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The Effect Of Owom On Female Consumers’ Intention Of Purchasing Clothing

Posted on:2013-04-04Degree:MasterType:Thesis
Country:ChinaCandidate:C GuoFull Text:PDF
GTID:2309330482972762Subject:Costume design and engineering
Abstract/Summary:PDF Full Text Request
With the coming of the network epoch, more and more people begin to shop through the Internet. The influence of the internet based electronic word-of-mouth is increasingly reflecting. So the effective use of the OWOM marketing has become a hot topic in academia and industry. Consumers are the main resource of enterprises. It’s necessary to understand consumers’ needs to make the enterprise stand out in the fierce competition. So this paper will choose female consumers as the research object, and focus on the research of how the OWOM influences the female consumers’ clothing purchase intention. In this paper, based on the factor discussed modle and the path discussed modle, we construct a new model which learn from the variable of the TAM and ELM. In the new model, we have three aspects to explore the effect of OWOM. The quantity of the questionnaire survey is 330 and 302 effective samples have been collected. The data is analyzed by statistical software SPSS 17.0 and AMOS 17.0. Then this paper conducts in-depth interviews with 11 female customers. The results not only prove the research assumptions, but also subdivide the findings. Finally, conclusions are elicited as follows:1) OWOM quality and source credibility impacts positively and significantly on female customers’ perceived usefulness and credibility. Generally, the better they think the OWOM quality and source credibility, the stronger their perceived usefulness and credibility of the information will be. And the perceived risk only impacts female customers’ perceived usefulness significantly but doesn’t impact obviously on the perceived credibility.2) Female customers’ perceived credibility and usefulness of OWOM play a mediating role in their clothing purchase intention. That is, whether the female customers will adopt OWOM to make the final purchase decision-making depends on their perceived credibility and usefulness of the information.3) The female consumers’ expertise and product involvement play an important role in adjusting the relationship between OWOM quality, source credibility and customers’ awareness of OWOM. For the rich-expertise and high-involvement customers, the effect of the OWOM quality on their perceived credibility and usefulness is stronger. But for the lack of expertise and low-involvement customers, source credibility has a bigger impact on their OWOM awareness.4) According to the research and in-depth interviews, this paper makes the following suggestions to the clothing enterprises about how to improve the consumers’ purchase intention:first, the companies should pay more attention to OWOM, and establish an effective measures and monitoring mechanism to manage the OWOM content. Second, it is necessary to improve OWOM quality and strengthen the source credibility. Third, set up the membership system and manage the customers’ relationship. It helps to popularize female customers’ fashion knowledge and promote their product involvement. The last, apply multi-channel integration to establish comprehensive OWOM communication system. By creating the OWOM of the product and brand, it can influence consumers’ awareness of products’ OWOM.
Keywords/Search Tags:Online word-of-mouth, purchase intention of clothing, female customer, empirical study
PDF Full Text Request
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