Study On The Influence Of Internet Word-of-mouth On Consumer Buying Behavior

With the development of the times,communication between people is more convenient,and the channels and means for people to obtain information have also been widened.Therefore,consumers can get more information when choosing products,and this information also directly or indirectly affects consumers' final purchase behavior.Word of mouth is a consumer's subjective psychological evaluation of a certain product,it reflects the consumer's perception of the brand to a certain extent,and through information dissemination,it will affect the purchase behavior choices of other related consumers and even more people.With the development of modern information technology,various social media have penetrated people's lives,and word-of-mouth communication has gradually transformed from word-of-mouth to online communication.Because Internet word-of-mouth has many advantages such as a large number,a wide coverage,and easy access,network word-of-mouth has played an important role in the consumer purchase decision process,which has an important impact on consumers' final purchase behavior.Regarding the influence of Internet word-of-mouth on consumer purchasing behavior,scholars in academia have conducted relevant research and discussion.However,the current academic research mainly focuses on Internet word of mouth itself,and there is less research on the consumer level.Therefore,in addition to the research on the relevant elements of Internet word-of-mouth,this study also includes a level of research on consumer psychology.This research is based on the online education industry,starting from online word of mouth,and by reading a large amount of literature,it studies the path relationship between online word of mouth and consumer purchasing behavior.Based on previous research,a theoretical model of "Internet word of mouth—perceived value—purchasing behavior" was constructed,and the "trust tendency" of consumers was introduced as a moderator to conduct research..Secondly,based on the analysis of related literature,this study established four dimensions of word-of-mouth,namely the source of word-of-mouth,the number of word-of-mouth,the quality of word-of-mouth,and the value of word-of-mouth.Perceived value,trust tendency,and purchase behavior are explored using a single variable.Then through questionnaire survey,data recovery,and tests of the initial model using data analysis software,it was concluded that(1)word of mouth source,word of mouth quality,and word of mouth value have a positive impact on consumer purchasing behavior,but the number of word of mouth The purchase behavior has no significant impact.(2)Perceived value plays a part of the mediating role.(3)The tendency of trust plays a moderating role in the positive impact of word of mouth source and word of mouth quality on perceived value.From this conclusion,the initial model is revised,and finally,recommendations are made to marketers based on the research results.The main contributions of this article are as follows: First,based on the online education industry to conduct research on Internet word-of-mouth,taking into account industry-specific factors,making the research more targeted.Second,through the research on the influence of online word-of-mouth on the purchase behavior of online education products,guide enterprises to create good online word-of-mouth in marketing practice,and then create a corporate image.