Proceedings of the 8th International Conference on Management and Computer Science (ICMCS 2018)

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

Authors
Jing Peng, Xia Li
Corresponding Author
Jing Peng
Available Online October 2018.
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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Volume Title
Proceedings of the 8th International Conference on Management and Computer Science (ICMCS 2018)
Series
Advances in Computer Science Research
Publication Date
October 2018
ISBN
978-94-6252-590-0
ISSN
2352-538X
DOI
10.2991/icmcs-18.2018.49How to use a DOI?
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/).

Cite this article

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  -