Research On The Influence Of Neutral Electronic Word-of-mouth On Consumer's Purchase Intention

As an important and valuable source of information,eWOM(electronic word-of-mouth)has an important influence on consumers' purchase intention.The traditional eWOM research was one-dimensional analyse,that is to say,eWOM information is either "positive" or "negative"".But in real life,eWOM information is diverse,and we can read plenty of information that are"positive" and "negative",a large number of scholars have proved that positive eWOM information has a positive effect on consumers' purchasing intention and negative eWOM information has a negative effect on consumers' purchase intention.However,what kind of influence does the eWOM that including both positive and negative information have on consumers' purchasing intention?In this paper,the eWOM information is divided into positive,negative and neutral eWOM,which include both positive and negative information.Among them,the amount of positive eWOM is equal to the amount of negative one is called neutral eWOM;The amount of positive word of mouth information is greater than the negative one is called positive word of mouth;The amount of positive word of mouth information is less than the amount of negative one is called negative eWOM.The article is based on the theory of information communication process,and regard the film's products of neutral eWOM as the research object to carry out the research,that mainly from the three aspects of neutral eWOM: communicator(expertise,altruistic motivation),word of mouth information(quality,quantity),receiver(trust tendency,perceived risk),with trust as intermediary variable,using SPSS20.0 software,through the reliability and validity test,principal component analysis,regression analysis and other methods,to explore the impact of these three factors on the purchase intention.The following conclusions can be drawn from experiments:(1)A neutral word of mouth variables(communicators' expertise,altruistic motives,eWOM information quality and quantity,the receivers' trust disposition,perceived risk)have a significant and positive influence on consumers' purchase intention.The magnitude of its influence is the information quantity > the information quality > communicator's expertise > communicator's altruistic motives > receiver's trust propensity > receiver's perceived risk.(2)Trust plays an important mediating role between partial neutral eWOM variables and purchase intention,among them,trust has obvious mediating effect in the fourdimensions of communicator's expertise,information quantity,receiver's trust tendency and perceived risk,This paper studies the impact of neutral eWOM on consumer purchase intention,which provides a new way for other scholars to study eWOM.When formulating marketing strategies,enterprises should formulate corresponding strategies for different types of eWOM,so as to improve consumers' purchasing intention.