Comparative Study Of Image Word Of Mouth And Text Word Of Mouth Influence On Consumer Purchase Intention

Along with our country the development of e-commerce platform becomes increasingly hot shopping,online consumption turnover reached new highs,most consumers are used to search for information online,online purchase products online and Internet word of mouth,with the improvement of the big electric business platform system and the popularity of social media,in recent years also gradually appears in the form of a new online word-of-mouth,from previous plain text type to today's social media upload video online word-of-mouth network word of mouth and big electric business platform,more and more pictures in the form of Internet word of mouth,the emerging forms of Internet word of mouth is not only the electric business platform increasingly progress,consumers online shopping mode in the development of update.The focus of this paper will research the new type pictures of one of the forms of online word-of-mouth,studied the text type network reputation and image type online word-of-mouth in impact due to previous research on online word-of-mouth most focused on pure text type network word of mouth,so at first,this paper puts forward the research the necessity and importance of online word-of-mouth image type,summarizes the past the study of the text type of online word-of-mouth,and reference to the field of consumer behavior,psychology and advertising information about images and text information research of relevant literature,to build the image type of word of mouth and font behavior model of word of mouth influence on consumer purchase intention,through empirical analysis and the experimental method proves the rationality of the model and related assumptions.Specifically,that is,two different types of word of mouth(image type of word of mouth and font word of mouth)in the product type(one product and search type products),under the regulation of by the consumer perception of three dimensions(consumers perceived usefulness,perceived credibility and consumer perceived risk)final effect on consumer purchase intention of behavior model,and through the simulation scenario experiment results of the empirical study proves that the model.Through the empirical study proves that the picture type the superiority of word of mouth in affect consumer purchase intention,proved the regulating role in the product types in the model,and the mediation effect of consumer perception three dimensions.This research from the aspects of theory,broaden the research category,in the field of online word-of-mouth research focus from the text type of word of mouth to visual word of mouth on this kind of research direction,hoping to topic and cause more scholars for attention,and attention to visual word of mouth,Internet word of mouth and the further development of the field of consumer behavior research.Practical significance,this paper research on e-commerce businesses also has certain marketing enlightenment,related e-commerce platform businessmen spend much more time and efforts to encourage consumers to publish pictures of mouth,sales of different types of products can also be business according to the characteristics of the product make specific marketing strategy according to the change.