| The development of the Internet today is an unprecedented information revolution, and the specific convenience of Internet Information brings the efficiency of the dissemination. However, its unique explosive feature makes people have to face the predicament of information overload. In commercial activities, the effect of this double-sided network makes more and more people rely on Online Word of Mouth(OWOM), the interactional information provided by each other. So, in a certain sense, User-Generated Content(UGC) and User Rating(UR) on behalf of OWOM replace the traditional WOM, becoming the most widely used and influential valuable information among consumers.This study aims to use experiment method, with the OWOM as the starting point, and the OWOM platform providers as the carrier, Hedonic and Utilitarian Product as objective, conducts an empirical research and discussion on UGC and UR influencing on consumer purchase intention in the form of commercial and non-commercial web site platform. Through empirical research, we draw relevant conclusions, make theoretical discussion on the Internet and e-Business on the online word-of-mouth(OWOM), and make appropriate recommendations for the Internet marketing activities of related companies. |
