| The development of Internet in China has made breakthroughs in digital economy,technological innovation,network benefit to the people,and the consumption behavior mode of people has changed greatly.In the process of various online shopping platform consumption,consumers increasingly take online reputation formed by online evaluation in the platform comment area,microblog and other network communities as an important reference.In this process,on the one hand,based on the dissemination of information,the product network reputation information,especially the negative network reputation with strong emotional,can spread rapidly,which may lead to the crisis of enterprise network reputation;On the other hand,the current corporate public opinion disposal ability is not strong,in the face of negative Internet word of mouth crisis,the response speed,response measures and effects need to be further improved.Therefore,it is of great theoretical value to further clarify the impact of negative network reputation of enterprise products and to construct an effective and effective network reputation crisis warning system,which is of great practical significance and application value to realize the high-quality development of enterprises in the Internet era.Online review is the main form of WOM communication of enterprise products,and it is the concentrated embodiment of consumers’ evaluation opinions on enterprise products.Based on the literature review of domain ontology,internet word-of-mouth,enterprise crisis and other theories at home and abroad,this study uses literature analysis,theoretical derivation and logical deduction,empirical research,content analysis and other research methods to systematically study the motivation and evolution of negative internet word-of-mouth,From the four dimensions of negative internet word-of-mouth,this paper demonstrates the negative impact of negative internet word-of-mouth on consumers’ shopping intention;Then,using domain ontology theory,based on online comment product attribute topic feature mining,the enterprise product domain ontology model is constructed.On the basis of the above two parts of research,with the help of crisis barometer,this paper constructs a twodimensional crisis warning model of enterprise product network word-of-mouth information,in which: the calculation dimension of subject attribute emotional value,based on the enterprise product domain ontology model,calculates the emotional value of each subject attribute through online comment capture and preprocessing;Crisis impact value(CIV)dimension,by extracting the typical negative comments in online reviews,analyzing the characteristics of word-of-mouth communication,providing experts as the basis for civ scoring,so as to get the classification of enterprise product negative internet word-of-mouth crisis,and then put forward the management and control strategy of enterprise product negative internet word-of-mouth based on crisis early warning.The main contents are as follows:First of all,around the negative network word-of-mouth communication,four motivational factors,such as emotional catharsis,economic interests,altruistic motivation and social interaction,are selected as the antecedent variables to analyze their impact on the negative network word-of-mouth communication path.The study found that emotional catharsis plays a key role in the negative online word-of-mouth dissemination of corporate products,followed by altruistic motivation,economic motivation and social interaction motivation have the same effect on the negative word of mouth communication.In the new media era,the possibility of instant communication to continuous communication evolution is very high,and the corporate response has a significant moderating effect.On this basis,this paper analyzes the impact of negative internet word-of-mouth on consumers’ purchase intention and the degree of impact in different types of online shopping from four dimensions: negative degree,evaluation timeliness,feedback characteristics and perceived risk.The results show that the negative degree,evaluation timeliness,feedback characteristics and perceived risk have a negative impact on consumers’ online shopping intention.In the type of triggered shopping,consumers are more affected by situational perception factors than rational cognition.Secondly,based on the analysis of the functional requirements of product domain ontology,this paper constructs the subject attribute system of product word-of-mouth based on the four dimensions of R & D and design,manufacturing,logistics and transportation,and service,analyzes the mapping relationship between product domain ontology and product domain ontology,and constructs the product domain ontology model by using the seven step method,It provides the calculation basis for the dimension of negative emotion tendency in the negative internet word-of-mouth crisis warning system of follow-up products.Based on the above research contents and the crisis barometer,this paper constructs a two-dimensional monitoring model for the early warning of negative internet word-of-mouth crisis of enterprise products.Combined with the product domain sentiment dictionary,the fine-grained analysis of negative internet word-ofmouth sentiment tendency is carried out,and the entropy weight method is used to calculate the weight of each level of early warning subject attribute,and the sentiment value of each subject attribute is obtained;According to the negative degree of product negative online word-of-mouth,evaluation timeliness,feedback characteristics,perceived risk and communication behavior characteristics and other factors,this paper designs the judgment table of information crisis impact value of typical negative comments of users,and evaluates the harm degree of the crisis.This paper divides the crisis types from two dimensions of product emotional value and crisis impact value(CIV),and completes the construction and monitoring of product negative network word-of-mouth crisis early warning theoretical model.Finally,based on the theoretical research results,this paper constructs three levels of management and control strategies of negative network word-of-mouth crisis of enterprise products From the perspective of information source,media transmission path and audience evaluation. |
