Research On Factors That Effect Of Clothing Consumer Perceived Risk On Selection Of Word-of-Mouth Information Source

Based on the existing reputation information source classification foundation, from theword occurring places, word-of-mouth and consumers and sources of information about therelationship between several dimensions will reputation information source for furthersubdivision, and empirical research, through word-of-mouth, emerging word-of-mouthcommunication path, perceived risk, purchase decision theory the relevant literature review,construction of the perceived risks on word-of-mouth information source selection of models,and proposes the related hypothesis.And then design the questionnaire, and carried on a forecastreach clothing consumer perceived risk of four dimensions: functional risk, time risk, physicalrisk and psychosocial risk, as well as clothing consumer WOM information source detailedclassification.Finally, the on-line and off-line two questionnaire survey, conducted the empiricalstudy.Draw the following conclusions: overall perceived risk factors, psychosocial risk factors,time risk factor, physical risk factors for WOM information source effect.One, overall perceivedrisk factor, social risk factor, physical risk factors and strong word-of-mouth information sourceis negatively correlated, and weak reputation information sources were positively correlated;time risk factors with strong word-of-mouth information sources were positively correlated, andweak reputation information source was negatively related to.While the function of risk on weakreputation information source selection significantly, positively related to reputation, stronginformation source selection effect.