Research On The Negative Internet Word-of-Mouth’s Influnence On Consumer Behavior Intention

Internet convenience and word of mouth spread quickly, making more and more enterprises begin to focus the network reputation. To facilitate the rapid development in the enjoyment of the network, while negative interenet word of mouth multiplied gradually highlight the negative effects. Network characteristics bring facilitate for spread and proliferation of interenet negative word of mouth, interenet word of mouth can make consumers more directly on line to express their complaints and dissatisfaction because its anonymity reputation. Interenet negative word of mouth is so hard to controll that it is easy to make the enterprise get into the risk of public pressure.We select catering forum as the research background,then put the consumer divided into two types:have consumptive satisfaction and have no consumptive satisfaction, then we selecet the consumer who have consumptive satisfaction and study the consumer will generates which kind of behavior and what kind of factor generates the behavior under the influence of the interenet negative word of mouth based on Satisfaction.at last, We present the corresponding interenet word of mouth marketing.