An Empirical Study On The Influence Of Double-sided Iwom On Consumer Online Shopping Decision-making

With the accelerated process of Chinese e-commerce, Internet word-of-mouth(IWOM) more andmore become the topic of discussion and the object of study. Because of its convenience and fastpropagation characteristics， IWOM plays an important role on product and service sales. In recentyears, the research on IWOM have started, have also made a series of achievements. Due to theenhancement of consumer online shopping involvement, purchase experience growth, double-sided IWO-M is becoming the object of concern also. This paper is a research of double-sided IWOM, Investigate itsinfluence on consumer online shopping decision-making, taking TaoBao System’s Apparel Industry forexample.The idea of this research is: first, through the literature search and sorting, to explore the conceptof word-of-mouth and IWOM, overview the research of Internet word-of-mouth, mechanism of influenceof IWOM on consumer behavior and measuring dimension of related factors, and based on Twosided Persuasion Theory, double Action Theory, Technology Acceptance Model Theory, AttributionTheory, put forward the theory model of double-sided IWOM on consumer purchasing decisions,then according to the theoretical model based on small scale interview and questionnaire survey methodssuch as preparation of measurement scale,and then the formal questionnaire survey, data collection, finallyuse the statistical tool SPSS19.0statistical data analysis and model test, determine the hypotheses, andfinally puts forward the summary and suggestions.The main conclusions of this study are as follows: (1)double-sided IWOM communicator’s characteristic variables and word-of-mouth’s character-istic variables had a significant effect on consumer online shopping decision-making;(2) two mediatingvariables: perceived risk, trust has a direct effect on consumer online shopping decision-making; perceivedrisk hasintermediary effect on the influence of the double-sided IWOM Communicator’s motivation andword-of-mouth’s characteristic variables reply to consumer’s online shopping decision-making; trusthasintermediary effect on the influence of the double-sided IWOM’s proportion and strength reply toconsumer’s online shopping decision-making.(3) Regulation variables: double-sided IWOM receiver’snetwork involved has a regulating role on the influence of word-of-mouth’s proportion and strength replyto the perceived risk; double-sided IWOM receiver’s attribution has no regulating influence.Finally, put forward suggestions accord to the conclusions as follows.(1)Establish and strengthen the double-sided IWOM management consciousness;(2) usedouble-sided IWOM to improve the reliability;(3) to strengthen communication and exchanges withconsumers;(4) to improve service level to reduce consumer’s perceived risk.