Research Of The Effects Of EWOM On Game Consumers' Purchase Intention

In recent years,with the development of the Internet,online shopping platforms,logistics,online payment and other systems have been constantly improved.More and more consumers choose to consume online,and the concept of not going out to buy products or services has begun to penetrate the hearts of the people.However,while online shopping brings convenience to consumers,because of the virtual nature of the network,consumers' perceived quality information of products or services is not equal to the actual quality information.Therefore,this consumer characteristic has attracted the attention of academia and enterprises.A large number of facts and studies have proved from different angles that online word-of-mouth can affect consumers' purchasing intention,and then affect consumers' purchasing behavior.However,the research on online word-of-mouth subdividing into Chinese game consumers' purchasing intention is very few.Therefore,this study is based on domestic game consumers,and attempts to answer the following three questions:whether online word-of-mouth has the same impact on game consumers and other commodity consumers;what factors will affect the purchase intention of game consumers in the process of online word-of-mouth communication;how to make rational and effective use of online word-of-mouth in the field of game marketing.It is hoped that this study will provide some enlightenment for the field of game consumer behavior and provide reference for the development of China's game market.This paper uses empirical analysis to study the relationship between online word-of-mouth and the willingness of game consumers to purchase.Due to the cultural differences in the Internet word-of-mouth communication environment,the expression of Internet word-of-mouth,the strength of the relationship between recipients and senders,and the mode of communication are all different from traditional word-of-mouth communication.So what factors on Internet word of mouthwill affect the purchase behavior of game consumers? Based on the comparison between traditional word-of-mouth and Internet word-of-mouth and the characteristics of game consumers,this paper selects the quality of Internet word-of-mouth information,the strength of the relationship between recipients and senders,and the source reliability from the perspective of communication form,relationship strength and word-of-mouth issuer.Then,on the basis of the existing research,based on the theory of consumer decision-making and the theory of communication persuasion,this paper puts forward the influencing factors model of online word-of-mouth on the purchase intention of game consumers.The research hypothesis of this paper is proposed.Then,according to the previous research,the questionnaire is designed to measure the variables.After the pre-test is revised,the formal questionnaire is issued.Then,252 valid questionnaire data are analyzed and processed by Spss20.0 and Amos20.0 software.The conclusions are drawn: The quality of online word-of-mouth information will influence consumers' willingness to purchase through consumer perceived usefulness.The strength of the relationship between word-of-mouth participants can significantly affect consumers' willingness to buy.Source reliability affects perceived usefulness and perceived trust and thus affects consumers' willingness to purchase.Consumer perception can significantly affect consumers' willingness to purchase;Consumer perception's influence on source purchase reliability on consumers' willingness to purchase It plays a full mediating role;consumer perception plays a part in mediating the influence of relationship intensity on consumers' willingness to purchase;perceived usefulness plays a full intermediary role in the quality of word-of-mouth information and consumers' willingness to purchase.Finally,this paper summarizes the limitations of sample selection and the shortcomings of variable selection,and then makes prospects for future research directions.