Research on the Influence of Online Word-of-mouth Source Credibility on Consumers' Purchase Intention

Abstract

With the advent of the Internet era and the rapid development of the Internet economy, more and more people begin to carry out online shopping. When people enjoy the benefits and convenience brought by online shopping, the related problems of online word-of-mouth have been put forward one after another. Therefore, the impact of the source credibility of online word-of-mouth on consumers' purchase intention is particularly important. This paper mainly adopts the method of theory and questionnaire survey, and distributed 335 questionnaires to consumers of all ages. Through software SPSS this paper analyzes the data collected by the questionnaire to understand people's credibility of online word-of-mouth sources, so as to study the impact of online word-of-mouth source credibility on consumers' purchase intention and draw a conclusion. The results show that the higher people's trust in information sources, the higher their purchase intention. The higher people's trust in the sender, the higher the purchase intention. According to the conclusion, the corresponding suggestions are also put forward.