This paper explores the factors influencing consumers’willingness to purchase under the influence of IWOM,taking perceived risk as the theoretical framework.The factors influencing consumers’willingness to purchase ...This paper explores the factors influencing consumers’willingness to purchase under the influence of IWOM,taking perceived risk as the theoretical framework.The factors influencing consumers’willingness to purchase under IWOM are investigated from three perspectives:perceived functional risk,perceived psychological risk,and perceived financial risk.A combination of quantitative and qualitative research methods is used to derive the questionnaire theory using the interview method.The research findings are drawn using the questionnaire method and combined with the path analysis method.Based on the research results,relevant suggestions and countermeasures are proposed for such IWOM-influenced restaurants.展开更多
The development of the Internet is making IWOM focus of different marketing strategies because of its role in consumer's purchase orientation. Therefore,to guide consumers to rational consumption,some optimizing m...The development of the Internet is making IWOM focus of different marketing strategies because of its role in consumer's purchase orientation. Therefore,to guide consumers to rational consumption,some optimizing measures can be taken to improve its utilization efficiency on their purchase decision. This paper plans to explore,through modular modeling method,the main factors that could determine the influence of IWOM on consumers' purchase orientation. It is divided into three key parts. The first part studies the status of IWOM through a mathematical modeling. Part Two probes the solutions. The third part tries to verify with an empirical case the effect of the model in improving the advantage of the positive feedback relationship between the IWOM and its utilization efficiency.展开更多
文摘This paper explores the factors influencing consumers’willingness to purchase under the influence of IWOM,taking perceived risk as the theoretical framework.The factors influencing consumers’willingness to purchase under IWOM are investigated from three perspectives:perceived functional risk,perceived psychological risk,and perceived financial risk.A combination of quantitative and qualitative research methods is used to derive the questionnaire theory using the interview method.The research findings are drawn using the questionnaire method and combined with the path analysis method.Based on the research results,relevant suggestions and countermeasures are proposed for such IWOM-influenced restaurants.
基金the research results of 2012 provincial open course(2012cgj403)2012 provincial teaching research project(2012jyxm786)
文摘The development of the Internet is making IWOM focus of different marketing strategies because of its role in consumer's purchase orientation. Therefore,to guide consumers to rational consumption,some optimizing measures can be taken to improve its utilization efficiency on their purchase decision. This paper plans to explore,through modular modeling method,the main factors that could determine the influence of IWOM on consumers' purchase orientation. It is divided into three key parts. The first part studies the status of IWOM through a mathematical modeling. Part Two probes the solutions. The third part tries to verify with an empirical case the effect of the model in improving the advantage of the positive feedback relationship between the IWOM and its utilization efficiency.
