Open AccessResearch on the Influence of the Formal Characteristics of EWOM on Consumers’ Purchase Intention
Author(s) -
Ning Zhao,
Xiaolin Li,
Zhang Linbin
Publication year - 2020
Publication title -
journal of physics. conference series
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.21
H-Index - 85
eISSN - 1742-6596
pISSN - 1742-6588
DOI - 10.1088/1742-6596/1486/6/062032
Subject(s) - interactivity , perspective (graphical) , affection , psychology , advertising , visibility , business , marketing , social psychology , computer science , multimedia , physics , artificial intelligence , optics
E-WOM has an increasingly important influence on consumers. Previous researches mostly focused on the influence of e-WOM information on consumers’affection and behavioral intention. From the perspective of formal characteristics of e-WOM, we establishean emotional path that influences consumers’ willingness to behave. Through the data analysis by smart PLS3.0, the influence of the visibility and interactivity of e-WOM on consumer’s emotional experience and purchase intention was verified, and the marketing management inspiration was finally obtained.