An Empirical Study of the Motivation of Consumer Word-of-mouth Spread

Word-of-mouth plays an important role in the consumer decision-making.Therefore,in order to deeply understand the consumer's purchase decision and to achieve the trigger and management of the word-of-mouth spead,it is necessary to study the motivation of the word-of-mouth spead in depth.(Method) The model for the motivation of consumer word-of-mouth spread was established and the impact of consumer's personal needs,personal satisfaction,social ties,the quality of service and commitment on the word-of-mouth behavior was studied with a questionnaire survey.The results show that:① The personal needs are positively correlated with the activity of word-of-mouth,but there is no direct correlation between personal needs and encouragement of word-of-mouth;② The consumer's satisfaction and social ties have positive correlation with the activity and the encouragement of word-of-mouth,respectively;③ There is a negative correlation between service quality and the activity of word-of-mouth;④ Commitment has no relationship with the activity of word-of-mouth,but has positive influence on the encouragement of word-of-mouth.The results indicate that the activity of word-of-mouth can be promoted by meeting the consumer's personal needs,improving the consumer's satisfaction,enhancing the social ties within the consumers and fulfilling the commitment to consumers.The study will provide a theoretical help for enterprises implementing the plans for consumer's word-of-mouth.