Proceedings of the 2023 3rd International Conference on Business Administration and Data Science (BADS 2023)

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Research on the Impact of Different Internet Word of Mouth to the Consumer Purchase Intention in the Catering Industry

Authors
Ming-Hui Jin1, *, Danna Wu2, Jiang Fang1, Wan-Yi Cao3
1Department of Business Management, Fujian Polytechnic of Information Technology, Fuzhou, China
2China Merchants Bank Quanzhou Branch, Quanzhou, China
3School of Internet Economics and Business, Fujian University of Technology, Fuzhou, 350118, China
*Corresponding author. Email: 2476213978@qq.com
Corresponding Author
Ming-Hui Jin
Available Online 30 December 2023.
DOI
10.2991/978-94-6463-326-9_46How to use a DOI?
Keywords
Internet Word of Mouth; Custom Purchase Intention; Catering Industry; Online Trust; Social Presence
Abstract

This study explored and analyzed the impact of different internet word-of-mouth (IWOM) to the consumer purchase intention and then proposed several suggestions to the catering industry. This study first divides the IWON into three types: the short video IWON, the comment IWON, and the promotion advertorial IWON. Several assumptions regarding the IWON are proposed and then a hypothesis research model is inferred based on the proposed assumptions. This study adopts the questionnaire method to verify the hypothesis research model. A total of 255 valid questionnaires were collected. Reliability and validity test was conducted after data preprocessing. Cronbach alpha of the variables are between 0.808 and 0.909, validity test KMO of the variables are between 0.704 and 0.875, indicating that the variables are valid and reliable. This study then employed the IBM SPSS 23.0 and AMOS 24.0 to test the hypothesis research model and the test results removed three assumptions from the hypothesis research model. This study then proposed the revised research model for evaluating the IWOM marketing strategies for the catering industry.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2023 3rd International Conference on Business Administration and Data Science (BADS 2023)
Series
Atlantis Highlights in Computer Sciences
Publication Date
30 December 2023
ISBN
10.2991/978-94-6463-326-9_46
ISSN
2589-4900
DOI
10.2991/978-94-6463-326-9_46How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Ming-Hui Jin
AU  - Danna Wu
AU  - Jiang Fang
AU  - Wan-Yi Cao
PY  - 2023
DA  - 2023/12/30
TI  - Research on the Impact of Different Internet Word of Mouth to the Consumer Purchase Intention in the Catering Industry
BT  - Proceedings of the 2023 3rd International Conference on Business Administration and Data Science (BADS 2023)
PB  - Atlantis Press
SP  - 448
EP  - 460
SN  - 2589-4900
UR  - https://doi.org/10.2991/978-94-6463-326-9_46
DO  - 10.2991/978-94-6463-326-9_46
ID  - Jin2023
ER  -