Research Of The Effects Of IWOM On Sportswear And Sports Shoes’ Purchase Decision

With the rapid development of Internet and e-commerce technology andthe improvement of the online shopping environment, online shopping hasbecome important part of internet users’life. Meanwhile, traditionalsportswear and sports shoes enterprises transform to E-commerce in drovesfor developing their own network marketing. Online shopping mall continueto emerge, sporting goods online shopping has become the trend. Previousstudies have shown that word of mouth have a significant impact on consumerpurchase intention attitudes and behavior. When making purchasing decisions,most consumers will search for relevant information outside to support theirdecision. Due to the development of the Internet, word of mouth also have anew form–internet word of mouth, internet consumers search and retrieveinformation through the medium of Internet more. When shopping online,IWOM has become important source of information for consumers.This study summarized and absorbed the research achievement ofprevious scholars on IWOM, IWOM influence, consumer purchase behaviorand other aspects of the research, combined with the relevant WOM theories,constructed the theoretical model of the effects of IWOM on sportswear andsports shoes’ purchase decision and proposed research hypotheses, whichselected IWOM quality, IWOM timeliness, IWOM polarity and IWOMintensity as antecedent variables, selected consumers IWOM perceivedusefulness and credibility as a mediator, selected purchase decision as thedependent variable.Then choose the mature measurement scale which issuitable for variables of this study, and design pre-survey questionnairecombined with expert advice and the product features of sportswear and sportsshoes; Next, after the pre-survey data collected form a formal surveyquestionnaire through reliability and validity testing and screening scale;Finally, takes810college students who come from Quanzhou city, as thestudy object for conducting formal investigation, and use software AMOS17.0to structural equation model analysis for verifying theoretical model and research hypothesis, then the research conclusions are analyzed andrecommendations are given.Through SEM analysis we found that: IWOM quality, IWOM timeliness,IWOM polarity, IWOM strength and purchase decision showed a significantpositive correlation respectively; IWOM quality, IWOM timeliness, IWOMpolarity, IWOM strength and consumers IWOM perceived credibility showeda significant positive correlation respectively; IWOM timeliness, IWOMstrength and consumers IWOM perceived usefulness showed a significantpositive correlation respectively, IWOM quality, IWOM polarity andconsumers IWOM perceived usefulness showed no significant positivecorrelation; consumers IWOM perceived usefulness played an intermediaryrole in the impact of IWOM quality, IWOM timeliness, IWOM polarity andIWOM strength on purchase decisions.