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The Impact Of The Degree Of Involvement, The Number And Quality Of Negative Word-of-mouth On The Willingness Of Female College Students To Purchase

Posted on:2018-06-19Degree:MasterType:Thesis
Country:ChinaCandidate:M X WangFull Text:PDF
GTID:2359330518490995Subject:Applied psychology
Abstract/Summary:PDF Full Text Request
With the rapid development of the Internet, the network purchase intention has become an important research object in the field of consumption. Internet word of mouth (IWOM) has a growing impact on consumer purchase intentions. The existing studies have confirmed that the degree of involvement and IWOM affect the purchase intention of consumers, but did not make a detailed study of it. It is very important to discuss the degree of involvement and negative reputation on the impact of consumer purchase from the perspective of information processing, so the article based on two experiments, every experiments selected 120 female college students as the subject,deeply discussed the impact of involvement, the number and quality of negative IWOM to the female college students' purchase intention.Study 1 used 2 (high involvement. low involvement) × 2 (large number of negative IWOM, small number of negative IWOM) between the subjects designed to explore the impact of the degree of involvement and the number of the negative IWOM on the purchase intention of female college students. The results showed that the main effect of the degree of involvement and the number of negative IWOM to customers' purchase intention were significant , but there was no interaction between them.Study 2 used 2 (high involvement, low involvement) x 2 (high quality of negative IWOM, low quality of negative IWOM) between the subjects designed to explore the degree of involvement and the quality of the negative IWOM on the purchase intention of female college students. The results showed that The results showed that the main effect of the degree of involvement and the quality of negative IWOM to customers' purchase intention were significant, and there was an interaction between them. When the quality of the negative IWOM was low, the simple effect of the involved was obvious.This study has the following conclusions:(1) Involvement has a significant impact on the consumer's purchase intention.Individuals with higher involvement were more likely to buy than individuals with lower levels of involvement.(2) The number of negative IWOM for the purchase of consumers has a significant impact. when the involvement of a certain, with the increase in the number of negative IWOM, consumers will gradually decline in the purchase intention.(3) The quality of negative IWOM for consumers to purchase has a significant impact, when the involvement of a certain degree, with the increase in the quality of negative IWOM, consumers will gradually decline their purchase intention.(4)There is an interactive effect between the degree of involvement and the quality of negative IWOM , when the negative IWOM quality is low, the reputation of the consumer's intention to purchase will change with the change in the degree of involvement.
Keywords/Search Tags:involvement, negative IWOM, purchase intention, Elaboration Likelihood Model
PDF Full Text Request
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