Analyse The Effect Of Net Based Test Marketing On Customer's Word Of Mouth Intention

With the arrival of the experience economy, the strengthening of the customer's master consciousness and the change of market demand and supply in the way, people are no longer content with the function of the product or service, but pay more attention on their benefit brought by the experience from products or service, so as to make the emphasize of marketing business also shifted. Experience marketing is increasingly becoming the important ways of enterprise to attract the customers. At the same time, the trial marketing as a before purchasing way of experience marketing, can be more pertinently subdivided in a cover type, precisely lock the customer base, and recovery feedback and Suggestions at low cost, as a result, tried and favored by more and more enterprises.In recent years, the Internet has grown to a timely and efficient media. Along with the gradual increase of network users, the new network path of marketing methods also arises. Test marketing utilize the convenient network unceasingly provide rich, effective information and products for the enterprise. More enterprises put free trial product on its web sites to attract consumers, establish the customer database, effectively get feedbacks and suggestions of their product, and can use the network forms of word of mouth to promote the enterprise's brand and culture. After entering the information age, the United States and other developed countries have active some concepts, such as test guest, the test web site, this is the inevitable result of developed economy. Therefore, at the present time how to increase the consumer perception value through the network experience, and lastly form the active word of mouth intention has become the focus study of the test marketing theory. This article will combine the test marketing under the network path and consumer's active word of mouth intention as the main content of the research.This paper takes the trier as the research object, because they are the object of network test marketing, and they are the key groups to feedback and communicate the test information of products, they play a representative role discussing the influence of the test marketing by network path to word of mouth. In the lock of the scope of investigation about the net triers, on the one hand.this paper focuses on delivering questions in typical trial sites, on the other hand,through the preliminary investigation, this paper argues that there are more identities as net triers in this group of college students than the others. therefore, the university student group has been the selected to distribute questionnaire to identify the net triers.Based on the current situation and characteristics of the net based test marketing, this paper progresses the analysis of the sample data, and then effectively define the factors and summarize models and methods of the net based testing market. This paper contains three parts:firstly, according to related literature analysis and preliminary exploration of the net based test marketing and divide it into trial sites factors, trial products factors, and virtual experience factors, three dimensions in all 11 main properties. Then through an empirical study, this paper probes the effect and mechanism of the net based test marketing influencing on the consumer's word of mouth intentions. The concrete operation process for:The first step:through the related literature research and the depth interview of users, this paper introduces the customers'perceived value as intermediary variable, and the consumer objective attributes as the control variables, then on the basis of the concept model, it puts forward the research hypotheses and designed questionnaire; The second step is by the means of the network and paper questionnaire to collect data, applying SPSS for descriptive statistics, factor analysis, correlation analysis and regression analysis, lastly it discusses the relationships of specific factors of the net based test marketing and word of mouth intention of consumers.Conclusions:Firstly, through the analysis of SPSS, this paper get conclusions that the three dimensions of the net based test marketing:trial website factors, trial products factors, virtual experience factors has the obvious relationships with the consumers word of mouth intention, and the customer perceptive value takes on obvious intermediary utility in the model, the customer's perceived value takes on an obviously intermediary function between the influence about the net based test marketing to consumer's word of mouth intention.Secondly, according to the empirical results, concludes the strategy choice about net based test marketing. There are three aspects of the maintenance suggestions:the maintenance of performance index on test website; the maintenance of performance index on test product; the maintenance of performance index on test virtual experiences.