The Research On The Effect Of Negative E-word Of Mouth To Consumer’s Brand Attitude

With the development of social life, e-commerce is gradually on the rise; consumers’perception of the risk of purchase through e-commerce is higher than the traditional consumer channels, so they will try even harder to search for information about brands and products they care, one of which is E-word of mouth.According to the proposed fine possibility persuade model’s argument structure model, we can integrate and distinguish between strong argument quality and weak arguments quality E-word of mouth, and the division standard are claims evidence, authority, probability. And according to being given the cultural significance or not, we can distinguish iconic brand.Based on the former research, we think it is necessary to introduce involved variables and brand category variables to further discuss the effect of negative E-word of mouth on consumers’attitude toward the brandThe results of the study show that:1. The quality of argument quality is higher, its influence on the consumer is higher.2. compared with ordinary brand, iconic brands are less vulnerable to the impact of E-word of mouth3. When the argument quality is low, low involvement consumers’ attitude is more negative, and when the argument is high quality, high involved consumers’attitude is more negative.