Research Of The EWOM Influence On The Purchase Intention Of Online Education

Development and popularization of Internet has brought convenience to people’s lives.People began to learn lessons on the Internet.Before choosing online education,people will search the information about online courses through various channels to help them make purchase decisions.And after consumption,they will publish their consumption experience and feelings in different channels.Online WOM plays an important role in people’s life.Due to the popularity of online education and the characteristics of invisible entities,OWOM is more important.The article explores the online reputation of online education on the Internet and its influence on consumers’ purchase intentions,with the purpose of discussing the factors that influence online reputation on online education,Provide word-of-mouth marketing solutions to online education companies.This article combines literature analysis and data analysis methods to draw research conclusions.The results show that the quality and quantity of information.The positive OWOM can promote the purchase of online educational products.The more professional the receiver is,the more willing it is to buy.The network involvement of the receiver has no significant influence on the willingness to purchase online education products.The influence of social media on purchasing intention is greater than that of online store.Finally,based on the research results,this paper puts forward some suggestions on the influence of online education enterprises’ online reputation,and puts forward the research deficiencies and the future prospects.