The development of the Internet is making IWOM focus of different marketing strategies because of its role in consumer's purchase orientation. Therefore,to guide consumers to rational consumption,some optimizing m...The development of the Internet is making IWOM focus of different marketing strategies because of its role in consumer's purchase orientation. Therefore,to guide consumers to rational consumption,some optimizing measures can be taken to improve its utilization efficiency on their purchase decision. This paper plans to explore,through modular modeling method,the main factors that could determine the influence of IWOM on consumers' purchase orientation. It is divided into three key parts. The first part studies the status of IWOM through a mathematical modeling. Part Two probes the solutions. The third part tries to verify with an empirical case the effect of the model in improving the advantage of the positive feedback relationship between the IWOM and its utilization efficiency.展开更多
基金the research results of 2012 provincial open course(2012cgj403)2012 provincial teaching research project(2012jyxm786)
文摘The development of the Internet is making IWOM focus of different marketing strategies because of its role in consumer's purchase orientation. Therefore,to guide consumers to rational consumption,some optimizing measures can be taken to improve its utilization efficiency on their purchase decision. This paper plans to explore,through modular modeling method,the main factors that could determine the influence of IWOM on consumers' purchase orientation. It is divided into three key parts. The first part studies the status of IWOM through a mathematical modeling. Part Two probes the solutions. The third part tries to verify with an empirical case the effect of the model in improving the advantage of the positive feedback relationship between the IWOM and its utilization efficiency.
