Research Article
Research on Influence Mechanism of e-WOM on Purchase of Followers in Virtual Community
@INPROCEEDINGS{10.1007/978-3-030-72795-6_40, author={L. U. Meili and G. A. O. Yujia and W. A. N. Qin}, title={Research on Influence Mechanism of e-WOM on Purchase of Followers in Virtual Community}, proceedings={Simulation Tools and Techniques. 12th EAI International Conference, SIMUtools 2020, Guiyang, China, August 28-29, 2020, Proceedings, Part II}, proceedings_a={SIMUTOOLS PART 2}, year={2021}, month={4}, keywords={e-WOM Purchase behavior Virtual community Logit regression Follower}, doi={10.1007/978-3-030-72795-6_40} }- L. U. Meili
G. A. O. Yujia
W. A. N. Qin
Year: 2021
Research on Influence Mechanism of e-WOM on Purchase of Followers in Virtual Community
SIMUTOOLS PART 2
Springer
DOI: 10.1007/978-3-030-72795-6_40
Abstract
With more abundant forms of e-WOM, the virtual community provides consumers with an important site to share the personal comprehension on products and exchange the user experience. Electronic commerce blending into social communication has been a new direction for the development of electronic commerce. In social network perspective this paper analyzes the influence of the three related indicators upon the follower purchase, viz. the feature of e-WOM releaser, the interaction of e-WOM diffusion and the factor of commodity, and builds an influence factor model which is tested empirically by taking koubei.jumei.com as an example. The result of Logit regression demonstrates that there is a positive influence of the frequency of releaser’s being followed, the total amount of released e-WOM, the number of times of e-WOM being read over follower purchase; while the influence of the frequency of releaser’s following, and the quantity of replies of e-WOM and usefulness on follower purchase is not significant. These conclusions have some directive role in building the virtual community of electronic commerce and provide a new idea for the further study of the direct influence of e-WOM upon purchase behavior.
