Empirical Analysis of the Influence of Internet Word of Mouth on Consumers' Purchase Intention

In this paper, through the questionnaire survey, an empirical analysis of the influence of Internet word of mouth (IWOM) on college students' purchase intention for mobile phones is undergone. SPSS software is used for reliability, validity, correlation and regression analysis. Through the analysis on the data collected from questionnaires, it is concluded that the three dimensions of IWOM, i.e. quantity, quality and professionalism, may have an influence on the purchase intention of consumers, while the timeliness of IWOM has no obvious influence on the purchase intention. In the era of rapid development of the Internet, more and more consumers are favoring in searching product information and evaluation through the network before purchasing the products, IWOM is playing a strong role for consumers' purchase intention and enterprises' marketing. In this paper, the college students are selected as study subjects, through the empirical analysis of the influence of IWOM on consumers' purchasing intention, the impact of IWOM on their purchasing decisions are also studied.