Influence Of Internet Word-of-mouth On Consumer Purchase Decision Behavior

The development of Internet information communication technology gives the impetus ofprofound changes in the aspects of people’s life style, working style and social networking style.Now every Internet user can obtain and share the required information immediately, which wasimpossible before. Surveys show that as of December in2014, the scale of China’s Internet users hasreached649,000,000, and the Internet penetration rate has reached47.9%; online shopping usersreached361,000,000and mobile phone shopping users reached205,000,000. With the enhancementof the breadth and depth of the internet use, in year2014, China Internet users’ daily average percapita of using internet has reached3.73hours’ long. And more and more China Internet users aregradually relying on the internet to communicate with others, work and buy what they need, etc..Where there are numerous people, there are huge business opportunities. According to a surveyaiming at the internet applications of China enterprise, more and more enterprises begin to sell theirproducts or services by network marketing. However, the unique characteristics of the internet, suchas the instantaneity, interactivity and the profound influence, determine the phenomenon thatconsumers are increasingly sharing their reviews on the purchase of products or services through theinternet. So it is very necessary to study the internet word-of-mouth.The influence of traditional word-of-mouth on consumer purchase decision behavior hasattracted great attention of scholars home and abroad and has achieved many significant results. Theinfluence mechanism of internet word-of-mouth on consumer purchase decision is also graduallyattracted the attention of scholars. What are the influence factors of Internet word of mouthcommunication, and how these influence factors affect the Internet word of mouth communicationeffect and then influence the purchase decision of the consumers, these two questions are what thisstudy has interest in.Based on the background above, this study firstly reviewed the literature achievements ofprevious scholars home and abroad, including making the definitions of the traditional word-of-mouth and Internet word-of-mouth, and based on the Lasswell mode, reviewing the literature from such five aspects as the transmission channel, internet word-of-mouth sender expertise, the strengthof relationship, the internet word-of-mouth quality and the internet word-of-mouth receiverprofessional. Secondly, this study started from the perspective of internet word-of-mouth receiver,determined the objects of this study, those who has the experiences of online shopping and affectedby the internet word-of-mouth before in China, and determined the questionnaire as the researchmethod of this study. Thirdly, this study constructed the conceptual model and put forward the sixresearch hypotheses on the basis of the foundation for theoretical research, Elaboration LikelihoodModel. Fourthly, this study conducted the statistical data analysis, including the descriptive statisticsanalysis, reliability analysis and validity analysis by using SPSS20.0, and structural equation modelanalysis by using AMOS21.0.The conclusions as follows were obtained through the literature research and empirical researchprocess above. The conceptual model proposed by this study can be used to explain the internetword-of-mouth effect on the consumer purchase decision behavior; Transmission channel hassignificant positive influence on the internet word-of-mouth quality; the internet word-of-mouthsender expertise has significant positive influence on the internet word-of-mouth quality; thestrength of relationship has significant positive influence on the internet word-of-mouthcommunication effect; the internet word-of-mouth quality has significant positive influence on theinternet word-of-mouth communication effect; the internet word-of-mouth receiver professional hassignificant positive influence on the perceived internet word-of-mouth quality; the internet word-of-mouth receiver professional has significant positive influence on the perceived strength ofrelationship with internet word-of-mouth sender; The influence degree of the internet word-of-mouth receiver professional on the perceived strength of relationship with internet word-of-mouthsender is much more than the influence degree of the internet word-of-mouth receiver professionalon the perceived internet word-of-mouth quality; The influence degree of the internet word-of-mouth receiver professional on the internet word-of-mouth communication effect through theinfluence factor perceived internet word-of-mouth quality is much more than that through theperceived strength of relationship with internet word-of-mouth sender. The findings and conclusions of this study have certain reference significance to the individual consumers and enterprises. Finally,this study pointed out the innovation points, the research limitations and future research prospects.