The Negative Reputation Of The Hotel Customers Purchasing Decisions Impact Studies

The network has been a very part of people's life now, billions of people purchase, communicate, search and share experiences on the internet, whose power has changed the society communication patterns, at a time the conventional Word-of-Mouth(WOM) has developed a lot in the brand new circumstances, and the internet WOM already becomes a hot topic in the academia and industry.However, during the search process for the documents, it's found that most of the researches focus on the positive WOM while a few on the negative, and fewer on the hotels. Based on those studies past, this paper discussed the influences of the negative WOM on the consumer purchase decision, with the economic hotels as the study object and the virtual internet features taken into account, so as to provide the hotel's internet marketing a theoretic and practical guidance.Firstly, the paper searched to analyze the documents on the WOM, consumer purchase decision, involvements and confidence theory, so that to know the start point in this research field, and to provide the necessary theoretic basis.Secondly, the research model is constructed with the corresponding research hypothesis, when the measurement table is designed specially for the hotel industry.Thirdly, after the interviews with consumers and online investigation, 242 valid samples are collected on the internet to verify the measurement and model, which derive the conclusions as the follows:①The three features of the negative WOM, including the information density, sender's expertise and sender-receiver relationship, have the significant influences on the consumer purchase decision.②The confidence palys the moderator role between the negative WOM and the consumer purchase decision.③The involvements can regulate among the negative WOM, confidence and the consumer purchase decision.Lastly, this paper proposes some suggestions and solutions, towards the conclusions and the issues of the current economic hotels' internet marketing strategy:①Pay high attention to the negative WOM information on the internet.②Try to weaken the negative WOM influences.③Increase the consumers' involvements by the membership system.④By encouraging some expertise consumers to broadcast the positive information or post that on the official website portal, enforce the positive WOM broadcast to attract more consumers and raise the hotel's benefits.