Internet Word Of Mouth, Study On The Relationship Between The Brand Image And Consumer Purchase Intention

The influence that Word-of-Mouth puts on consumer purchase intention has been unanimously approved by domestic and foreign scholars. With the development of internet economy, communication of Word-of-Mouth has been gradually developed from traditional channels to the network, Internet Word-of-Mouth (IWOM) has been the important information to assist consumer online purchasing. At the same time, more and more businesses put brand products which before were sold through traditional channels online sales. So, it can not be ignored of the impact of the inherent brand image on consumer online purchase intention. The study uses consumer behavior and theory knowledge of marketing, introducts of brand image as moderating variables to the model of the effect that IWOM puts on consumer purchase intention, and explore the relationship among the three variables:IWOM, brand image and consumer purchase intention.The study construct a relationship model of IWOM, brand image and consumer purchase intention, choice IWOM of experience commodity cosmetics as the object of study, choice the college students of the university in Nanjing as the investigation object, then using SPSS to make descriptive statistics analysis, correlation analysis, factor analysis, variance analysis and regression analysis. The conclusions are as follows:firstly, IWOM has a significant positive impact on consumer purchase intention. The IWOM play four important factors of influence, followed by the number of IWOM, comments structure, the credit of the reviewers and comments quality. Secondly, brand image has a significant impact on consumer willingness to buy, and brand image has a moderating effect in the effect that IWOM puts on consumer purchase intention. Thirdly, consumer’s network involvement has a moderating effect in the effect that comments structure and comments quality puts on consumer purchase intention.According to the conclusions, the study put forward corresponding suggestions: make efforts to improve the quality of products, on this basis, stimulate consumer to release IWOM; positively analyse the reason of negative word-of-mouth appearance and to eliminate, innovate IWOM release mode; implement development strategies of brand image, train brand image that suitable for online marketing.