A Comparative Research On Influence Of EWOM From Different Platforms On Purchase Intention

With the popularity and development of Internet technology,various e-commerce platforms developed rapidly.With the advent of the Web 2.0 era,information among network users is more open and shared.Traditional e-commerce websites incorporate social elements,while traditional social medias also want to make a difference in the retail market.Social commerce is the product of the fusion of two,which relies on the spread of word-of-mouth information between the social chain to reduce the perceived risk,affecting their willingness and behavior.However,the communication channels of electronic word of mouth are diversified.The characteristics are different of electronic word of mouth from different platforms.Therefore,the research on electronic word-of-mouth has an important practical significance from different platforms.It not only improves the integration and development of e-commerce and social media platforms,but also change the operator’s word-of-mouth marketing methods.The main content and results of this article are as follows.First of all,the literatures of domestic and foreign related to electronic word of mouth and consumer purchase intention are sorted out.Based on existing models,research variables such as source attractiveness and perceived usefulness have been expanded,research models for the influence process of electronic word-of-mouth on consumer purchase intention on different platforms are constructed,making research results more capable of explaining reality.Then,acording to empirical analysis,the article mainly verifies and campares the influence of word of mouth on consumers’ purchase intention from e-commerce websites and social media platforms.First,consumers perceive of information valence,amount of information,perceived usefulness in e-commerce websites is more than social media platforms,while consumers perceive of information quality,tie strength,source credibility,source attractiveness,and perceived reliablity in e-commerce websites is less than social media platforms.Second,the relationship among the wordof-mouth stimulus variables,perceived usefulness and credibility,purchase intention was verified and compared.The correlation differs between e-commerce and social media platforms between information valence and perceived usefulness,information quantity and perceived credibility,tie strength and perceived credibility,source credibility and perceived credibility,source attractiveness and perceived credibility,perceived usefulness and purchase intention,perceived credibility and purchase intention.Third,the article verifies that under the joint influence of word-of-mouth platforms and product risk.For low-risk products,the perceived usefulness of consumers is more affected by word-of-mouth platforms than the perceived credibility.For high-risk products,the perceived usefulness is less affected by word-of-mouth platforms the perceived credibilityFinally,based on the research results,management advice is provided to word-ofmouth platform operators,platform businesses and product manufacturers.First,we must attach importance to the "health care" factors of information quality in word-ofmouth stimulus.Second,platform operators must be good at drawing on their strengths,incorporating social elements or changing existing word-of-mouth presentations.Third,enterprise managers should be aware of product risks,improve consumer perception in a targeted manner,and maximize the benefits of marketing effects.