Research On The Impact Of Positive Micro-blog Word-of-Mouth On Consumer Purchase Intention

With the continuous development of Internet technology, Internet word-of-mouth (IWOM) broke through the limitations of traditional word-of-mouth, and it is widely used by enterprises because of some outstanding characteristics such as its wide transmission range, low cost, accurate, diversity of forms of communication and easy for consumers to accept. The positive Internet word of mouth can help build the corporate image, improve performance, used properly can even become famous overnight. Micro-blog has become one of the best channels of internet word-of-mouth, because the characteristics like easy to operation, Content independence and diversity, interaction and fission type propagation velocity. Therefore, understanding the impact of positive micro-blog word-of-mouth on consumer purchase intention, and formulate the corresponding marketing strategy is particularly important for small businesses.In this paper, includes the study of the relevant literature domestic and overseas, Comprehensive finishing on, micro-blogging theory, experience product theory, and the theory of Internet word-of-mouth. This paper use consumer purchase decision-making theory, combining the characteristics of micro-blog, use quality and quantity of micro-blog to analysis how the micro-blog WOM influence the user’s purchase intention through the perceived risk and trust. This is an empirical study, the data obtained from the questionnaire survey, and use spssl9.0 to analyze the reliability and validity of the data, using correlation analysis and regression analysis to verify the hypotheses. The following conclusions are made:Quality and quantity of positive micro-blog information have a significant positive effect on purchase intention of recipients of information; Quality and quantity of positive micro-blog information have a significant positive effect on trust of the recipients of information; Quality and quantity of positive micro-blog information have a significant negative impact on perceived risk of the recipients of the information; Positive micro-blog information recipient’s trust has a significant positive impact on purchase intention of recipients of information; Positive micro-blog information recipient’s perceived risk has a significant negative impact on purchase intention of the recipient of the information; Trust and perceived risk play intermediary role between quality and quantity of positive micro-blog information and the purchase intention of recipients of information.