Rearch On The Impacts Of Internet Word Of Mouth On Consumer Purchase Intention Of WeChat Platform

WeChat in 2010,tencent launched a smartphone app,in the era of high-speed Internet,WeChat it changed the traditional way of communication,human WeChat exchange become the main platform of the new media era public communication.In this background,our country some enterprise gradually realized the WeChat network marketing advantages,have been preempted WeChat platform product marketing.However,how to make better marketing and promotion of WeChat network platform,grab WeChat platform huge customer group,forms the enterprise successful network marketing model is the focus of the current enterprise thinking problem.WeChat customer base of iwom conditions to the enterprise marketing success or failure,and critical impact on the formation of typical network marketing model.This article uses the method of literature review,questionnaire method and statistical method,from the connotation of the quality of Internet word of mouth,iwom quality measurement indicators,the concept of consumer purchase intention,the formation mechanism of consumer purchase intention to explore iwom quality and consumer purchase intention of related theory,points out that the domestic and foreign research in the field of iwom WeChat platform quality lack of defects,determine the starting point of this study.Paper uses the AMOS7.0 software of structured equation of iwom WeChat platform and consumer purchase intention of fitting relationship model,and verified the hypothesis relationship was established.Several key conclusion of this research: first,use the Pearson correlation method,explore iwom information quality(AQ),iwom information sources(SR)reliability,product or service perceived value(PV),consumer trust(CT),consumers purchase intention(CP)of the correlation between each dimension.,according to the results of Internet word of mouth,consumers purchase intention,and there are positive correlation between intermediary variables,including the consumer purchase intention(CP)and iwom information quality(AQ),iwom information source reliability(SR)Pearson correlation coefficient of 0.764,0.684 respectively,and have passed the 5% significance level.Pearsoncorrelation test initially determined the iwom WeChat platform and consumer purchase intention and positive correlation between intermediary variable.Second,the fit of the whole model and path coefficient is calculated,it is concluded that the overall model,path coefficient between each path.Study,WeChat platform iwom information quality and customer perceived value,consumer trust and consumer purchase intention between coefficient of coefficients were 0.284,0.325,0.185,respectively,and were significantly.WeChat platform iwom information sources between reliability and customer perceived value,consumer trust influence coefficient coefficient were 0.253,0.3172,0.421,respectively,and were significantly.WeChat platform iwom information consumers trust on perceived value,the influence of the consumer purchase intention coefficients were 0.365,0.412,and were significantly.Customer perceived value as the intermediary variables impact on consumer purchase intention formation coefficient is 0.152,and were significantly.Visible,the overall model WeChat platform network word of mouth and consumers purchase intention and positive correlation exists between the intermediary variable.Third,path and hypothesis testing analysis,validate that WeChat platform iwom information quality through perceived value,consumer trust has a positive influence on purchase intention,WeChat platform iwom information source reliability through perceived value,consumer trust has a positive influence on purchase intention,consumer trust through perceived value has a positive effect on consumer purchase intention.