The Impact Of Online Word-mouth And Perceived Value On The Brand Loyalty

The emergence of the internet provides tremendous conveniences for consumers get information product. The Internet not only help consumers search the manufacturers released product information fast, but also provides a new interactive platform to obtain and exchange of product information. Many consumers will be find product information suitable for individuals need to on-line before buy it, and this information will affect consumer perceived value, and deter whether they buy the product. Research found that consumers in deal with all kinds of product information, word-of-mouth information about relevant product is that consumers take into account priority, having very effect on consumer perceived value.According to the literature, the researchers tend to use simplistic internet word of mouth, perceived value concept, they have not them as a multidimensionality structural variables. So it is quite necessary to discuss.The core research problem of this paper is internet word of mouth, perceived quality influence on brand loyalty. Through the related research review of scholars both at home and abroad, contribute the theoretical model of internet word of mouth, perceived quality and brand loyalty about telephone product, based on the research of the brand trust theory, combined with some characteristics of the telephone product, lead-in internet word of mouth and as the factors that influence consumer brand loyalty. Consult the relevant documents, achieved measurement scale of internet word of mouth, perceived quality and brand loyalty, and then advance test based on the questionnaire in the CITC and reliability and validity analysis, this article puts forward the revised formal questionnaire, collecting the data through the formal questionnaire, take data with reliability and validity analysis, research the relationship in internet word of mouth, perceived quality and brand loyalty using the network LSREL8.7.This article received400valid questionnaires through various form and main conclusions as follows:(1)The quantity and scores of internet word of mouth have positive impact on perceived quality, having different influence degree to the three dimensions of the perceived quality. Among them, the scores of internet word of mouth influence degree to the three dimensions of the perceived quality of the social function, emotional value and functional value weakened in turn. The quantity of internet word of mouth influence degree to the three dimensions of the perceived quality of the emotional value social function and functional value increase in turn. Generally speaking, the scores of internet word of mouth influence on perceived quality strong than the quantity of internet word of mouth. (2)The quantity and scores of internet word of mouth have positive impact on brand loyalty, having different influence degree to the two dimensions of the brand loyalty. Among them, the scores of internet word of mouth influence degree to the behavior loyalty greater than the attitude loyalty, and the quantity of internet word of mouth influence degree to the behavior loyalty greater than the attitude loyalty.(3)The customer perceived quality have affect on brand loyalty. Customer perceived emotional value, functional value and society value all have positive impact on brand loyalty. The three dimensions of the perceived quality have great affect on behavior loyalty than attitude loyalty.Concluded on the theory analysis combination, it is not difficult to get the following conclusion. The key to maintain customer brand loyalty is pay attention to internet word of mouth, strengthens consumers perceived value in the fierce competition through encourage positive internet word of mouth and effective control of the negative internet word of mouth.