The Research Of The Internet Reputation Influence On The Customer Purchase Of Distinctive Agricultural Products

With the continuous change of market demand,China's agricultural characteristics of agricultural products have encountered difficulties in sales.At the same time,along with the rise of the electricity business,the traditional agricultural products industry is also facing the urgent need to change the situation.In the Internet era,word of mouth marketing model has gradually been attached importance to the enterprise,the word of mouth has become an important channel to promote mutual communication between enterprises and customers,enhance corporate profits.Therefore,this paper based on this background,based on the effect of e WOM on buying behavior characteristics of agricultural products,mining the purchasing behavior of consumers in the sales process affected by the mechanism,in order to improve the sales of characteristic agricultural products in China difficult situation to put forward the corresponding suggestion.The research results of the theoretical basis of this paper based on the review of domestic and foreign scholars,combined with the subject characteristics and the research and understanding of the nature of agricultural products,and inserted into the customer perceived value as intermediary variables of online WOM information on consumer behavior,in order to establish the theoretical model of three variables.The empirical data were collected in the form of questionnaire,and the correlation analysis and regression analysis were made by using SPSS 19.The following conclusions are obtained from the empirical analysis:(1)the number of internet wordofmouth and the word of mouth score have a positive impact on customer perceived value.(2)the number of internet wordofmouth and the word of mouth score have a positive impact on consumer behavior.The influence of internet wordofmouth score is greater than the number of word of mouth.(3)customer perceived value has a positive impact on consumer purchase behavior.The magnitude of the effect is: emotional value,functional value and perceived cost.(4)the mediating effect of the three dimensions of customer perceived value on the influence of Internet word of mouth on purchase behavior.Finally,according to the empirical results,this paper puts forward the effective guidance for the sales of agricultural products enterprises.Enterprises should encourage more positive wordofmouth information dissemination,attention to the customer's perception of experience,while customized wordofmouth marketing strategy to promote consumer awareness of corporate brand,improve the sales situation of enterprises.There are still shortcomings,but still hope to promote China's ‘three rural problems',enhance the characteristics of agricultural products market share,and provide theoretical basis and suggestions.