Keywords
Purchase intention
Perceived risk
Submitted : 2022-03-30
Accepted : 2022-04-14
Published : 2022-04-29
Abstract
This paper explores the factors influencing consumers’ willingness to purchase under the influence of IWOM, taking perceived risk as the theoretical framework. The factors influencing consumers’ willingness to purchase under IWOM are investigated from three perspectives: perceived functional risk, perceived psychological risk, and perceived financial risk. A combination of quantitative and qualitative research methods is used to derive the questionnaire theory using the interview method. The research findings are drawn using the questionnaire method and combined with the path analysis method. Based on the research results, relevant suggestions and countermeasures are proposed for such IWOM-influenced restaurants.
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