Research On The Wei-bo Internet Word-of-mouth’s Influence On Consumer Purchase Appetite With The Perspective Of Brand Crisis

In recent years, under the rapid development of Internet, micro bloggradually becomes a popular social networking platform. Along with anincreasing number of audiences, many a merchant carries out themicro-blog marketing letting the consumers know the information ofcommodity and service conveniently and have a discussion on Weibo toform the IWOM. Only in this way can promote the purchase intention.But recently, via the micro blog, some enterprises’ crisis events discloseor spread having a strong impact on the purchase intention. It isimperative to study on the IWOM when the brand crisis happens.By using collection and analysis of the related brand crisis andIWOM theory, as well as brand trust, in the light of previous documentresearch and combining with the actual research, the research group madedesigns of theoretical models which included making good reputation onWeibo (an application of Internet), brand trust and purchasing willingness.They put forward a related research hypothesis. Then, the analysis of datafrom questionnaire illuminated the scale and theoretical models andhelped the research group get the following conclusions:(1) Theprofessional skill of Weibo information sender has apparent positivecorrelation with goodwill trust and ability trust, however, the professionalskill of Weibo information sender does not have apparent positivecorrelation with brand trust; the relation between the quantity ofevaluation and the trusts of quality and ability has the same trend; theevaluation grading has apparent positive correlation between quantitytrust, goodwill trust and ability trust;(2)The trusts of quality, goodwill andability have apparent positive correlation with the willingness ofpurchasing. Brand trust shows its intermediary function between Internetevaluation and purchasing willingness. Finally, according to the conclusion of this research, the author putsforward the corresponding suggestions:(1)pay attention to theprofessional skill of Weibo information sender which has an impact onquality trust. Promoting the impact on the goodwill trust and ability trust,focusing on the quantity and quality of IWOM, the good IWOM emergesat the right moment;(2)be based on the brand quality to boost the brandtrust; take consumer benefit as a starting point to enhance the goodwilltrust and ability trust, deepening product brand trust.