The Influence Of Word Of Mouth And The Attitude Of The Consumers In WeChat In The Purchase Decision

The purpose of this research is to perform an analysis of the relationship between the influence of the WOM and the attitude of the consumers,in the buying decision process within a platform like We Chat.A detailed theoretical review and a valuable methodological contribution are presented through quantitative research using an ordinal and nominal scale of discrete variation,and evaluated through a survey designed to obtain perceptions that allow us to know the relation that Exists between the influence of the WOM and the attitude of the consumers and the purchase decision.The results of the correlations between the variables allowed to evidence with a high level of significance that attitudes can determine a purchase decision.Motivations,barriers,trust,relationships and similarities are learned predispositions and draw particular attitudes that definitely affect a buying decision.Likewise,it was verified that WOM evidently plays an important role and is an influential factor in the purchase decision.In addition,the results allowed us to have a corresponding approach on the motivations and barriers of a consumer / person to talk or share information about a brand or product on We Chat.