The Impact Of Internet Word Of Mouth On The Willingness Of Women To Purchase Cosmetics

With the rapid development of the Electronic Commerce,shopping online has already became an indispensable part of people's daily life,women always keening on buying things to dress up themselves,and women pay the bill for their beauty have formed the special new economy form called "She-conomy".Cosmetics are necessities for modern women,buying cosmetics online has bring more choices as well as more risks for women.In order to lower the risks that online shopping may bring,female consumers tend to searching the E-WOM(Electronic Word-of-Mouth)of the related products before buying them,they make their own decisions by referring others' using experience.In this context,the paper try to research how E-WOM influence the purchase intention when women buying cosmetics.E-WOM has appearing some new characters during the development of Internet,based on the summary of the current development of E-WOM and literature reading,this paper puts forward three new characters of E-WOM,that is E-WOM medium carrier,E-WOM quantification and E-WOM continuity.Taking the Technology Acceptance Model as the framework,this paper establishes the model of the impact of E-WOM on female cosmetics' purchase intention.Based on the model,the paper raise the research hypotheses and design the questionnaire,the questionnaire take 184 women who have buy cosmetics on the experience of looking through E-WOM,the paper use SPSS 19 and AMOS22 to do empirical analysis.After the empirical analysis the paper found that:E-WOM medium carrier,E-WOM quantification and E-WOM continuity,perceived functional value have a significant positive impacct on purchase intention respectively;E-WOM medium carrier,E-WOM continuity have a significant positive impact on perceived functional value respectively,but E-WOM quantification has no significant positive impact on perceived functional value;perceived functional value played an intermediary role in the impact of E-WOM medium carrier,E-WOM continuity on purchase intention,while perceived functional value hadn't play an intermediary role in the impact of E-WOM quantification on purchase intention.On the basis of the research conclusion,this paper put the E-WOM new characters into E-WOM marketing practice.Meanwhile the paper stress that when enterprises planing E-WOM marketing,they should not only take advantage of woman 's nature and special consumption psychology,but also use the advantage of social platform to expand the scope of the impact of the enterprises' E-WOM.