| 摘要 |
Various complex information obtained by OTC drugs consumers through various channels, but no one can be compared with word-of-mouth(WOM) both in credibility and significance. Credibility of traditional WOM is high, but its influence is small. With the development of network technology, the emerging electronic WOM can make up for this defects. However, the authenticity of eWOM has been questioned, along with the development of e-marketing pattern. Lots of consumers collected evaluation information before their OTC medicine buying, usually found the credit evaluation online and offline is not consistent, while this difference would exert some effect on the purchase behavior. Therefore, it's necessary to analyze and integration the traditional and eWOM, and to further study the influence on consumers' purchase intention. |