Research On The Impact Of Internet Word-of-mouth On Consumer Brand Choice In The Media Environment

With the development of communication technology and mobile terminal,We-Media has overthrown the traditional channels of word-of-mouth communication model.Consumers in the era of smart technology to make the brand choice more and more rely on the reputation of information from the We-Media platform.IWOM sends a lot of news and valuable reference by the powerful information dissemination of the We-Media platform.Under the background of the universal are the We-Media,researching on the consumer brand choice mechanism affected by the IWOM,it is of great significance for enterprises to carry out accurate marketing campaigns.This study constructs a theoretical model of the influence of the IWOM on consumer brand choice,based on Kotler’s stimulus response model,and Combining with the domestic and foreign scholars on the We-Media,the IWOM and brand choice.Explore the influence factors of brand choice by reviewing and carding the literature.Testing and verifying the scientific rationality of the model by the empirical analysis.Based on the conclusion of the research,the author puts forward the suggestion of the IWOM marketing.Firstly,this article carries on the literature review from the We-Media,IWOM,consumer brand choice and consumer professional four aspects.The author proposes 7 antecedent variables of the research model,from three aspects of the factors,such as the sender of IWOM,the factors of website and the characteristics of information.The author reviews the influence factors of brand choice,and analyzes the theoretical model of consumer brand choice,based on the relevant research of consumer brand choice.In this study,the theoretical model is established based on the moderating effect of consumer’s specialization,the factors of IWOM as antecedents,and consumer brand choice as the outcome variable.Secondly,based on the literature research and theoretical model,this paper puts forward the hypothesis of the influence of IWOM on consumer brand choice,based on the related theory of factor extraction and related scholars study designed a questionnaire of scale design,through online research tool "questionnaire star" questionnaires to the general Internet users,based on the previous back some samples to test questionnaire,312 valid questionnaires were recovered finally.Then,this study used SPSS21.0 data analysis software to withdraw the sample data.based on the analysis results prove the hypothesis of this study,adjust the initial research model,and form the theoretical model.Here is the conclusions of this study:(1)The IWOM sender factors of each dimension has significantly positive effect on consumer brand choice;(2)The site credibility has significantly positive effects on consumer brand choice;(3)The IWOM information characteristics of each dimension has significantly positive effects on consumers’ brand choice;(4)Consumer professionalism in the IWOM sender expertise,relationship between strength and direction of IWOM has in effect on consumer brand choice.Finally,the author puts forward the IWOM marketing strategy based on the We-Media,according to the result of empirical analysis,at the same time,pointing out the deficiency of this study and future research prospects.