The Influence of Online Word-of-Mouth on Female Consumers' Clothing Purchase Intention in Typical Media, Shanxi Province of China
Keywords:
OWOM, Clothing purchase intention, Female consumersAbstract
The objectives of this survey research are as follows: (1) to study the dimensions of OWOM (2) to study the relationship between perceived characteristics of OWOM and purchase intention and (3) to explore the factors regulating the characteristics of OWOM and OWOM perception affecting female consumers ‘s purchase intention. A total of 430 consumer surveys are conducted with 393 valid questionnaires. The questionnaire is included consumer's purchase intention, online word of mouth (OWOM) influence on female consumers’s purchase intention and action mechanism. Based on path model, TAM model and relevant variables, ELM model and research on the current status of the OWOM marketing, the research model, dependent variable, and mediation variables are set and adjusted Multiple regression analysis conducted to verify the research hypothesis and refined the research results (1) in general media, the impact of internet word-of-mouth on female consumers' clothes purchase intent is determined by the reliability of high-quality assessed data. The trustworthiness of the publisher's source or distributors, as well as decisions made using the buyer's criteria (2) a high level of consumer participation was used to establish a link between the perceived qualities of female customers' purchasing intent in general media. Regarding the value of information (3) The following seven factors influence the nature of internet word of mouth (1) OWOM number (2) quality (3) visual cues (4) publisher professionalism (5) publisher relationship strength (6) perceived value (7) product involvement.
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