Analysis of the relationship between involvement and the Internet Word-of-Mouth

Abstract

With the development of network technology and the increasing popularity of the network, the Internet Word-of-Mouth is gradually replacing its traditional counterpart. People increasingly prefer to collect product information using the network exchange in order to make consumption decisions. Involvement theory plays an important role in the theory of consumer behavior; it explains why people sometimes did not follow the rational model-information collection, screening, and assessment to do purchase decision. Researching the role of involvement to IWOM is significant to the development of marketing theory and effective marketing communications. This paper regards college students as survey subjects, focuses on the impact of variables of involvement to IWOM, and conducts the demonstration to get conclusions so as to recommend appropriate management recommendations to help the corporation better carry out the publicity and marketing of product.