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Abstract With the development and popularization of Internet, social economic model is changing gradually. More and more young people shop online. As followers of fashion, college students are easier to accept this way of shopping. Since the college students are the main part of the online purchasers, this paper chooses them as the object of study. IWOM helps the purchasers determine whether to buy the products. Also, it helps them reduce the risk of online shopping. Nowadays, more and more consumers rely on the IWOM to make better purchase decision.27312
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For college students, cosmetics are indispensable articles for daily use. This paper studies the influence of IWOM of cosmetics on college students’ purchase decisions. This paper focuses on the definition of IWOM and factors of IWOM which influence college students’ purchase decision by making the questionnaire and seeking information in the library. Through the study, the conclusion is drawn that if the source of IWOM information is more reliable, the impact on the college students’ purchase decision is greater. And the factors of IWOM information can influence college students’ purchase decision.
At the end of the paper, it suggests that the enterprises should improve the quality of IWOM, pay attention to IWOM and eliminate negative IWOM.
Key Words:internet word of mouth consumer purchase decision influence of IWOM cosmetics
摘要
摘要随着互联网的发展和普及，社会经济模式逐渐发生变化。越来越多年轻人选择在网上购物。作为时尚的追随者，大学生更容易接受这种购物方式。由于在他们在网络购物中占了很大比例，本文以大学生为研究对象。网络口碑帮助买家决定是否购买产品并且降低网上购物的风险。如今，越来越多的消费者依靠网络口碑做出更好的购买决策。
对大学生来说，化妆品是不可缺少的日用物品，因此，本文就化妆品网络口碑对大学生购买决策的影响做了一些研究。通过问卷调查和在校图书馆搜索资料，本文主要讨论了网络口碑的定义，网络口碑影响消费者购买决策的因素。通过研究，得出这样的结论，如果网络口碑信息的来源更可靠，对大学生购买决策的影响更大。另外，网络口碑的信息因素影响大学生的购物决策。
文章的最后提了些建议，企业不仅要提高网络口碑的质量，还要注重网络口碑，更重要的是消除负面口碑的影响。
毕业论文关键词：网络口碑 消费者购买决策 网络口碑的影响 化妆品
Contents
Abstract i
摘要 ii
Chapter One Introduction 1
1.1 Research background 1
1.2 Significance and purpose 2
1.3 Innovation 3
1.4 Overall structure of the research 3
Chapter Two Literature Review 5
2.1 Definition of internet word of mouth 5
2.2 Influence of IWOM on consumer’s purchase decision 6
2.3 Reasons of influence of IWOM on consumer’s purchase decision 7
2.4 Factors of influence of IWOM on consumer’s purchase decision 7
Chapter Three Methodology 9
3.1 Subject of the research 9
3.2 Research method 9
3.3 Hypothesis 9
3.3.1 Source of IWOM information 9
3.3.2 Information factors of IWOM 10
3.3.3 The credibility and utility of IWOM 10
3.4 Overall structure of the questionnaire 10