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An Empirical Study on the Influence of Consumer Purchase Decisions in Online Word-of-Mouth

Author: RenQingWei
Tutor: DaiChunLin
School: Zhejiang Normal University
Course: Applied Psychology
Keywords: Online word-of-mouth Consumer Purchasing decisions
CLC: F274;F713.36
Type: Master's thesis
Year: 2010
Downloads: 462
Quote: 4
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Abstract


The traditional reputation an important role in the consumer purchase decision-making process has been widely confirmed . However , the emergence and development of the Internet has changed the method of consumers search for product information , and also change the consumer 's day - to - day communication , consumers can be free from the constraints of time and space , through a variety of ways on the network , such as : e-mail, forum / BBS, discussion boards, chat rooms and other consumer products or services can also be posted on the network to get more information about the product , and the opinions and feelings and experience of the buying process , which formed the online word-of-mouth . In the network context , the word-of-mouth whether traditional reputation as effective ? Online word-of-mouth on consumer purchasing decisions and what impact ? Therefore, this study will affect the traditional word-of-mouth to convince the effect of certain variables , such as : transfer professional degree recipient professional degree of contact strength is introduced into the network context re - build the model , from the individual dimension ( professional level transmitters , receiver professional level , the recipient perceived risk ) , relational dimension ( strength of association , consumers - website relations ) , word-of-mouth information feature dimensions (relevance , comprehensiveness , timeliness ) and other dimensions to explore the impact of online reputation on consumer purchasing decisions . ( 1 ) passed by professional degree online word-of-mouth on consumers' purchasing decisions affect the existence of a significant positive relationship . (2 ) the impact the recipient professional degree online word-of-mouth on consumers' purchasing decisions significant negative correlation . (3) The recipient of the perceived risk of online word-of-mouth impact on consumers' purchasing decisions showed a significant positive relationship . ( 4 ) contact the intensity with online reputation impact of the purchase decisions of consumers between the existence of a significant positive correlation . (5 ) Consumer - Website relations and online reputation on consumers' purchasing decisions affect positive relationship , and a significant positive correlation ( 6 ) online word-of-mouth information and comprehensiveness of consumer purchasing decisions have a significant positive impact , but word-of-mouth information timeliness purchase decision is not significant.

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CLC: > Economic > Trade and Economic > Domestic Trade and Economic > The circulation of commodities and the market > Sale of goods > E-commerce,online trading
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