How Electronic Word-of-mouth Influence the Purchasing Intention—An Empirical Study of Fruit E-commerce in China
Authors: 
Zhengqi Sun, Yan Li, Ruixin Li, Wendi ChenAuthors Info & Claims
Zhengqi Sun, Yan Li, Ruixin Li, Wendi ChenAuthors Info & ClaimsPages 40 - 45
Abstract
When e-commerce becomes an essential part of people's daily life, electronic word-of-mouth turns out to be a vital reference for purchasing intention. Through exhaustive literature surveys and expert opinions, this paper explores the factors of word-of-mouth from two aspects: customer perceived value and marketing strategies. Results were obtained from the study of China's representative fresh food e-commerce platform company Pinduoduo and consumer questionnaire collection. The finding shows that quality, age, and marketing strategies have stronger effects on purchasing intention. It is recommended that online fresh food stores should focus on improving product quality and e-commerce platforms may increase the management of bullet screens and the recommendations from key opinion leaders.
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- How Electronic Word-of-mouth Influence the Purchasing Intention—An Empirical Study of Fruit E-commerce in China
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Published In
April 2023
216 pages
ISBN:9798400708398
DOI:10.1145/3599609
Copyright © 2023 ACM.
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Published: 19 July 2023
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ICEEG 2023
ICEEG 2023: 2023 7th International Conference on E-Commerce, E-Business and E-Government
April 27 - 29, 2023
Plymouth, United Kingdom
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