Study On The Effect Of IWOM Message Source Credibility And Product Involvement On Brand Attitude

With the rapid development of our country economy and the rising of peopleliving standard, people gets the meet of personality demand through consumption, theway to get brand information is becoming more and more diversified. Especially, inrecent years, the rapid development of internet in our country, informatization levelcontinuously strengthen, consumers who search and retrieve product informationthrough the internet is growing, take the network as the carrier of word-of-mouthspread to fast development, consumers pay more attention to the correlation of theproducts, related to internet word of mouth and product involvement of brandconsumption has emerged on a global scale, and reflects the exuberant vitality.IWOM (Internet word of mouth) information source credibility, product involvementhave an effect on consumer purchase decisions, as well as the enterprise brandbuilding produced unprecedented impact, if companies can gain a competitiveadvantage in the Internet word of mouth marketing, it will brings to the enterpriselong-term development and the huge economic efficiency, this paper will study oninfluence of IWOM information source credibility, product involvement onconsumers’ brand attitudes, therefore, this study has important theoretical significanceand practical significance.This paper study it based on the theory of consumer behavior, Internet word ofmouth information sources credibility theory, products involved in the theory and thetheory of brand attitude, use a variety of analysis methods, the research object ismobile phones and toothpaste, explore the effect of IWOM information sourcecredibility, degree of product involvement on consumers’ brand attitude. Firstly, thispaper introduced the present situation and existing problems of our country Internetand network marketing development, and then expounds the network word of mouthinformation sources credibility, product involvement, and the basic theory ofconsumer’s brand attitude, and then according to the reliability theory to build thenetwork word of mouth information sources, the concept of product involvement onconsumers’ brand attitudes influence model, then using the Chang-Zhu-Tan regionalconsumer’s brand attitude survey data for empirical research, the research conclusion:demographic variables are not significant effects on consumer’s brand attitude;Internet word of mouth information sources credibility and product involvement onconsumers’ brand attitude has a significant influence, respectively; Products involved in the network word of mouth information sources credibility with consumers’ brandattitude interference impact direction but did not reach significant level, the networkwas influenced by word of mouth information sources of credibility to the brandattitude has very strong robustness.The innovation of this article mainly reflected in: the degree of productinvolvement variables are added to the network word of mouth information sourcecredibility model to influence on consumer’s brand attitude, build the network word ofmouth information sources credibility, product involved in the conceptual model ofthe effects on consumer’s brand attitude; Secondly, in the brand product researchobject to choose, choose not to often in online sales of daily consumer goods Y brandof toothpaste, and it often on the network sales of durable goods X brand mobilephone comparison research, representative and differences, and improve the researchof reliability and validity. At the same time, this study got some results, theory andpractice for other similar enterprises to carry out the network brand marketing andrelated research to provide certain reference value.