Based On The Social Networking Site Iwom Research On Consumer Purchase Intention

With the rapid development of the Internet, the spreading of word-of-mouth is no longer confined to the traditional mouth from ear to ear, through the network platform, it acrosses time and space limitation, get a wide range of communication. The network has become the main consumer opinion platform, consumers in the net not only provide personal product evaluation but also use experience information.Consumers search iwom information to help their decision-making, numerous empirical research shows that iwom has become one of the key factors in consumer purchase decision. Based on the domestic popular social networking site renren as network research background, the paper enriches the authenticity of the research,also makes more practical reference value.This article is to discuss the social networking websites iwom quantity and reputation appeals to the influence of consumer purchase intention, and at the same time, the consumers’ involvement in the corresponding mechanism of the effect of the role of the reveals in different iwom quantity and appeal to the stimulation of way under the change of consumers purchase intention. This research is based on the study of sum up the past, through the design of experiment, questionnaire for the packet processing. And through the pretest way, to test the design of experiments and whether the questions can accurately express the connotation of the questionnaire. On this basis, this study adopts the method of empirical study of400network customers to carry on the investigation, the results of the validation show that there was significant relationship between social networking websites of iwom quantity and appeal way and the consumer purchase intention.But under the background of social networking sites, consumer involvement degree for iwom purchase intention to the influence of the differences between the regulatory role. Among them, the social networking websites iwom quantity and consumers purchase intention influence between by the involvement degree of control action; And the degree of involvement in social networking websites iwom appeal way and the purchase intention between the influence mechanism is not significant. The author thinks that this is due to the particularity of the measuring mark.