Research On The Influences Of Online Word-of-Mouth Types On Consumer Purchase Intention

With the rapid development of modern communication technology and social network platform,online word-of-mouth has turned into an important source of product evaluation information for consumers.Compared with traditional word-of-mouth,online word-of-mouth can reach more consumers quickly and has a more direct impact on their purchase decisions.In this context,how online word-of-mouth affects consumers’ perception and promotes their purchase behavior is becoming the focus of enterprises and academia.Based on the theory of Stimulus-Organism-Response(SOR model),this paper focuses on the different online word-of-mouth types,which is divided into objective description type and subjective recommendation type,and discusses the different impacts on consumer perception and purchase intention.In the research model,perceived value and perceived deception are selected as mediator variables and the moderating role of tie strength is also introduced.Results from two experiments show that:(1)There are significant differences in the impact of different types of online word-of-mouth on consumers’ purchase intention,and the subjective recommendation type of online word-of-mouth has more impact on consumers’ purchase intention than the objective description type.(2)Compared with the objective description type,the subjective recommendation type is more likely to increase consumers’ perceived value.Besides,perceived value plays a partial mediating role between online word-of-mouth and consumers’ purchase intention.(3)Compared with the subjective recommendation type,the objective description type is more likely to increase consumers’ perceived deception.And perceived deception partially mediates the relationship between online word-of-mouth and consumers’ purchase intention.(4)The mediating effects of perceived value and perceived deception are moderated by tie strength between the sender and the receiver.This paper enriches and deepens the research on the influence of online word-of-mouth.It reveals the mechanism and boundary of different types of online word-of-mouth affecting consumers’ purchase intention from the perspective of the mediating roles of perceived value and perceived deception,which improves and expands the research and application scenarios of perceived value theory and perceived deception theory.The research findings provide references for enterprises to formulate differentiated online word-of-mouth marketing strategies,which is conducive to promoting the pertinence and effectiveness of their online word-of-mouth marketing management.