The Research Of The Word-of-mouth Impact On Consumers’ Behavior Of College Students Training Services Market

Word-of-mouth and consumer behavior in close contact has been confirmed by theresearch of scholars. Because services with features such as intangibility, consumersincline to search word-of-mouth information from the experienced information sourcesbefore their purchasing decisions. Many academic studies have confirmed thatword-of-mouth in the service sector is more influential than in the product market. Trainingis an intangible service with very high degree of autonomy and personalization, trainingservice consumption of college students is one of the fastest-growing consumption inrecent years. Thus, research the word-of-mouth impact on consumers’ behavior of collegestudents training services market has great significance.This study is divided into four major sections: The first part organizes andsummarizes the literature of word-of-mouth and consumers’ behavior; On this basis,proposing the conceptual model and research hypotheses; The second part defines andmeasures variables to make survey questionnaire, then sent out the questionnaires tocollect data; Part III use statistical software SPSS19.0to analyze data and validate theassumptions; Part IV proposes management recommendations for research results. Thispaper’s main conclusions are as follows:(1)Receiver expertise, word-of-mouth preferences of receiver, receiver’s trustpropensity, disseminator expertise have a significant correlation with word-of-mouth’sinfluence on consumers’ purchasing decisions. Perceived risk and word-of-mouth tone hasno significant influence on purchase decisions influence.(2)Word-of-mouth preferences of receiver, disseminator expertise will affect theconsumers’ behavior of word-of-mouth further spread. This study also shows: the moreword-of-mouth’s influence on purchase decisions, consumers are more likely to spreadword of mouth. (3)Word-of-mouth preferences of receiver, receiver’s trust propensity have significantpositive effects on the receiver search initiative. Also, search initiative is an importantintermediary variable in the process that word-of-mouth affects consumer’s purchasingdecisions.According to the above conclusions， this paper presents the correspondingmanagement suggestions and the limitations of this study，as well as directions for futureresearch are discussed.