Research On The Influence Of Heterologous Electronic Word-of-Mouth On Consumer Decision Making

Electronic word-of-mouth is the network consumer use network technology in network channels to publish information on the enterprise product,like picture information,audio information and video information.This product or service information exchange can be synchronous or asynchronous,either one-way,can also be two-way.Electronic word of mouth has diversified characteristics,so the source of word of mouth has a very important influence on consumer shopping decision.Analyzing from the perspective of the source of the electronic word of mouth,this article divides the source of electronic word of mouth into online shopping sites and social media.Based on a comprehensive review of the research on electronic word of mouth,this paper summarizes the consumer decision-making process.According to the EKB model theory,this paper selects the purchase intention,decision-making difficulties and decision-making satisfaction as dependent variable to study the impact of different sources of electronic word of mouth on consumer decision-making.Taking the product value as the adjustment variable,this paper use literature research and questionnaire survey to research the influence of heterologous electronic word of mouth on consumer decision making.After analysis of laboratory data,there are three conclusions:first,regardless of product value,purchase intention from the social media word of mouth is higher than purchase intention from online shopping sites word of mouth;Second,for low value products,decision-making difficulties from the social media word of mouth is higher than decision-making difficulties from online shopping sites word of mouth.For high value products,decision-making difficulties from online shopping sites word of mouth is higher than decision-making difficulties from the social media word of mouth.Third,for low value products,decision-making satisfaction from the social media word of mouth is higher than decision-making satisfaction from online shopping sites word of mouth.For high value products,decision-making satisfaction from online shopping sites word of mouth is higher than decision-making satisfaction from the social media word of mouth.This paper has a significant means on both academia and business practices,not only introduce heterologous electronic word of mouth theory to brand electronic word of mouth theory research,which enrich electronic word of mouth theory,and also have some guidance on enterprise's marketing,to bring more value to the enterprise.