The Research Of Reactance Effects On Negative IWOM Recommendation

In daily life, we receive various of recommendations. When facing many choices, recommendation can reduce people’s decision-making difficulty and increase its decision confidence, play an active role. However, in some special cases, due to the existence of psychological reactance, recommendation may play a negative role, Consumers not only do not accept the recommendation, but also deliberately choose the contrary.IWOM(Internet word-of-mouth) is one of special kind recommendations, it plays a big role in consumers’decision-making process. Some studies have pointed out that the impact of negative IWOM recommendations is greater than positive IWOM recommendations on consumers’decisions. Therefore, the negative IWOM recommendations become the focal point of academic research. This study will manly focus on negative IWOM recommendations caused antagonistic effect on consumers’ decision-making.This study based on reviewing, analyzing domestic and foreign research pertaining to negative IWOM recommendations and psychological Resistance to provide research hypotheses, otherwise using experimental method to investigate the consumers’contrary effect caused by negative IWOM recommendations. This study used mobile phone as experimental object, mainly discussed three questions:(1) in the case of the consumers who have initial preference whether occur different degree of resistance effects after receive the different content of negative IWOM recommendation;(2) Between the consumers who have initial preference and their antagonistic tendencies are the different, whether occur different degree of resistance effects;(3) in the case of the consumer who have initial preference and their antagonistic tendencies are the different whether occur different degree of resistance effects after receive different content of negative IWON recommendations.Experimental results show that:(1) in the case of the consumers who have initial preference after receive negative IWOM recommendation as subjective recommendations will occur resistance effect is bigger than resistance effect occurred by receiving objective recommendations;(2) with the consumers who have initial preference, in the case of the consumers who have higher antagonistic tendency will occur bigger resistance effect than the consumers who have lower antagonistic tendency;(3) in the case of the consumer who have initial preference and their antagonistic tendencies are the different, the occurred resistance effects have significant differences after the consumers receive different content of negative IWON recommendations.Finally, this study combined with this research conclusion, proposed enterprise negative reputation management, and points out the advice the limitations and future research direction.