| Along with the electronic commerce development of online shopping express,fresh goods suddenly jumped hot,with the double push in national policies and market,many huge company have already started investing the transaction.According to inconplete statistics,the current domestic exist at least 3000 company sealing fresh goods in the internet.From the internet safety of fresh products,alternative,standard,word of mouth network will become one of the core competitiveness of fresh business.The development of online shopping for fresh behavior can not do without the network brand effect,with good word of mouth network of fresh products will easily won the recognition of consumers and reduce the cost of inspection of fresh business.Through the brand and packaging,so they can easy to compare and parity with others.A food safety accidents will bring the fatal blow for the fresh goods companies or fresh products suppliers to,and consumers will lose confidence in online shopping for fresh goods,fresh business is to ensure that fresh food safety and their own public website,they mostly tend to introduce brand fresh.Therefore,evaluation of the consumer online shopping network in the fresh product reputation on their purchase intention influence on fresh business in sustainable development in the process of establishing network marketing decision more effectively has very important practical significance.Based on summarizing and absorbing a large number of domestic and foreign scholars,the peper has already analysis and classified the research results about the Internet word of mouth,purchase intention,defined the related concepts,Internet word of mouth effect mechanism of mode of transmission,and the composition of the relevant variables,built Internet word of mouth model characteristics and influence on fresh buyers purchase intention from fresh products inherent.Based Internet word of mouth's composition variables(sender,recipient of information and information itself characteristics),combined with the characteristics of fresh products from five aspects,namely the purchase of convenience,word-of-mouth network visual cues,risk ability,fresh productqualitytrust propensity,electric business platform reputation designed the questionnaire,puts forward the corresponding hypothesis.With consumers to the fresh products perceiving risk and trusting as the intermediate variables of the analysis model,fresh online shopping intention as the dependent variable,At last,using factoranalysis,correlation analysis and regression analyses of the influence of internet word-of-mouth to determination of fresh consumer purchase intention.The results show that in addition to the risk ability,fresh product quality trust beyond the convenience of purchase,word-of-mouth network visual cues,electric business platform trust showed significant relationships between strong influence on consumers'online shopping fresh products,so this paper think the fresh business-companies if has a good grasp of consumer online shopping fresh products for Internet word of mouth communication rules,will be very conducive to the directional network marketing. |
