The Influence of Negative Word-of-mouth on College Students' Online Shopping Behavior

被引：0
|
作者：
Wan, Jun [1 ]
Ma, Xiaoyan [1 ]
Dai, Haiming [1 ]
机构：
[1] Liaoning Tech Univ Huludao, Sch Mkt Management, Liaoning 125105, Peoples R China
来源：
2013 THE FOURTH INTERNATIONAL CONFERENCE ON INFORMATION, COMMUNICATION AND EDUCATION APPLICATION (ICEA 2013), PT 1 | 2013年 / 30卷
关键词：
Negative word-of-mouth; Online consumer behavior; Word of mouth marketing;
D O I：
暂无
中图分类号：
G2 [信息与知识传播];
学科分类号：
05 ; 0503 ;
摘要：
Online consumer spending is the mainstream of college students nowadays, and college students are the subject of future consumption. Research on College Students' Internet consumption can help enterprises to grasp the marketing direction better and to promote sales. This paper studies the relevant literature, and building the model of negative word-of-mouth on online consumer behavior of college students. Through questionnaires use SPSS18.0 to analyze the data to test hypotheses results, it shows that the sender as well as the transport of communicators trust significantly affects online consumer behavior of college students. The recipient's perceived risk of negative word-of-mouth has a significant negative impact of the recipient's consumer behavior. By analyzing proposed the relevant recommendations to eliminate the impact of negative word-of-mouth on online consumer behavior of college students, and hoping it is helpful to the future development of the company.
引用
收藏
页码：152 / 157
页数：6
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