The Power Of Internet Word-of-mouth Effect On Consumer Purchase Decisions

With the popularity of the Internet,the influence of the transmission network is more and more big,the application of new technology blurs the consumers "online" and the concept of"offline",the majority of consumers to buy the product will be focused on Iwom information network platform,therefore,the understanding of Internet word of mouth influence consumer buying behavior,word of mouth marketing for enterprises to increase product sales,expand the market share is of great significance.The research in this paper can not only open up new research horizons for other scholars in the field of Internet word-of-mouth research,but also provide future research focus for catering enterprises to make use of Internet word-of-mouth marketing.On this basis,this paper combines the characteristics of the catering industry,through the analysis of consumer purchase models studied by different scholars,to find out the required consumer purchase decision-making process,and analyze the impact of online word-of-mouth on consumers.Purchase decision is divided into two levels:purchase intention and actual purchase behavior.In terms of the influence of purchase intention,the psychological perception variables of consumers,namely perceived credibility and perceived usefulness,are added to study their role in the influence of online word-of-mouth on purchase intention.In terms of the research on actual purchasing behavior,Python web crawler software is used to capture the online comment data of dianping.com and conduct an empirical study to explore which factors in the network word-of-mouth have greater influence on consumers' purchase decisions.Through questionnaire survey and data mining,this paper studies the purchase intention and actual purchase amount of consumers respectively.The empirical results show that the quality,quantity,intensity and difference of online word-of-mouth in the catering industry have a significant impact on the purchase decision of consumers,but there is a significant difference in the degree of impact on the purchase intention and the actual purchase amount.Purchase intention as dependent variable,we found that,first of all,the influence degree of each dimension of the catering industry to purchase intention of online reputation is from high to low,that is to say,the quality reputation and word of mouth marketing price,number of word of mouth marketing and the difference of word of mouth marketing,and quality of influence consumers' purchase intention of word of mouth marketing is significantly higher than the other three dimensions.Secondly,perceived credibility plays an intermediary role in the influence of word-of-mouth quality,word-of-mouth effect and word-of-mouth difference on purchase intention.But the effect degree is different,partial intermediary word-of-mouth effect,but completely intermediary word-of-mouth quality and difference.Third,perceived usefulness plays an intermediary role in the influence of the four dimensions of online word-of-mouth on purchase intention,but it plays a partial intermediary role in the quantity,price and difference of word-of-mouth and a complete intermediary role in the quality of word-of-mouth.Taking the actual purchase quantity as the dependent variable,it is found that the actual purchase quantity of the network reputation of each dimension of the influence degree of the catering industry is from high to low,and the order of quality,reputation,word-of-mouth marketing efficiency and poor word-of-mouth,and the actual purchase quantity of the influence degree of word-of-mouth marketing is close to the word-of-mouth quality.