The Processes of Online Word-of-Mouth on the Purchase Decision

摘要

With the rapid development of Internet, the online WOM become an important way for corporation to affect consumer's purchase decision. This paper selects some consumers who have network shopping experience as research objects, builds a theory model between the influence of WOM on the consumer's purchase decision, social responsibility, perceived risk, involvement, actively seeking WOM, and uses structural equation model to carry out empirical study of Word-of-Mouth processes within an online purchase decision. The results show that actively seeking WOM has a direct and positive effect on the influence of WOM on the consumer's purchase decision.