A Study For The Influence Of Internet Word-of-Mouth On Consumers' Purchase Willingness

Internet word-of-mouth which is considerable is an important reference for consumers to make purchase decisions,but it is in varying quality.The contemporary marketers have to think about how do consumers filter the word of mouth information,and how to handle the advantages and disadvantages in the process of information transmission.The study uses product type and word of mouth platform as start points,and try to answer questions as follows:(1)The factors of influence of Internet word-of-mouth on purchase willingness,mainly including the direct impact on purchase willingness by Internet word-of-mouth,the relation between Internet word-of-mouth quality and information transmitter with usefulness perception as well as risk perception,the effect of consumers' perception on purchase willingness;(2)What do the information with search product and experimental product exert an influence over consumers' purchase willingness respectively,and what kind of difference they have.Based on the information communication theory,technology acceptance model and SOR theory,the study build an theoretical model about Internet word-of-mouth and purchase willingness and have an empirical research by review some relevant literature.After collecting data by questionnaire method,using SPSS and AMOS,there are some findings:(1)Internet word-of-mouth have an direct obvious impact on consumers' purchase willingness.(2)The relativity,vitality and reliability of information have an direct obvious impact on usefulness perception,information vitality and transmitter have an obvious impact on consumers' risk perception,consumers' perception impact on purchase willingness directly.(3)It is not be affirmed in the research,for example the relation between information transmitter and usefulness perception,the relationship between information relativity as well as reliability and risk perception.In order to test the relationship between Internet word-of-mouth and purchase willingness with different circumstance,the research use the interblock experimental design,product type(search product VS experimental product)and information platform(third-party sites VS official website).The result shows that(1)the word of mouth in third-party sites have a more obvious influence on consumers when buying search product,the word of mouth in official website have a more obvious influence on consumers when buying experimental product;(2)the consumers pay more attention to information transmitter rather than information quality when buying experimental product in official website.On the contrary,the information in different site all impact on purchase willingness.Based on the above research,the thesis make suggestions for enterprises to develop new customers and keep regular customers when carrying on network marketing.On the one hand,enterprises should attach great importance on the influence of Internet word-of-mouth on marketing,on the other hand,pay attention to the Internet word-of-mouth with the products or services,make good use of the inner power of it,and marketing for different product types should use different channels and methods,integrate the information details with platforms.