Different Types Of EWOM Effects On Consumer Purchase Intention

With the rapid development of Internet technology and network consumption patterns are more accepted by people, more and more consumers through the Internet platform for the basic properties of the product/service itself as well as the purchase and use of information communication through experience, EWOM arises. Word of mouth information under the network environment huge amount of rapid growth, will affect consumer perception and evaluation in large part, and the EWOM’s influence becomes more and more important reference value in consumers purchase intention, the WOM effect which has important influence on consumer behavior are turning gradually from entity transmission mode to network transmission mode.Current research more focuses on the definition, type, the characteristics, and the spread of EWOM, but in the research of EWOM’s influence on consumer purchase intention is less,and there is no for different professional consumers’ EWOM how to affect the purchase intention. This paper classify the EWOM of different types, respectively according to the different professional degree of consumer analysis, further analysis of online consumers’ confidence in different EWOM, and ultimately research how the online trust degree influence consumers’purchase intention.This research explores the mechanism of the effect of the EWOM on consumer purchase intention, combined with the EWOM type, consumer expertise, online trust, purchase intention four variables, construct a relatively complete research model, starting from different types of EWOM and consumer professional degree, at the same time, considering the level of consumer professional’s regulating effect to online trust on the different types of EWOM, research whether EWOM of different types will lead to consumer online trust degree different, then the consumer’s purchase intention difference.This is a development on the basis of previous research in this field, and provides a new thinking and perspective for the relevant research.Through analysis the empirical research,combined with the actual situation of both other research and development of the enterprises and market, can make valuable reference for enterprises with EWOM marketing strategy recommendations. Enterprises in making marketing strategies especially the network marketing strategy,can exhibition different types of EWOM for different network platforms and different target customer groups, develop appropriate strategies by analysising different types of EWOM and appropriate customer groups, improve the target group of customers purchase intention, so as to enhance the purchase rate.