The Influence Of Credit Hype On Purchase Intention

With the rapid development of the Internet, the online shopping websites are also in the rapid rise,the online shopping has infiltrated into every household. Consumers making online shopping process, according to the online WOM to help them to carry out consumer decision-making. In the increasingly complex online shopping environment, the online WOM is increasingly important for consumers. But some online shopping websites has credit hype, the credit hype is a form of false IWOM which disrupts the normal online shopping environment, affecting consumers’ purchasing decisions.Studying the credit hype will affect consumer willingness to buy or not is the main purpose of this article. At the same time, because consumers will be based on IWOM information to make purchasing decisions, we study the effect of WOM information amount for consumer purchase intention. In this paper,the IWOM is divided into non-credit hype and credit hype,and bring the IWOM information amount into the research, discussed wether the credit hype (yes, no), and IWOM information amount (large and small) will affect consumer willingness of consumers. The study object is the consumers who have ever did online shopping on Taobao. According to the the results of the questionnaire and the pretest,this study choosing the U disk as the research products, this experimental study use the 2*2 mode, A total of 239 valid questionnaires were collected to verify the hypothesis.Studies show that:in the case of the amount of IWOM information consistent, the credit hype has a significant impact on consumer purchase intention. In the case of the amount of IWOM information inconsistent, credit hype still has a significant impact on consumer purchase intention. In the case of non-credit hype, the amount of IWOM information have a significant impact on consumers.In the case of credit hype, the amount of IWOM information has no significant impact on consumer purchase intention.