouth in consumer’s decision making process havebeen fully proved by the past researches, the customer has various ways to get the contentof word of mouth, such as newspaper, magazine, TV programs, broadcast and so on. Asinformation technology develops much faster and Internet spreads in greater degree,electronic word of mouth appears as a new form of word of mouth. Its influence onconsumers is more and more obvious, and more and more consumers take it as animportant inference when making decisions in shopping. Later on, the influencingmechanism of word of mouth on consumer’s purchasing intension has also gradually beenthe hotspot by the researchers and marketing personnel.Based on the formal relevant literatures, this paper chooses three importantdimensions of word of mouth, and mainly discusses these dimensions’ influencingmechanism on purchase intension. As what statistics shows, colleges students depends onInternet much more than other group, besides, the proportion of those who take referencesof EWOM when shopping is relatively higher, therefore EWOM’s influence on this groupis more obvious. Takes colleges students as objectors, this paper mainly investigates theinfluencing mechanism of the college student’s purchase intension when selecting thethree kinds of electronic products, and based on the elaboration likelihood mode theory,the paper discuss deeply on regulating response on which need of recognition on theinfluencing process. Through taking references from information adoption mode theory,the paper uses questionnaire as tool to collect relevant data, then clear and analyze it, inthe end, make a series of conclusions and test the hypothesis. Main conclusions are asfollows: The quality of WOM, credibility of resource and quantity of WOM have positiveinfluence on the credibility of WOM, the higher the quality of WOM, credibility ofresource and quantity of WOM is, the higher consumers’ perceived credibility on EWOM is, in the end, consumers’ purchasing intention will also be higher. The credibility ofresource’s influential degree is the highest, and the quality of WOM and quantity of WOMare in the second place; Secondly, the quality of WOM, credibility of resource andquantity of WOM have positive influence on the usefulness of WOM, the higher thequality of WOM, credibility of resource and quantity of WOM is, the higher consumers’perceived usefulness on EWOM is, in the end, consumers’ purchasing intention will alsobe higher. The quality of WOM’s influential degree is the highest, and credibility ofresource and quantity of WOM are in the second place. The credibility of WOM andusefulness of WOM acts as a mediator in the influential process, that is to say, the threedimensions of EWOM pose positive influence on purchase intension through thecredibility of WOM and usefulness of WOM.Through investigating the need of recognition, the paper finds that the differenceamong users is really obvious, and the research confirm that for the consumers who havedifferent need of recognition, there must be some difference in the process that EWOMposes influence on them. The conclusions above in the paper may have certainenlightening effect on the future researching perspectives of EWOM. and also have someinstructing meaning on the marketing activities.