Research on the Relationship Among Electronic Word-of-Mouth, Trust and Purchase Intention-Take JingDong Shopping E-commerce Platform as an Example

Abstract

With the rapid development of the Internet and the continuous improvement of online shopping facilities, online shopping has been accepted by contemporary people. Taking JD e-commerce platform as an example, this study explores the relationship among three variables: electronic word-of-mouth, trust and online consumers’ purchase intention, and puts forward the following research hypotheses: (1) electronic word-of-mouth has a positive impact on the trust of online potential consumers, (2) electronic word-of-mouth has a positive impact on the purchase intention of online potential consumers, (3) trust has a positive impact on the purchase intention of online potential consumers. This study uses the quantitative questionnaire survey method and SPSS software to analyze the data, expecting that the research results can promote the operation managers to pay attention electronic word-of-mouth, develop and improve the consumer feedback system, establish the good reputation of enterprises, and promote the operation performance of e-commerce platform.