The Empirical Research On The Influence Of Negative E-WOM On Consumers’ Purchase Decision

Wom is an important source of information that affects consumers’ attitudes andbuying behaviors. Word of mouth has a high impact and persuasion. With thedevelopment of the net, online communication has become a popular trend. InternetWord of mouth also becomes academic and corporate competing to topic ofdiscussion. Empirical studies have demonstrated that negative public reputation has alot influence than positive public reputation. Thus, based on the theory of word andcommunication persuade theory, research the negative word transmission mechanismand get the conclusion that it on consumers’ purchasing impact of decisions. Theenterprise not only realizes network is not only way of consumer information, it willbecome the media for consumers getting information.Therefore, through the researchof negative word effects, the enterprise should focus on negative word managementand put it into the marketing management category.This paper bases on the phenomenon of the network negative word and literaturesreading of the word of mouth, Combined empirical research with the theory and wordcommunication persuade theory, and then study the negative word’s factor is how toaffect the consumers’ buying decisions.First, this paper briefly expounds the research background and researchsignificance, and points out the research contents, the research methods, finally pointsout that the paper innovations. In part of the literature review, the part is mainlysummarize about the reputation and public praise communication, negative word,online consumer purchase decisions, and word-of-mouth communication mechanismrelated literature review, in order to make clear the limitations of existing in theliteratures, and find out the need to further explore direction.Second, puts forward the theoretical model and assumptions, First of all,research the related theory of word, find the theory basis to negative word researchand the corresponding variables, and design of the theory of the model in this paper,clear the relationship between the variables, set up the theoretical model, and putforward the corresponding research hypotheses. Again, analysis and discussed the collected data of empirical, explain the design and data sampling questionnaire, referto the design basis for related previous references and the research content of thispaper, and clear the model of the variables in the measurement subject. Through thesmall range of interview and questionnaire measure before the revised in the school,and determine the formal investigation questionnaires. Through the two ways ofonline or line, issue formal questionnaires and begin to collect the data, and begin theanalysis with the SPSS after collecting data.Finally, draw the conclusion and suggestion.