A Study On The Influence Of Goods Electronic Word-of-Mouth On Consumers Purchase Intention

The influence of electronic word-of-mouth(EWOM)on consumers 'buying intention and its factors and mechanism are the research topics concerned by communication,marketing and other disciplines.Based on the IAM model,this study explores the impact of e-word-of-mouth of different types of goods(search and experience)on consumers' purchase intention.By using the random question bank function of questionnaire company,we measured the information quality,information reliability,information availability and information adoption of the two kinds of commodity electronic word-of-mouth,and the purchase intention of consumers respectively,A total of 265 valid questionnaires were collected online to empirically analyze the impact of electronic word-of-mouth of the two commodities on consumers' purchasing intention and their differences.After SPSS 24 was used for the whole data processing,the hypothesis was validated by exploratory factor analysis,descriptive statistics,correlation,regression analysis and paired sample T test,etc.The research was carried out by means of statistical analysis.The results showed that there was no significant difference between EWOM and EWOM in most of the post-1990 groups in the impact of EWOM on consumer purchase intention,However,there is a significant difference between the factors which influence the purchase intention of consumers.The results are as follows: The electronic word-of-mouth of search goods and the electronic word-of-mouth of experience goods affect the purchase intention of consumers.The quality of information and the credibility of information in the electronic word-of-mouth of search commodities have significant influence on consumers' purchase intention,but the usefulness of information and the adoption of information have no obvious effect.The information usefulness and adoption of e-word-of-mouth information have a significant positive effect on consumers 'purchase intention,but the quality of information and the credibility of information have no obvious effect.In the regression analysis,we find that the quality of information and the usefulness of information have significant effect on the adoption of information,while the reliability of information has no obvious effect.According to the findings,this study makes some suggestions on the electronicword-of-mouth advertising marketing and communication activities for search goods and experience goods.Search commodities should pay more attention to the improvement of information quality and information credibility,Through the objective and truthful description,consumers 'positive evaluation of the electronic word-of-mouth can be easily obtained.The professional,expressional and social ability of the communicator will affect the consumers' trust in the word-of-mouth.The experience kind commodity should pay attention to the information usefulness and the information adoption aspect,grasp the electronic word-of-mouth expression form,and the choice of the word-of-mouth propagator.