Research On The Impact Of Internet Word Of Mouth On Consumers’s Electronic Coupons Intention

The rapid development of the Internet enables network applications make the rapidly growing, and it has become an important tool for people to obtain information about life and experience of the outside world as a result. Consumers through the network platform release word-of-mouth(WOM) information, relates to the field of different aspects of business, enterprise website and so on. Review of previous research shows that, compared to the official source of information, consumers are more likely around or informal sources of information. Due to the rapid development of the Internet that WOM spread way had through the fission of turning, information dissemination platform has been procide by Internrt larger and more complex.However, during the search process for the documents, it’s found that most of the researches focus on the online WOM of the particular group purchase intention while a few on the communication, and fewer on the electronic commerce(ecommerce) coupons. Therefore, based the electronic coupons as the research object, this paper discusses the influences of the online WOM information on the consumer Internet purchased intention, with consumer satisfaction, perceived risk, perceived value taken into account, so as to provide the electronic coupons a theoretic and practical guidance.Firstly, the paper takes to explore and analyze the documents on the influence of negative online WOM. Theoretical research is to retrospect and summarize the relative theories of traditional WOM, online WOM, Consumer satisfaction, perceived risk, perceived value, e-commerce coupons and consumer’s purchased intention, so as to provide a necessary theoretic basis for empirical research.Secondly, the conceptual model is established in this paper on the basis of study with 25 hypotheses and design the questionnaire for WOM of e-commerce coupons.Thirdly, after the offline and online investigation, 212 valid samples are collected. Through the analysis of the data by SPSS 19.0 to verify the questionnaire, which come to the following conclusions.(1) The quality of information and the amount of information of online WOM have the significant influences on the consumers’ s e-commerce coupons intention. The information strength of online WOM have part significant influences on the consumers’ s e-commerce coupons intention.(2) The quality of information and the amount of information of online WOM have the significant influences on the consumer satisfaction and perceived value. The quality of information of online WOM have the significant influences on perceived risk.(3) The consumer satisfaction plays the moderator role between the information of online WOM and the consumers’ s e-commerce coupons intention. The perceived risk and perceived value play the part moderator role between the information of online WOM and the consumers’ s e-commerce coupons intention.Finally, according to the research conclusion and the problem about electronic business voucher site or business information dissemination, this paper presents the following suggestions and countermeasures.(1) Pay attention to word-of-mouth effect, make the feedback according to consumer response and according to the actual situation to solve the problem in order to enhance the consumer’s purchase rate.(2) To reduce the perceived risk and enhance the perceived value to attract the consumers to purchase e-commerce coupons.(3) To enhance customer satisfaction and pay attention to the e-commerce coupons website experience.