A Literature Review of the Influence of Electronic Word-of-Mouth on Consumer Purchase Intention

Abstract

With the rapid development of Internet technology, more and more consum- ers rely on the Internet for the products and services of information searching and sharing; Electronic word-of-mouth information has gradually become an important factor of affecting consumer purchase intention. The three aspects of sender characteristics, information characteristics and receiver characteristics of electronic word-of-mouth are regarded as the independent variables, trust as the intermediary variable, involvement as the moderator variable, the article carries on the literature carding of the influence electronic word-of-mouth on consumer purchase intentions, which will provide a reference for scholars both at home and abroad to study the theory of electronic word-of-mouth. Keywords