The Influence Of Wom Information On Female Comsumer’s Brand Switching

With the complexity of the new marketing environment, the word-of-mouth spread exerts anincreasing influence on the consumers’ information of purchasing decision.Females, as the major force in consumption, are becoming increasingly important in thestatus of consumption and even the most influential consuming group. Meanwhile, out of theirunique psychological characteristics, females are more inclined to seek others’ suggestions,experiences or opinions as references, thus are more easily influenced by others. Therefore,study of the influence of word-of-mouth spread on female consumption is of greatsignificance, which is one of the major reasons for my choice of it as the object of myresearch. This paper, after reviewing some relevant theories and the previous researches,clarifies the observed dimensions and variables of word-of-mouth spread and brand switch,proposes a hypothetical model of the influence of word-of-mouth spread on all perspectivesof female consumers and suggests a research hypothesis. To verify the hypothesis, theauthor, by analyzing315effective questionnaires with SPSS data analysis software, makes athorough study and discussion on the relationships between the different dimensions.The study fully testifies the influence of word-of–mouth spread on the brand switch of thefemale consumers. The research results show that word-of-mouth spread has a greatinfluence on female consumers and brand switch, which verifies the research hypothesis.Moreover, the study proposes some directional suggestions on how to deal withword-of-mouth spread, reduce the rate of brand switch of the female consumers, improve theeffectiveness of brand management and increase the brand loyalty.