Research On The Influence Mechanism Of The Negative IWOM On Brand Switching Behavior

After nearly a decade of development, the impact of Internet technology on people’s lives have become increasingly out of the purely aspects of technical and physical, and deepening of modern people’s daily life and the spiritual realm, one of the most representative is the emergence of virtual communities. The virtual community is the groups with shared interests or needs of people gathered on the network, there is no doubt that the existence of the Internet provide an irreplaceable carrier for the vigorous development of virtual communities, and provides a convenient and creating value through the network exchange for our people. Convenience to the people at the same time, the development of virtual communities is also accompanied by some problems, specifically, the immediacy of the characteristics of the virtual community will greatly accelerate the spread of negative IWOM. More serious, the anonymity of the virtual community may bring the dissemination of negative information without identification. The impact of negative network of word of mouth will be fatal on customer loyalty as well as brand switching behavior. Thus, the accurate cognitive the mechanisms for the dissemination of negative IWOM and its impact on consumer brand switching behavior will become the most important part of corporate marketing works.In this context, with exploring the virtual community involvement perspective, this article aims to explore the impact mechanism of the negative IWOM intensity on consumer brand switching behavior. Clarify the research background and significance, the article detailed review of the research scholars about the negative IWOM intensity, the virtual community involvement, and consumer brand switching behavior. On this basis, we built the elements of virtual community involvement, negative the IWOM intensity, the consumer brand switching behavior and the related adjustment variables We proposed theoretical assumptions and build a theoretical model. To further explore the specific relationship between the variables, we conduct an empirical test on the assumptions and model through the questionnaire survey.Through the analysis of empirical results and the amendments to the research model, we described the relationship between virtual community involvement, negative IWOM intensity and the consumer brand switching behavior. We further prove the regulatory role of the complain reaction. Finally, the article put forward relevant proposals from the perspective of consumers, network regulators and enterprises.