Empirical Analysis and Hypothesis Testing of EWOM on Online Consumer’s Purchase Intention

DOI

10.2991/icmcs-18.2018.49How to use a DOI?

Keywords

Internet word of mouth; Purchase Intention; Empirical analysis; Hypothesis testing

Abstract

In the era of Internet economy, online sales and circulation of products, word-of-mouth marketing has been used by more and more companies as an important marketing method for communicating with customers and promoting sales.The main purpose of this paper is to study the cross-cutting effects of different product types and sources of information，and to explore the relationship between online word of mouth and consumers' purchase intention, analyze the factors that influence consumers' purchase intention, and conduct empirical analysis and hypothesis testing to provide countermeasures and suggestions for product network marketing.

Copyright

© 2018, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Jing Peng
AU  - Xia Li
PY  - 2018/10
DA  - 2018/10
TI  - Empirical Analysis and Hypothesis Testing of EWOM on Online Consumer’s Purchase Intention
BT  - Proceedings of the 8th International Conference on Management and Computer Science (ICMCS 2018)
PB  - Atlantis Press
SP  - 240
EP  - 245
SN  - 2352-538X
UR  - https://doi.org/10.2991/icmcs-18.2018.49
DO  - 10.2991/icmcs-18.2018.49
ID  - Peng2018/10
ER  -