The research, conducted by CIC, is the first of its kind in China and is based on comprehensive qualitative and quantitative offline research in Beijing, Shanghai, Guangzhou and Chengdu. The study looks to uncover the role and level of importance of netizens’ recommendations and opinions in the consumer purchase decision making process. This report is the first in a series of three reports based on the same research set. The following two installments include “How IWOM is generated and disseminated” and “How brands can participate in online communities.”
1. Do consumers pay attention to IWOM?
2. Why do consumers pay attention to IWOM?
3. How does IWOM influence consumers’ attitude towards brands?
4. How does IWOM affect purchase decisions?