A Relationship on the Model among E-WOM, Corporate Reputation and Purchase Intention

Abstract

With the service economy and experience economy era, the Internet became the main platform for exchange of views on product and word of mouth. This paper sorts out previous researches on the E-WOM, corporate reputation and the relationship between purchase intention. Put forward the model of the relationship among the E-WOM???Corporate's reputation???Trust???Interaction mechanisms and purchase intention. Namely, Corporate's reputation play an intermediary role in the Relationship between E-WOM and Purchase intention, while the interaction mechanism is between trust and purchase intentions play a regulatory role.