Research On Impact Of IWOM On Consumer Willingness To Buy Skin Care Products

In the 21 st century, our lives have brought new elements due to the vigorous development of the Internet. Online shopping due to convenient, affordable, exciting, stylish, have already spread to people’s lives. But online shopping is also accompanied some problems with the development. Consumers can not distinguish the authenticity of goods or merchandise selection to suit their own, because you can not see and can not identify the real authenticity of goods. IWOM is a key part of the network products to attract consumers.The amount of skin care products sales network in network sales market occupies a very high proportion. Let skincare product characteristics because consumers are more willing to adopt the views of the public. In the online market, IWOM has become optional skincare important reference.The core issue of this study is the impact of IWOM on consumer willingness to buy skin care products. Through study a large number of relevant research literature, I have build a research model "network reputation- consumer confidence- consumer willingness to buy skin care products," Proposed model based on the assumption, Defining variables, designing the questionnaire, skin care products to buy online consumer as survey sample, I have issued 400 questionnaires, and recovered 322 valid questionnaires. I analysis the reliability and validity. After ensuring the availability of the questionnaire, I have correlation analysis and regression analysis, in order to verify that IWOM for skincare consumers mechanism.In this paper, I get the following conclusions:(1) The quality of the IWOM, IWOM score, Network is its professional reputation significantly to affect the consumer’s perception of trust, the number of networks had no significant effect.(2) The quality of IWOM, the number of IWOM, professional trust of IWOM, All have a significant positive effect to skin care products to consumers, the score of IWOM is not significant.(3) Trust of the consumer, emotional trust of consumer, they have significant positive effect to the willingness of buy.(4) In consumer willingness to buy skin care products, Consumer confidences have mediating effect. Due to the mediating effect, the quality of IWOM, the score of IWOM, The professional of IWOM, Skin care products for consumer purchase intentions change impact. Because the mediating effects of consumer sentiment trust, the numbers of IWOM have a significant positive effect on skin care products to consumers.