The Power Of Internet Word-of-mouth Effect On Consumer Purchase Decisions

With the increasing development of Internet information technology,more and more consumers purchase product and obtain product purchase experience through the network platform. Internet information transmission speed quickly than before, it can affect the willingness and the decision of actual purchase of consumers. Owing to the internet, word-of-mouth has new characteristics, allow consumer make satisfactory decisions and attract more and more scholar's attention.Under China's unique network environment, this paper will analysis internet word of mouth characteristic ? manifestation and mechanism.Through analysis different modes of consumer purchase decision-making process find out the consumer purchase decision-making process in this paper, analyze consumer purchase decision in different stage, extracting the EWOM variables effect consumer decision-making, building a model of word-of-mouth on consumer purchase decision.Based on previous studies of internet word-of-mouth on consumer purchase decision, this paper adds EWOM difference variables into the power of internet word-of-mouth effect variables, and add internet word-ofmouth actual purchase number of consumers in the purchase intention. In research methods, this paper adopts the method of questionnaire survey on consumer purchase intention and using the method of data mining verify the research hypothesis of the actual purchase amount, The research can not only test the impact of the internet word-of-mouth on consumer purchase decision, can also provide new study ideas in EWOM research for other scholars related to product marketing and provide online word-of-mouth publicity businesses focus.