Research On Relationship Between Electronic Word Of Mouth And Purchase Intention Based On Social Capital Perspective

In2011, Pinterest was born which is a new social networking site of photo-sharing mode,it grows rapidly and is only next to Facebook and Youtube on page views. Then a largenumber of social networking+photo-sharing shopping platforms emerged in china, mogujieand meilishuo are the representatives. This platform is presented in the form of social media,uses social interaction, user-generated content and other means to assist in the purchase ofgoods and sales behavior.The new e-commerce model which integrating the swarm intelligence of customers toachieve marketing effect is called social e-commerce. In social e-commerce environment,consumers in social network produce electronic word of mouth (eWOM) through socialinteraction. Mogujie and meilishuo belong to the user-generated content WOM website. Howto promote consumer release more useful eWOM so as to stimulate the purchase intentionbecomes the focus of attention.By introducing social capital theory, this paper builds relational model between eWOMand purchase intention and proposes14hypotheses. The survey takes mogujie and meilishuousers as respondent,330valid questionnaires are collected. Then an empirical Analysis iscarried out by using SPSS20.0and AMOS20.0, including reliability and validity testing,factor analysis, correlation analysis, regression analysis and structural equation modeling.Targeted practical advices are put forward about how to operate social commerce platform.The main contribution of this paper includes:1) Discussing how social capital gathered in the social network influence consumerpurchase intention through eWOM, The empirical results show that social interaction, trust,reciprocity and shared vision have the greatest impact on quantity of eWOM, and socialinteraction, trust, reciprocity and community recognized have the most significant impact onquality of eWOM.2) Analyzing influencing factors on eWOM from the level of social capital theory, ratherthan isolated analysis of various factors. The related factors on eWOM are integrated in three dimensions of social capital: the relational dimension, cognitive dimension and structuraldimension, The results show that the relational dimension has greatest impact on eWOM, thestructural dimension affects eWOM significantly, and the shared language in cognitivedimension doesn’t affect eWOM significantly.