Theimpact Of Internet Word Of Mouth To The College Students' Purchasing Wish

In the21st century, the Internet technology has greatly promoted social progress,economic development and human life, and its rapid development has made a profoundimpact on people's purchasing decisions. The Internet, protecting communicator'spersonal privacy, spreads information quickly and widely and costs low；therefore, thespread and reception of traditional business have gradually shifted from real life to theInternet. In addition, consumers, enterprises and relevant government departments alsopay a lot of attention to the impact of IWOM (Internet Word of Mouth). As the majorgroup of the Internet users, college students are not only the major group to distributeand spread the Internet, but also they are the groups who have the tremendous potentialof purchasing. The purpose of this study is going to explore how IWOM affects collegestudents' purchasing behavior.On the basis of relevant researches abroad, a model is built in this paper as "IWOM→Quality perception of students→students' purchasing behavior". The model helps tofind the role of IWOM that plays on college students purchasing behavior. In addition,this paper takes into consideration the possible impacts on the college students'perceived value by spreading IWOM.The model is divided into following five parts:(1) IWOM is the independentvariable to analyze the connection between IWOM and college perceived value from theperspective of college students' purchasing experience. It has seven dimensions:network dependence, the strength of IWOM, the credibility of IWOM, the expertise ofIWOM, the visual effects of IWOM, the tone of spreading IWOM, and the number ofthe spreading IWOM.(2) College students' perceived value is the intermediary variable,which refers the students' attitude towards the products and services from the Internet. Itincludes five dimensions: security value, brand value, functional value, popular valueand sentimental value.(3) The way of spreading is the controllable variable used tomeasure how the carrier of IWOM impact the college students' perceived value. Itadopts three dimensions: micro-blog transmission, video transmission, and implantationtransmission (implantation transmission refers to when products or services are recommended to consumers by networks, a lot of IWOM will be implanted so thatconsumers can be comprehensively understood).(4) College students' purchasingbehavior is a dimension used to measure whether the front of the model will lead to aconsumption,which is a comprehensive reflection of college students' attitude towardsIWOM.The subjects of this study are college students.316valid questionnaires are received.Through SPSS17.0, three conclusions are made acoording to the data analysis, theevidence of the research model and hypothesis as well:(1) IWOM receivers' Network dependence dose not have obvious effects on collegestudents' perceived value.(2) College students' perceived value plays an intermediary role in studying IWOMand students' purchasing behavior.(3) The emerging way of spreading IWOM has obvious effects on the perceived valueof college students.Based on the research, some suggestions are given for business marketing:Companies should make efforts to make student consumers purchase their products orservices through IWOM. On the one hand, key factors--the relationship between thetransmitters and receivers, the visual effects of IWOM, the professional reputation andcredibility of IWOM--should be held; on the other hand, popular micro-blog and videoforms should be taken good advantage, as well as implant other consumer's goodevaluation into the IWOM of products, which will help to arouse the interest ofpotential consumers on their products and increase the credibility of their products'information.