Research On The Effects Of EWOM On Online Consumers’ Purchase Intention

With the rapid development of e-commerce, online marketing has become an important sales platform with the Internet being the carrier. In network marketing, electronic Word-of-Mouth(e-WOM) is the main channel for consumers to get the product information. Research on the influence of e-WOM on consumer purchase intention helps to reveal the consumer psychology in online purchase, also provide the beneficial reference for enterprises to carry out marketing strategy, and has theoretical and practical significance.In this study, we draw lessons from Theory of Reasoned Action in marketing(TRA), build a research model to explore the e-WOM’s influence on consumer ’s online purchase intention. On the basis of existing researches, combining the reality of one brand tea’s online sales, we integrate 5 research dimensions, namely e-WOM volume, e-WOM dispersion, e-WOM rating, subjective e-WOM proportion and e-WOM content length. Meanwhile, we explore the intermediary role of e-WOM credibility in the relationship between e-WOM’s dimensions and consumer ’s online purchase intention.We carry out the study from the view of ordinary consumers, select one brand tea sells online as the specific research object, collect data via the questionnaire. Then, use the SPSS17.0 software to do data processing. By the Pearson correlation analysis and regression analysis, we verify the research hypotheses and model proposed above.The results shows that, e-WOM volume, e-WOM dispersion, e-WOM rating, subjective e-WOM proportion and e-WOM content length both have significant positive correlation with the consumers’ purchase intention, and the 5 dimensions influence the consumers’ purchase intention via the e-WOM credibility. The intermediary role of e-WOM credibility between e-WOM and consumers’ purchase intention has been proved. According to the research results, we put forward some management implications and policy Suggestions, in order to provide valuable reference for the enterprise to carry out the network marketing.