| With the popularity of the Internet, online group-buying as a new mode of onlineshopping has become a popular form of Internet users in the trendy shopping,affecting the lives of a majority of Internet users, and its large-scale enough to survivethe shock of traditional retail channels mode.Based on related research on electronic word-of-mouth and online group-buyinghome and aboard, this paper aim to explore how electronic word-of-mouth and onlinegroup-buying intention change under different product involvement, usingquestionnaires. And the sample subjects of this study are consumers have onlinegroup-buying experience. First, by reviewing relevant studies to determine the factorsaffecting electronic word-of-mouth and online group-buying intention and make therelevant assumptions; then collected data through questionnaires, followed bystatistical analysis of the data on the relevant assumptions can be tested, and theresults of research conducted discussion; Finally, according to the results of empiricalanalysis summarizes the conclusions and marketing Implications of this study andpropose the deficiencies in this study and future research directions.After the analysis, we found that:(1) Source credibility and tie strength have positive association with the effect ofelectronic word-of-mouth.(2) Trust in initiator has positive association with online group-buying intention.(3) The effect of electronic word-of-mouth has positive association with onlinegroup-buying intention.(4) The higher the involvement of consumer products, the better the effect ofelectronic word-of-mouth.(5) The higher the involvement of consumer products, the more intense theonline group-buying intention will.This paper presents the following marketing management inspiration: to improvemanagement and services to ensure customer satisfaction; create a platform toenhance effective communication with customers; improve product evaluation system and raise consumer product involvement. |
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