The Effects Of Online Word-of-mouth On Consumer's Purchase Intention Of Express Delivery Services

Nowadays,with the popularization of the Internet,when people want to buy something,they tend to choose online platforms.Online word-of-mouth plays a huge role in daily life.People use online word-of-mouth to obtain their own information and share their own information.However,how online word-of-mouth influences consumers and affects consumers' choice of express delivery services is a question to us.This issue and the internal influence mechanism remain to be fully studied.This article will study the impact mechanism of online word-of-mouth and consumers' willingness to choose express delivery service with referring to past research experience,and thus provide effective suggestions for the management of express delivery companies and the development of online word-of-mouth marketing.Based on the results of previous studies,this paper takes the TAM theory as the theoretical basis,proposes corresponding hypothesis research,and builds a basic model of the impact of online word-of-mouth on consumers' willingness to choose express delivery services.It is necessary to study what kind of online word-of-mouth factors have impact on consumers when they want to make the express service decisions.In the study,five independent variables were selected: the professionalism of online WOM publishers,the strength of relationship between online WOM publishers and receivers,the quality of online WOM,the number of online WOMs and the evaluation direction of online WOM.We used word-of-mouth recipient trust perception and usefulness perception as intermediary variables.The relationship between several variables,the corresponding theoretical model was developed.After the establishment of the theoretical model,an empirical study was conducted using the questionnaire analysis method.282 valid questionnaires were retrieved and SPSS 24.0 was used for reliability validity tests.After passing the tests,structural equation model analysis was performed using AMOS 22.0 to test the proposed hypotheses.,get the following conclusions:(1)The professionalism of online word-of-mouth sharers significantly influences the willingness of consumers to choose express delivery services,and has a significant positive impact on the perception of trust and the perception of usefulness of word-of-mouth recipients.(2)There is no significant influence relationship between the intensity of the relationship between word-of-mouth sharers and word-of-mouth recipients and the willingness of consumers to choose courier services.There is no significant relationship between the word-of-mouth recipients' perceptions of trust.(3)The number of Internet word of mouth has a positive influence on consumers' willingness to choose courier services and usefulness perception of word-of-mouth recipients;(4)The quality of online word-of-mouth also has a significant positive impact on consumers' willingness and to choose courier services and word-of-mouth recipients;(5)Positive Internet word of mouth has a positive impact on consumers' willingness to choose express delivery services;(6)The trust perception of Internet word-of-mouth recipients has a positive influence on consumers' willingness to choose courier services;(6)The perception of usefulness of Internet word-of-mouth recipients also has a significant positive impact on consumers' willingness to choose express delivery services.In this paper,the model is modified according to the output of the AMOS model,so that the model achieves an optimal degree of fit.This article also analyzes the influence of different influencing factors on consumers' willingness to choose express delivery.