Research Of The Effects Of Online Word-of-Mouth On Consumers' Purchase Intention

With the rapid development of Internet technology,the network has gradually become an indispensable part of people's lives,and provides people with entertainment,shopping,friends,and platform of sharing infofmation.Consumers are more and more preferred to share the shopping experience through the network platform.And in the virtual environment of network,interpersonal information exchanges has become more frequent,the range and the depth of influence of word-of-mouth is increasing,and the consumer's network purchasing decision-making will be a certain extent by the impact of network reputation.Under the background of this era,it is necessary to explore the factors that can influence the purchasing decision of consumers.Based on the Technology Acceptance Model(TAM)and the existing research results of online word-of-mouth,this paper constructs the influence model of the reputation of online word-of-mouth on consumers' purchase intention with the Red as an example,and identifies the related factors influencing the effect of online word-of-mouth dissemination.In this paper,the literature review and comb from three aspects,the definition of traditional word-of-mouth and online word-of-mouth,consumer purchasing behavior and online community.And comprehensive interpersonal relationship of our unique relationship between the national conditions,to build the impact of online word-of-mouth on the purchase of consumers' purchase intention model of the Red as an example.The model chooses the characteristics of the Red sharers and the characteristics of the Red posts as online word-of-mouth measure index,simultaneously selects trust awareness and usefulness perception as the information receiver's perception measure indicator.The characteristics of the Red sharers include three variables,professional,relationship strength between the Red shares and receivers,and the relationship that receivers agree with the Red shares.The characteristics of the Red posts include the number of posts and post quality two variables.This article will delve into how these factors affect consumers' purchase intention.In this paper,we use the questionnaire to carry out empirical research,the recovery of 201 valid questionnaires using SPSS 19.0 and AMOS 17.0 statistical analysis software analysis,the proposed hypothesis test,the following conclusions:(1)the professional of the Red sharers will positively affect the consumer's purchase intention,also trust awareness and usefulness perception of receivers;(2)the strength of relationship between the Red sharers and receivers and the consumers'purchase intention has no significant positive impact,and the strength of relationship between the Red sharers and receivers and trust awareness of receivers has no significant positive impact.(3)the relationship that receivers agree with the Red shares has a positive influence on the purchase intention of the consumer,and it also positively affects trust awareness of receivers.(4)the number of the Red posts on the consumers' purchase intention has no significant positive impact,and the number of the Red posts on the usefulness perception of receivers there is no significant positive impact;(5)the quality of Red posts has positive impact on consumers ' purchase intention and the usefulness perception of receivers:(6)the trust of receivers has a positive impact on the consumers' purchase intention;(7)the usefulness perception of receivers and the consumers' purchase intention will also have a significant positive impact.At last,the model is modified according to the model evaluation,the model is simplified by deleting the non-obvious paths.