The Impact Of The Word Of Mouth On College Students’ Willingness To Purchase Mobile Phone

Since the 21 st century,the way of shopping has changed dramatically with the rapid development of information technology,one of which is online shopping.The comments left after the shopping has already form a certain scale in the process of shopping online.These comments are a form of IWOM.It is not an entirely new field to study for the impact of IWOM on consumers’ purchasing intention.Now,some scholars have conducted academic research on the IWOM of movies,books and tourism etc.,draws a conclusion that has practical significance,which plays an important role in promoting the development of IWOM field.This paper is aimed to study the internet word-of-mouth marketing strategy of mobile phone based on the IWOM of mobile phone for the College students.Firstly,this article This article first combs the predecessors’ literature,obtains the possible influencing factors,makes the hypothesis;secondly,making questionnaire survey,data collection,data analysis and getting Principal component factors that reveals the relationship between mobile phone IWOM and the purchasing desire of the college students,And then,reveals the relationship between the research object and the research variables;thirdly,analyzed each variables in depth through establishing the SEM model,and then,removed the unobvious path to get an Optimization model,at the same time,developed appropriate marketing strategies based on the hypothesis of the conclusions.