A Study On The Influencing Of Electronic Word-of-mouth Of Online Store On Consumer Purchase Decision

With the development of Internet and the change of people’s lifestyle, onlineshopping has become a fashion gradually, and consumer’s behavior has becomemore rational than before, also more and more consumers search someinformation about product and service before online shopping, then decidewhether to purchase, Electronic Word-of-Mouth(short for EWOM) become moreand more important. After online shopping, consumer leave message about theirshopping experience, advice of product and service for others, both positive andnegative. Positive EWOM in favor of attract consumers’ attention, but negativeEWOM are bad for enterprises.The influence of EWOM and effect factors have been confirmed in formerstudies. Among these factors, most of scholars divided Involvement into HighInvolvement and Low Involvement to research the effect of mediation, but thescholars divided Involvement into Affection Involvement and CognitiveInvolvement are not many, and seldom research the influence of Proportion ofNegative EWOM on Influencing of EWOM. Based on these background, thisthesis on the basis of Bansal&Voyer(2000) WOM forces model andWei&Hou(2008) relationship model construct conceptual model, research theeffect of EWOM Actively Sough, Tie Strength, Sender’s Expertise, AffectionInvolvement, Cognitive Involvement, Perceived Risk, Receiver’s Expertise,Proportion of Negative EWOM on Influence of EWOM, and the impact of theprocess, also research the impact of inter-relationship between these factors.This thesis regards consumers who have online shopping experience as theresearch objects, the questionnaire in the form of web questionnaire,321validquestionnaires were collected. SPSS17.0statistical software was used to doreliability analysis and exploratory factor analysis, then LISREL8.70was used todo Confirmatory Factor Analysis and Structure Equation Modeling, to test thehypothesis of this thesis, and verify the goodness of fit of model.The results of thisthesis are as follows:(1)Demographic variables such as sex, age, occupation, education and income have no significant impact on the Influence of EWOM.(2)Influece of EWOM effected by multiple factors(Direct factors and Indirectfactors).(3)The mediation effect of EWOM Actively Sough and Perceived Risk onInfluence EWOM.(4)The indirect effect of Affection Involvement and Cognitive Involvementon Influence EWOM.(5)Different Proportion of EWOM have different effect.