The Effect Of EWOM Types On Consumer Purchasing Decision

With the development of internet,network have already been becoming the opinion publishing platform of consumer,electronic Word-of-Mouth(eWOM)becomes increasingly important for making decision.On one hand,an increasing number of consumers provide thier evaluation and firsthand experience of product on internet platform.On the other hand,more and more consumer depend on eWOM before purchasing decision making.Number of researchs had indicated eWOM become one of the key factors that can affect consumer behavior.However,fewer of researchs had focused on the mechanisms between the eWOM and consumer psychological variables in term of the consumer purchasing decision,there are still lack of solid theory evidences for eWOM marketing.This study base on the theory of consumer behavior model and Elaboration likelihood model(ELM),we approached the changes of consumer psychological variables under the stimulate of eWOM,investigated the role of product involvement and eWOM valence in term of the mechanism,and finally revealed the decision-making mechanism of consumer behavior base on eWOM.Firstly,the basic concepts and theories of traditional as well as eWOM is combed,and latest research about eWOM both at home and abroad are summarized.?Meanwhile,in order to refined the influences of eWON on purchusing behavior,thus,the major theory on consumer behavior research are summarized as well.?Furthermore,we analysed the connections between eWOM and consumer behavior base on studies of former researchers and major argument had been concluded,and proposed the necessity of futher study in relatived field.Secondly,base on the simple model of consumer behavior propose by Kotler,we believe the mechanism of the effect in eWOM on purchasing decision making is the process of revealed "consumer blackbox".We believe eWOM effectively are a kind of decision process tools ,the factors that directly influenced purchasing decision are the psychological variables after the connection with eWOM.Consumer psychological variables are the major variables of the "consumer blackbox";furthermore, an elaboration likelihood model(ELM)was used to analysed the information processing mechanism of consumers,and build hypotheses about how the consumer psychological variables is affected by product involvement in term of consumer purchasing decision.Finally,We employed a 2×2×2 factorial design, two hundred twenty one college students in Shanghai participated in this experiment voluntarily.To ensure the effectiveness of the research results,a statistical quality analysis of the research sample and data is conducted before the research Hypothesis testing.Finally,theoretical improvement and practical contributions of this research is discussed on the basis of previous study results,and limitations of the research is suggested and future research direction is expected.