Research On The Influence Of Consumer Involvement On The Willingness To Spread Electronic-Word-of-Mouth

The development of the Internet has led to the rise of electronic word-of-mouth communication.Consumers can not only exchange related products,services,and experiences through electronic word-of-mouth in various virtual community platforms,but also search for information they want from electronic word-of-mouth.Electronic word-of-mouth has become a trusted source of information for consumers and a powerful tool for companies to conduct new marketing,which has brought traffic and advertising effects to businesses.However,during the long-term operation and development of the virtual community,it is found that although consumers have browsed and purchased in the community,their willingness to publish related shopping experiences or provide products and shopping-related information is very weak.We need to understand that consumers participate in electronic word of mouth.Willingness to communicate and targeted incentives to promote virtual community operations and business development.The current research on the willingness to spread electronic word-of-mouth is mainly based on the sender's end.It is based on the rational behavior theory,focusing on the perspective of consumers' motivations.However,the conclusions reached by scholars are inconsistent,and studies have pointed out that consumer behavior is not always rational Therefore,current research does not seem to explain consumer behavior well.Based on the background of the era of network information,this article first reads and combs the current domestic and foreign literature on consumer behavior,electronic word of mouth,involvement,and consumer motivation,and analyzes and studies the influence mechanism of electronic word of mouth and its willingness to spread.Based on the theory of involvement and motivation-oriented theory,a research model of consumer willingness to electronic word-of-mouth communication under the influence of motivation-oriented regulation is constructed from the perspective of involvement.What's more,product involvement will be measured from two aspects of cognitive involvement and emotional involvement.Virtual community involvement is extended to community relations and community dependence Consumers' basic motivational orientation includes utilitarian motivation and hedonistic motivation.Under the new situation,the willingness to spread electronic word-of-mouth communication has developed into an instant willingness to spread electronic word-of-mouth communication and a continuous willingness to spread electronic word-of-mouth communication.This article proposes 24 research hypotheses(including 8 confirmatory hypotheses and 16 exploratory hypotheses),and then takes consumers who participate in virtual community exchanges as research objects and conducts questionnaires on consumers who have experienced e-word-of-mouth publishing on community platforms.Data collection,using SPSS26.0 and AMOS22.0 tools,using CITC analysis,exploratory factor analysis,regression analysis,structural equation model analysis and other methods to process the collected data,measuring the reliability and validity of the data,The hypotheses and models were empirically analyzed and verified,confirming 6 confirmatory hypotheses and 7 exploratory hypotheses.At the end of this research,the conclusions are summarized and analyzed,and suggestions suitable for theory and marketing are put forward.The limitations of this research and future research development directions are also prospectedThe specific conclusions of this study are as follows:(1)In terms of the relationship between consumer involvement and willingness to spread electronic word-of-mouth communication,cognitive involvement has no direct impact on the willingness to transmit instant and continuous electronic word-of-mouth communication Emotional involvement,community relations,and community dependence have an impact on instant electronic and continuous electronic.There is a significant positive effect on the willingness to spread word of mouth.Among them,the impact of community relations on the willingness to continue electronic word-of-mouth communication is stronger than the impact on the willingness of instant electronic word-of-mouth communication,and the impact of community dependence and emotional involvement on the willingness to continue electronic word-of-mouth communication is significantly stronger than the willingness to continue electronic word-of-mouth communication(2)The utilitarian motive does not play a regulating role between the virtual community and the consumer's willingness to spread electronic word-of-mouth,and it plays a negative regulating role between product involvement and the consumer's willingness to spread electronic word-of-mouth.With the increase of motivation,the influence of consumers' emotional involvement and cognitive involvement on the willingness to spread electronic word-of-mouth communication will weaken,and the influence on the willingness to continue electronic word-of-mouth communication will also weaken(3)The hedonistic motive does not play a regulating role between product involvement and consumer willingness to spread electronic word-of-mouth communication.It depends on community relations and the willingness to spread electronic word-of-mouth communication,community relations and continuous willingness to spread electronic word-of-mouth communication,and community dependence.Both play a negative role in regulating the willingness to spread electronic word-of-mouth communication,but do not play a role in regulating the community's dependence on the willingness to continue electronic word-of-mouth communication.