A Study On The Migration Behavior Of Consumers' Purchase Through Double Channels Based On Internet Word Of Mouse(IWOM)

In recent years,with the development of e-commerce and the introduction and deepening of the“new retail”model,the consumption channels have become more diversified,the relationship between online and offline has become more and more close,and the purchase and migration behavior of consumers in the dual-channel environment will be more frequent.With the development of online communities,social media,and other platforms,the importance of online reputation is self-evident.Under the influence of online word of mouth,consumers'behaviors are diverse,and consumers'channel migration behavior is also more complex and changeable.This paper in the beginning uses a questionnaire survey to explore the dual channel consumer buying behavior based on online word-of-mouth.This paper finds that different kind of word-of-mouth have significant differences in consumers'willingness to migrate,and that the kind of word-of-mouth is more positive than word-of-mouth.And the scope of influence can better influence the migration behavior of consumers than the influence and scope of word-of-mouth.In order to deeply study and more fully describe the consumer channel migration behavior based on online word-of-mouth,this paper combines TRA and EBM model to model and describe the process of buying and migrating based on online word-of-mouth and consumer dual channels.The interaction and influence of online word-of-mouth on consumer migration behaviors,combined with consumer utility function model and online word-of-mouth communication model,classify consumers'channel migration behavior into two stages:preliminary decision-making and comprehensive decision-making.Analyzing the impact of different factors on the migration behavior at the stage,finally built a simulation model for the purchase of migration behavior based on online word-of-mouth,and used the??-based modeling method to abstract the consumers in the market and build a complex system for channel migration.Analyze the purchase of migratory behavior based on two channels and online word-of-mouth.The study found that changes in the ratio of Internet-to-retail prices and negative word-of-mouth ratios can affect the occurrence of channel migration.There is a certain degree of influence,and the impact is different in different negative word-of-mouth ratios;the higher the degree of participation in the purchase of goods,channel migration.The higher the purchase participation of goods,the tipping point of migration behavior requires higher network price discount.This paper adds the process of online word-of-mouth communication to the consumer channel migration behavior,studies consumer dual-channel purchase migration behavior from a new perspective,and builds a consumer dual-channel buying migration theory model based on online word-of-mouth to enrich consumers channel migration theory.Using computer technology of multi-??simulation,modeling the dual-channel buying migration behavior under the influence of online word-of-mouth,modeling the complete purchase migration behavior,broadening the application fields of??-based modeling methods,and helping retailers to understand consumers'influence on the purchase and migration of dual-channel buying migration under the influence of online word-of-mouth,and grasping the important influencing factors and key links of consumers'dual-channel purchase of migration behavior which are the theoretical and practical values of this research.