Research Of The Effects Of EWOM On Consumers’ Purchase Decision

With technology advances and popularities of Internet, more and more consumers exchange information through the electronic media synchronously or asynchronously, including product/service information and consumers’experience, then EWOM caused. There is huge WOM on the network environment, increase rapidly, and influence consumers’ intention and evaluation about the products/service to a large extent. Grasping rule of EWOM can help consumers make satisfactory purchase decisions. Therefore, the scholars pay close attention to the EWOM. At present, research about the impact of traditional WOM has been more comprehensive, but the research on the impact of EWOM on consumers’purchase decision is still less. In this thesis, the EWOM is regarded as the object of study and discussion from the mobile phone consumers’ perspective, analyze the impacts of EWOM on consumers’ purchase decision through the empirical research.The thesis first study on the EWOM and consumers’purchase decision, select the index which influenced the EWOM communication effect. Informed by TAM, consumers’purchase decision is closely related to consumers’ perception indecision-making, while influenced the EWOM communication effect significantly affects consumers’perceptions. Hereby, the essay makes consumers’ perception as mediator variable, proposed the research hypothesis and therefore establishs the model of research on the effects of EWOM on consumers’ purchase decision.Through the questionnaire survey to collect the experiment data for empirical, with the aid of SPSS20.0statistical software analyze the data, and according to the results of relevant analysis and regression analysis, test in the research are put forward on the above assumptions, and correct the research of the effects of EWOM on consumers’purchase decision model.The thesis research on the effects of EWOM on consumers’ purchase decision use quantitative analysis, enrich in consumer purchase decision factors in theory and practice. Although the research is not very thorough and in-depth research, but provided some help for future research to a certain extent and have a profound theoretical and practical significance.