网络口碑对高校学生购买意愿的影响分析-analysis of the influence of online word of mouth on college students purchase intention.docxVIP

上结论对于网络口碑的研究视角具有一定的启示作用，并且对于企业如何利用网络口碑进行营销活动也具有一定的现实指导意义。关键词：网络口碑信息采用模型购买意愿口碑信任度口碑有用性AbstractThe big influence of word of mouth in consumer’s decision making process have been fully proved by the past researches, the customer has various ways to get the content of word of mouth, such as newspaper, magazine, TV programs, broadcast and so on. As information technology develops much faster and Internet spreads in greater degree, electronic word of mouth appears as a new form of word of mouth. Its influence on consumers is more and more obvious, and more and more consumers take it as an important inference when making decisions in shopping. Later on, the influencing mechanism of word of mouth on consumer’s purchasing intension has also gradually been the hotspot by the researchers and marketing personnel.Based on the formal relevant literatures, this paper chooses three important dimensions of word of mouth, and mainly discusses these dimensions’ influencing mechanism on purchase intension. As what statistics shows, colleges students depends on Internet much more than other group, besides, the proportion of those who take references of EWOM when shopping is relatively higher, therefore EWOM’s influence on this group is more obvious. Takes colleges students as objectors, this paper mainly investigates the influencing mechanism of the college student’s purchase intension when selecting the three kinds of electronic products, and based on the elaboration likelihood mode theory, the paper discuss deeply on regulating response on which need of recognition on the influencing process. Through taking references from information adoption mode theory, the paper uses questionnaire as tool to collect relevant data, then clear and analyze it, in the end, make a series of conclusions and test the hypothesis. Main conclusions are as follows: The quality of WOM, credibility of resource and quantity of WOM have positive influence on the credibility of WOM, the higher the quality of WOM,