theempiricalresearchabouttheeffectsofconsumption.docVIP

The Empirical Research about the Effects of Consumption Experience on Word-of-Mouth Intention  Bao-ku Li1 , Jin-zhi Jiang2 Institute of Marketing Management, Liaoning Technical University, Huludao, China Institute of Marketing Management, Liaoning Technical University, Huludao, China (E-mail: andyjjz1987@163.com and 349923687@)Abstract - Which factors influence Word-of-Mouth (WOM) Intention? How do they influence WOM Intention? These are a focus of the researches about WOM intention. This paper utilizes the demonstration methods of factor analysis, multivariate linear regression to analyze the satisfaction data by investigating some students whose have computer. Through empirical analysis, we get the dimensions of Consumption Experience. All four dimension of the Consumption Experience have positive on WOM Intention. Furthermore, the degree to which different consumption experience influences customer satisfaction varies. This study has some practical significance on the rich WOM marketing theory and to help enterprises better implement of WOM marketing strategy. Keywords - WOM; Consumption Experience; WOM Intention; WOM Marketing Introduction With the development of market economy. Consumer’s product knowledge is increasing and consumption gradually experienced. Consumer behavior is becoming more rational. WOM has become the most frequently used when people make purchasing decisions of information resources. To provide consumers with a good consumption experience, encourage and guide them to spread the reputation information that is conductive to business. Gain a sustainable competitive advantage. This paper will be on the basis of fully drawn on the related Research and combined with the status Research quo in WOM marketing and consumption experience. To build a reasonable consumption experience measurement scale. To clear consumption experience dimension structure and proposed research model and hypotheses. To explore the impact of the relationship