A Study On The Influence Of The EWOM On Consumer Purchase Intention

With the advent of the information age,more and more consumers began to change the traditional shopping model,willing to communicate through the network platform to obtain product information,e WOM was born.After summing up the domestic and international traditional word-of-mouth to the development of e WOM and the status quo,it is found that there is a big difference between the expression and influence mechanism of the two,especially in the Chinese context.,Which provides the possibility and necessity to explore and improve the intrinsic impact mechanism between e WOM and purchasing behavior.Based on the theory of consumer behavior and the the Elaboration Likelihood Mode,the relationship between the type of network word of mouth,information quality,product involvement,purchase intention between the four models.First,the comparative analysis of the type of e WOM on the impact of consumer purchase is the existence of differences;Second,consider the different types of e WOM under the information quality is how to affect the purchase intention;Finally,based on the above analysis results,the introduction of products involved in the adjustment of variables,to explore the product involved in the e WOM type,the quality of information and the willingness to buy between the regulatory role.According to the empirical results,combined with other existing research and business and market development of the actual situation,put forward Taobao business or business has a reference value of the network word of mouth marketing strategy:enterprises should be as much as possible to guide consumers to publish justified,Cross-time multiple word of mouth,to enhance the quality of word of mouth information,to enhance the degree of involvement of consumers and brand image,in order to improve the target customer groups to buy,thereby enhancing the purchase rate.