Explore The Path To The Word Of Mouth Based On Consumers’ Cognitive Regulating Mechanism

Word-of-mouth (WOM), as one of most effective information dissemination ways, affects the product propaganda and cultivates the consumer loyalty. Consumers will search huge amounts of information identify target product through the online platform before the purchase, in addition, many consumers use experience or experts recommended also spread in various forms in the network. Existing studies have shown that word of mouth in marketing has played a unique role, but in view of the different types of products, the validity of the word-of-mouth can be fully exerted? On the basis of mass communication, word of mouth can bring products to take off more quickly?For the problem mentioned above, this paper has carried out two studies:In study1, focus on liquor as testee, according to the logic of "cognitive-attitude-intention" paradigm of word of mouth is discussed in the adjustment between attitude and purchase intention.Finally according to the research conclusion,we put forward countermeasure and the suggestion.The research propelled in phase characteristics to unfold. The first stage mainly based on the article review, puts forward relevant model and assumptions; The second stage is the questionnaire design, the follow-up, and the final data collection. Cumulative recovery119questionnaires suitable. The third phase analysis for the collected data, to study and put forward hypothesis judgment.This paper research summarizes the main conclusion is as follows:(1)In view of the hedonic products, advertising cognition positively correlated with purchase intention;(2)In view of the hedonic products, brand awareness positively correlated with purchase intention;(3)In view of the hedonic pro, advertising attitude in plays a role of intermediary between brand awareness and purchase intention(4)In view of the hedonic products, brand attitude in the plays a role of intermediary between brand awareness and purchase intention.(5)In view of the hedonic products, traditional word of mouth advertising plays a role of regulation between attitude and purchase intention.(6)In view of the hedonic products, traditional word of mouth does not play a role of regulation between brand attitude and purchase intention.