Open AccessThe Influence of IWOM on Restaurant Consumers’ Purchase Intentions: Taking PANGGELIA as an Example
Author(s) -
Zhihan Zhang
Publication year - 2022
Publication title -
journal of contemporary educational research
Language(s) - English
Resource type - Journals
eISSN - 2208-8474
pISSN - 2208-8466
DOI - 10.26689/jcer.v6i4.3837
Subject(s) - risk perception , psychology , marketing , financial risk , advertising , social psychology , business , actuarial science , perception , neuroscience
This paper explores the factors influencing consumers’ willingness to purchase under the influence of IWOM, taking perceived risk as the theoretical framework. The factors influencing consumers’ willingness to purchase under IWOM are investigated from three perspectives: perceived functional risk, perceived psychological risk, and perceived financial risk. A combination of quantitative and qualitative research methods is used to derive the questionnaire theory using the interview method. The research findings are drawn using the questionnaire method and combined with the path analysis method. Based on the research results, relevant suggestions and countermeasures are proposed for such IWOM-influenced restaurants.