Comparative Analysis of the Effects of Different Types of Word-of-Mouth Information on Consumer Purchase Intention

Abstract

This study aims to explore the impact of different types of word-of-mouth (WOM) information and their dissemination channels on consumer purchase intentions. Through a questionnaire survey, 540 valid data samples were collected, covering consumers of various ages, consumption habits, technology usage habits, and geographic locations. Multiple regression analysis and cluster analysis methods were employed to thoroughly analyze the influence and dissemination effects of WOM information. The results indicate that positive WOM significantly enhances consumer purchase intention, while negative WOM has the opposite effect. Neutral WOM has no significant impact on purchase intention. Additionally, the dissemination channels of WOM information, such as social media, have a significant positive impact on consumer purchase intention. Based on these findings, specific market strategy recommendations are proposed to optimize brand management and enhance consumer engagement.