The Empirical Study On The Impact Of IWOM On Car Sales Volume

With the deeper and wider development of the automobile industry and economic globalization, automobile marketing plays a more and more important role in automobile industry. In the internet era, a new marketing approach—IWOM marketing has gradually shown its unique advantages and becomes an important factor affecting the Car sales volume. On the theoretical basis of IWOM effecting consumer purchasing decision making, the paper analyzes the impact of IWOM marketing on the Car sales volume, which reveals the important influence of IWOM marketing on the automobile industry.Based on the research of domestic and international IWOM at present and consumer purchase decision making, in combination with the unique features of the automobile industry, and from two dimensions of the IWOM number and the IWOM titer to measure, this paper has respectively studied their impact on Car sales volume. At the same time, as a kind of durable consumer goods, its sales volume is influenced by many factors, and therefore, this paper introduces the six factors of research, such as the car's guide price, joint venture or not, the cost of insurance, the overall fuel consumption, car space and the vehicle power. The results show that a joint venture or not as an adjustable variable affects number of IWOM which has an impact on the car sales volume.This paper has chosen the 147 kinds of car sold in mainland China from January 2012 to June 2015 as research samples, by the SPSS statistical software for data analysis, draw the conclusion that the IWOM influence car sales volume. On this basis and in combination with the features of the automobile industry, the relevant suggestions for the IWOM marketing are put forward.