化妆品IWOM对大学生购买决策影响的研究(3)
1.3 Innovation
There are a lot of literature documents about the impact on the consumer purchase decision of internet word of mouth at home and abroad. But literature is still rare which is from the perspective of the college students to do research. Especially in the era with rapid development of information technology, as the leader of the fashion, college students have close contact with the network, they have become the mainstream in network shopping. Therefore, in this paper, it studies the influence of IWOM of cosmetics on college students’ purchase decision which is innovative in a certain way.
1.4 Overall structure of the research
Chapter one is introduction. It introduces research background, significance and purpose of the research,overall structure and innovation. Chapter two is literature review. This chapter mainly arranges literature documents at home and abroad which are related to this article. It includes the definition of internet word of mouth, influence of IWOM on consumer’s purchase decision, reasons and factors of influence of IWOM on consumer’s purchase decision. Chapter three is methodology which includes subject of the research, method and hypotheses. Chapter four analyzes basic information of the sample and tests the hypotheses. The last chapter is conclusion and suggestion. It simply summarizes the main conclusions, suggestions, the limitations and the recommendations for future research.
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