The influence mechanism study of word of mouth on the phone purchase intention of migrant workers

Mobile consumer behavior of migrant workers, a special social group, has obvious population characters. By setting perceived value as an intermediate variable and collecting questionnaires, this paper creates the structural equation model to investigate the relationship between word of mouth (WOM) effect and phone purchase intention (PI). The results show that, through perceived value, word of mouth has a positive impact on purchase intention. Word of mouth has a positive impact on function value (FV), security value (SV) and image value (IV) and has a negative impact on perceived cost (PC). This impact is most significant on security value. Function value, security value and image value have a positive impact on purchase intention; perceived cost has a negative impact on purchase intention. Security value has the most significant impact. Word of mouth has directly positive impact on purchasing intention.