Research On The Negative Internet Word-of-Mouth’s Influence On Consumer Purchase Intention Based On Attribution Theory

Because the rapid development of Internet technology, the cross region exchangeof consumers is so convenience. In the virtual world, a dissatisfied customer willquickly put the information to the six thousand persons through a network. Internetword-of-mouth is quietly affects the number of enterprises, strengthen the negativeinternet word-of-mouth management has be imperative.Base on the existing literature, the research of influence mechanism of negativeinternet word-of-mouth on consumer purchase intention is less, and the empiricalanalysis for the notebook industry is rarer. Based on the above background, this papertakes notebook computer buyers as the object, explores how the negative internetword-of-mouth effect purchase intention, and the relationship of WOM and purchaseintention.Base on the study objective, this paper taking a combination of research methodsof theoretical research and empirical research, discussing the influence mechanism ofnegative internet WOM on consumer purchase intention. Specifically, based on theattribution theory, trust theory, combined with the notebook computer product features,this paper builds the theoretical model and analysis the relationship of the negativeinternet word-of-mouth, trust and purchase intention, and attribution. This paperdesigns the measurement scale base on literature review, and verifies the proposedhypotheses using the principal components regression and other empirical researchmethods, and gets the following conclusion:The five factors of negative internet WOM（The quantity of information、Thequality of information、specialty、trust propensity、tie strength）all can affectsignificantly the consumer’s purchase intention. The quantity of information has thegreat effection，followed by tie strength. The empirical results of research is closelyrelated tothe industry is locked. The result is that comsumer’s involvement is higheron notebook industry, the comsumer will collecting relevant information beforebuying, and more inclined to adopt the reputation information from strong tie.Trust has the moderating effect in the negative internet WOM influence purchaseintention, more information, high quality, high specialty, the strong tie, high trustpropensity all improve the receiver’trust to giver, thereby improve the purchaseintention. In a word, the five factors of negative internet WOM all affect theconsumer’s purchase intention through trust propensity. Attribution has moderating effect on the information quantity, trust propensity,specialty influence trust,but has no effect on information quality tie strength influencetrust. This is due to the measurement index of information quality relatively objective,and tie strength has strong influence on trust, so it is not affect by attribution.Based on trust and attribution，this paper analysis intrinsic mechanism ofnegative internet WOM’s effect on purchase intension. So it has a certain theoreticalcontribution to related fields of research of internet WOM, and has certain practicalguidance to to strengthen the negative internet WOM management and strategyresearch for enterprises.