Research About Electronic Word-of-mouth Effect On Online Purchase Intention In Social Network Context

With the rapid development of electronic commerce today,product success depends on the consumer of this commodity judgment and evaluation,we can understand this phenomenon for herding or word-of-mouth.In the social network,whether herding or word-of-mouth to people indicates that the internet word-of-mouth on consumer purchase intention influence gradually strengthened,and the traditional marketing means and mode facing the new revolution.Consumers in the face of homogeneous or similar products will be difficult to choose the situation,but simply rely on the ability of individuals can not make a satisfactory purchase decision.In this case,consumers can use the comments in the word of mouth,enhance the sense of trust,make a satisfactory purchase decision.In the process of online shopping,online word-of-mouth has become a necessary reference for consumers to purchase decision.However,there is a lack of relevant theoretical literature on the relationship and mechanism between the Internet word of mouth and online purchase intention.College students are the focus of attention of the community,but also the main group of online transactions,and for the new things of concern,acceptance and dissemination of degrees are faster than other groups.In this paper,the network shopping students as the research object,starting from the perspective of trust,empirical analysis of the relationship between network reputation,trust and purchase intention of the three,the relative gap academia.This takes the social network as the research background,research the relationship of the network reputation,trust and purchase intention between.In this paper,firstly,the theoretical literature is reviewed,and the conceptual model and research hypothesis are put forward.Secondly,the data were collected by questionnaires,and the SPSS19.0 data processing software was used to analyze the data.The study found that:(1)the network reputation has a positive impact on the network,the number of purchase intention,word-of-mouth,internet word-of-mouth reputation and reputation interest direction,information quality on online purchase intention has a positive effect.(2)word of mouth has a positive impact on trust,in which the number of word of mouth,the direction of word of mouth,word of mouth interest and the quality of word of mouth information have a positive impact on the integrity,goodwill and ability of trust.(3)trust has a positive impact on online purchase intention,in which trust honesty,goodwill and ability have a positive impact on online purchase intention.(4)trust plays an intermediary role in the relationship between online word-of-mouth and online purchase intention,in which the dimensions of trust play an intermediary role between the dimensions of online WOM and the willingness to buy online.The first point is the following two aspects:(1)based on previous literature reading on the full,will expand into new areas of social networks in the community network forum reputation mature.(2)taking trust as the intermediate variable,this paper probes into the influence mechanism of Internet word of mouth on online purchase intention.Inspired by the use of Internet marketing businesses concerned about the impact of College Students’ willingness to buy online,do a good job marketing publicity,enhance product sales and product brand awareness.