A Study On The Impact Of Internet Word-of-mouth Communication On Internet Users Spending

The effect of word-of-mouth, which affects the consumers’ purchase decisionmaking process and post-purchase behavior directly and thus plays a vital role on theenterprise performance, has always been the research focus of many marketingcommunication scholars. Studies show that compared with various forms ofadvertising information, word-of-mouth information exert more significant impact onconsumers who are more willing to believe the informal or non-organizedinterpersonal communication source.With the rapid development of information technology, network media providesa good platform for word-of-mouth. Most consumers choose to search relatedproducts or services information on the internet or by micro-blog and micro message“circle” searching and mining related evaluation information before making apurchase decision. Internet word-of-mouth has become an important factor thataffects consumers’ attitude and behavior. On the basis of predecessors’ researchresults and the basic principle of communication, this study, combining thecharacteristics of internet media, explores the influence of the Internet word-of-mouthand put forward the corresponding theoretical framework.This thesis, based on the premise that university students will search relatedproducts or services information on the internet before making a purchase decision,explores the characteristics of the internet word-of-mouth senders, receivers, messageand dissemination channels and discusses how these four factors impact thecommunication effect of the internet word-of-mouth communication. This paper putsforward relevant9research hypothesis. This project gets data by online questionnairesurvey and paper questionnaire survey and analyzes the data by SPSS16.0statisticalanalysis software.The conclusions are as follows:(1) The professionalism of internetword-of-mouth senders, the relationship between senders and receivers havesignificant positive influence on word-of-mouth effect.(2) The influence of theprofessionalism and the individual trust tendency of receivers is no significant.(3) Themore amount of internet word-of-mouth information, the higher of evaluation, thestronger of the tendency, the bigger of the word-of-mouth influence.(4) Thereliability of the transmission channel has no significant effect on internetword-of-mouth influence. But the closer of the relationship between the website and the receivers, the more significant of the effect of word-of-mouth dissemination onpublication product consumption decisions. According to the above conclusions, thepaper provides corresponding theoretical guidance for relevant enterprises andbusinesses on how to conduct marketing practice for their products on the internetplatform.