摘要
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.
The development of the Intemet is making IWOM focus of different market- ing strategies because of its role in consumer＇ s purchase orientation. Therefore, to guide con- sumers to rational consumption, some optimizing measures can be taken to improve its utiliza- tion etiiciency on their purchase decision. This paper plans to explore, through modular mod- eling 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 posi- tive feedback relationship between the IWOM and its utilization efficiency.
出处
《学术界》
CSSCI
北大核心
2013年第5期261-265,共5页
Academics
基金
the research results of 2012 provincial open course(2012cgj403)
2012 provincial teaching research project(2012jyxm786)
