The Impact Of Electronic Word-of-mouth Quality On Customer Purchase Intention

With the advent of the information age, people can do word-of-mouth communicationand information release through the network, the Internet has gradually become the mainplatform that we exchange Internet word of mouth and views. A new mode was created innetwork environment for traditional word-of-mouth communication. Internet word of mouthhas become an effective way for consumers to obtain information about products and services.Through the network of word-of-mouth network media, Consumers can learn from a large,dispersed and strange consumers the product and service information or experience. Inaddition, the convenience the network reproduced and copied, the Internet word of mouth canpass the communication and dissemination process, the effect of increasing.For the consumer,word-of-mouth network not only increased the people’s information sources, and the free, lessregulation, more communication way, also let consumers have a better reflect the channelsare not satisfied with the products and services. For businesses, in a buyer’s marketenvironment, how to use effective means of communication product and service informationaccurately communicated to consumers is the key to the success of the marketing.This paper use empirical analysis method to study the word-of-mouth network qualityand consumer purchase intention. So far, research of traditional word of mouth of domesticand foreign scholars have achieved fruitful results. However, due to the special nature of theinternet word-of-mouth communication environment, word-of-mouth network form andmode of transmission is different from the traditional word-of-mouth communication.Therefore, many of the traditional word-of-mouth conclusion has not been able to apply tothe Internet word of mouth, which requires the study of word of mouth spread in the networkenvironment of the state. Some researchers in the past when influence consumer behaviorintentions of Internet word of mouth, often to the Internet word of mouth is divided into high,simple, low in positive, negative, or neutral several dimensions, dimensions of quality and noin-depth analysis of word-of-mouth network as a kind of network information. The networkis an open information platform, all kinds of information the good and bad are intermingled,so the quality and authenticity of the information is particularly important. This paper research on IWOM affects the quality of customer perceived value, trust and purchaseintention, the Internet word of mouth information structure is divided into two dimensions ofargument quality and reliability of source, so as to analyze the influence of internetword-of-mouth on consumer purchase intention in a new perspective.This paper has discussed systematically the related literature about word-of-mouthnetwork quality, perceived value, customer trust and customer purchase intention. We hasconstructed a theoretical model of Internet word of mouth information influence consumerpurchase intention. We draw the following three conclusions:(1) Word-of-mouth networkquality has a significant impact on the perceived quality and purchase intention;(2)Word-of-mouth network quality has a significant impact on customer trust and purchaseintention;(3) Customer trust and perceived value plays a mediating role between purchaseintention and word-of-mouth network quality of consumers.