A Research On The Influences Of Negatlve E-WOM On COnsumers' Purchase Declsion

Word of mouth is an important source of information that affects consumers'attitudes and buying behaviors. The vast majority of consumers will seek outside information support to make purchasing decisions. However, compared with the formal or organized source of information (such as advertising), consumer often rely more on informal or interpersonal communication sources of information. Thus, word of mouth has a high impact and persuasion. As the virtual community has grown, more and more consumers communicate online, and e- word of mouth has become a hot topic by academic and business circles. Network is a double- edged sword. Its convenience not only could amplify the effect of positive word of mouth, but also affect the spread of negative word of mouth .A large number of empirical research have confirmed that negative word of mouth has a more impact on consumers'purchasing decision than positive word of mouth. Therefore, it has some theoretical significance to discuss the mechanism of negative e-word of mouth and then prevent and control its impact from the source, which is helpful to maintenance business image and enhance business effect.According to the literature search, I find that domestic and foreign scholars focus more on the positive word of mouth and research on the negative word of mouth is relatively less. Against this background, on the basis of existing research results by foreign and domestic scholars, starting from the negative word of mouth, combining the characteristics of the network environment, taking college students as research objects , this dissertation will discuss the effect of negative e-word-of-mouth on purchase decision.First, this dissertation search and analysis the research situation about word of mouth and reliance of virtual environment in order to grasp the progress of this field , find the starting point and provide the necessary theoretical basis.Secondly, based on the literature research, establish theoretical research model, raise the corresponding hypothesis, designed the scales which suit our local context.Thirdly, obtain 141 valid questionnaires through online questionnaires; test the context and model by data analysis; reach the following conclusions: (1) In the process of negative e- word of mouth , the intensity of negative information has a significant impact on consumers'purchase decisions; (2) among three adjustment variables: the sender's professional level, relationship strength and the receiver's professional level ,only the sender's professional level has adjustment impact(3) reliance plays an intermediary impact in the relationship between negative e- word of mouth and consumers'purchase decisionsFinally, propose proposals and countermeasures according to the conclusions: (1) play opinion leaders'effect, create a good communication platform; (2) positive response to negative word of mouth , reduce the impact of negative word of mouth; (3) increase awareness degree of brand, enhance consumers'immunity to negative information.