Research On The Impact Of Internet Word Of Mouth On The Online Consumption Of Organic Vegetables

In recent years,vegetable safety incidents have continued to appear in newspapers.As a result,consumers' demand for vegetables is no longer satisfied with quantity and cheapness.Instead,they are pursuing higher-level consumer goals such as nutrition,health,safety and reliability.In the production and processing of organic vegetables,no chemical synthetic substances such as fertilizers and pesticides are used,which satisfies the consumer's pursuit of healthy vegetables.With the rapid development of information technology,in addition to traditional industries such as clothing,daily chemical,books,and 3C digital,the fresh produce industry has begun to use the Internet platform to expand its marketing channels and conduct online business.Research shows that online consumer behavior has a close relationship with online word-of-mouth:When consumers shop online,they not only browse the relevant information of the product itself,but also pay attention to the comments and opinions of other users.In the increasingly fierce competition in the e-commerce industry,organic vegetable companies should make full use of online word-of-mouth to guide consumer trends,cultivate consumer loyalty,and then expand market share and increase corporate profits.Therefore,studying the impact of online word-of-mouth on online consumption of organic vegetables is very important for organic vegetable companies to improve their competitiveness.The paper reviewed 186 relevant literature materials with the keywords "Internet Word of Mouth," "Organic Vegetables," "Consumer Attitudes," and "Online Consumer Behavior," to fully understand the current research results and major research methods at home and abroad.The study of this paper provides a theoretical basis.Based on the theory of "stimulus-body-response",the paper builds a hypothetical model of the impact of online word-of-mouth on the online consumption of organic vegetables,and according to the principles of information communication,extracts the professionalism and relationship strength of the sender in terms of online word-of-mouth.The number of online word of mouth,the price of reviews,the degree of professionalism of the recipients,and the products involved in six dimensions.According to the theory of consumer behavior,two dimensions of satisfaction and trust were chosen in terms of consumer attitudes;A questionnaire on the impact of online word of mouth on online consumption behavior of organic vegetables was conducted.A questionnaire survey was conducted on consumers who purchased organic vegetables online.Finally,effective statistical data collected by SPSS statistical software was used for processing.The impact of online word-of-mouth on consumer attitudes and the influence of consumer attitudes on online consumer behavior.The results of the study indicate that:(1)Relationship strength,word-of-mouth,review valence,recipient professionalism,and product involvement are positively related to online consumer behavior satisfaction;(2)Sender's professionalism,effectiveness of reviews There is a positive correlation between price and product involvement and trust in online consumer behavior;(3)Consumer attitudes significantly affect the online consumption behavior of organic vegetables.In view of the research conclusions,this paper proposes a strategy for online word-of-mouth marketing combined with the actual situation of the organic vegetable industry:emphasis on the spread of Internet word-of-mouth,strengthen the management of online word of mouth senders,improve the quality of Internet word-of-mouth,and increase the product involvement of IWM recipients..