Research on Impact of Word-of-Mouth Information Characteristics on Consumers'Online Purchase Intention
With the popularity of the Internet,word-of-mouth(WOM)marketing plays an important role in the prosperity of online shopping.Therefore,it is of great significance to explore how the characteristics of WOM information affect consumers'online purchase intention.This paper tested the influence of WOM quality,WOM quantity and WOM valence on online purchase intention through questionnaire.The results show that the characteristics of WOM information positively affect online purchase intention,and informa-tional social conformity and normative social conformity partially mediate the effect,and the effect of normative social conformity is stronger than informational social conformity.In addition,WOM quality af-fects online purchase intention more through informational social conformity,while WOM quantity and WOM valence affect online purchase intention more through normative social conformity.
word-of-mouthinformational social conformitynormative social conformityonline purchase intention
万方数据
维普
