Study of the Influence of Social Network Based Word-of-Mouth Communication over Purchase Intention
††Quality Management Branch, China National Institute of Standardization, Beijing 100191, China, ‡School of Economics and Management, Tsinghua University, Beijing 100084, China
ABSTRACT: This research is on purchase intentions of customers both online and offline based on the influence factors of word-of-mouth communication effect in social networks. The concept model of word-of-mouth communication’s influence on purchase intention from perspectives of information source, information sink, and information carrier and information channel is designed. It was discovered that purchase intention related to six factors, namely, word-of-mouth recognition, website characteristics, trust tendency, word-of-mouth objectivity, searching preference and consumption type through statistical analysis of the data obtained in experimental survey. Moreover, a model of probability for purchase events involving the above factors and based on logistic function is established.
Keywords : Online Word-of-mouth; Purchase Intention; Word-of-mouth Communication; Influence Factors; Logistic regression.
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