ELECTRONIC WORD OF MOUTH INFLUENCE ON CONSUMER BUYING BEHAVIOR IN CHINA

Abstract

Whether as a source of information for consumers or as a marketing tool for enterprises, word-of-mouth has been closely watched by scholars and entrepreneurs (Luo, 2019). With the continuous development of the Internet, social networks have not only become a platform for people to communicate with each other, but also the rapid development of Internet word-of-mouth. Social networking platforms have become an important channel for consumers to share experiences and obtain product information. When consumers receive word-of-mouth information about products or services on social platforms, they will influence their attitudes and future behavior. However, compared with face-to-face word-of-mouth information exchange, the dissemination of word-of-mouth information in a social network environment involves communicators. There are many factors of communication, such as the platform of communication and the form of information (Huang, 2016).

This research divides word-of-mouth into three categories: "E-WOM's professionalism, E-WOM's empiricism, E-WOM's reputation", and explores whether these three different types of E-WOM influence consumer buying behavior.