Empirical Study On The Relationship Between Internet Word Of Mouth And Purchase Intentions Based On TAM

Nowadays, the word of mouth(WOM) on the Internet has been playing a great rolein marketing with more and more relative surey. However, What is still not clear andcertain is how the word of mouth on the Internet affects the purchase intention of buyersby making a difference of their attitude. The paper will explore the mechanism betweenthe two variables hoping to give constructive suggestions on the operation of thecompany online.The paper puts the current theory of the transimission of WOM in order, and thencomes up with three variables which are of great importance in the traditional study ofWOM, relationship, perceived risk and expert. While studying carefully aboutcharactors of online WOM and TAM, the paper makes perceived use and percevied easeof use of web the rest two variables. Trust is chosen as the intermediary variable dividedinto affective and cognitive ones. All these set up the modle. This study collect datas byquestionaire using SPSS and AMOS to analyse data to inspect rationality of the modeland degree of mesomeric effect.Because the spread of online WOM depends on the websites which is quitedifferent from traditional ones, the paper introduces PU and PUOE based on TAM.These are not only useful for the study, but also expand the application area of TAM.While omparing the roles affective trust and cognitive trust play in the purchaseintention as well, the paper puts forward more professional suggention on virtualcommunity. According to the result of empirical study, the paper gives advice inperspectives of different variables including enhancing customer relationship, trustmanagement. The paper summarizes and refines the results which provide the effectivereference for enterprises in the process of practice.At last, the paper comes up with theprospects to look ahead and analyse the limit of the paper.