Research On The Impact Of Social Network Friends Recommend On Customer Purchase Intention

Face the emergence and development of online word-of-mouth spread,more and more enterprises begin to carry out with the help of the Internet word-of-mouth marketing strategy,recommended award scheme is one of them,namely enterprise through to the existing consumer implementation of incentive plan,promote the word-of-mouth,attract and develop potential customers.Weibo,and social networking media WeChat as consumers important network communication channels,the social network between friend referrals become a focus of enterprise recommended award scheme.Different from traditional word of mouth,social networking between friends because of the particularity of its medium,has the characteristics of more complex.Existing literature based on perceived value and perceived risk,more research on social networking referrals for consumers purchase intention and the impact of customer satisfaction.Based on the theory of social capital,the social network context,through the social network friends,attribution of consumers and social capital variables such as consumer purchase intention of relevant concepts and dimension for reference,in the form of questionnaires for data collection,and through SPSS21.0 statistical software for data recovery in statistical analysis,to verify this hypothesis.Research has shown that social network context,social network friends recommend impact on consumer purchase intention,and the attribution of social network friends recommend consumers play an intermediary role between with consumer purchase intention.Based on these results,based on the social network friends structural capital,relational capital,and cognitive capital,etc,put forward countermeasures and Suggestions.