Research On The Negative Internet Word-of-mouth’s Influence On Consumer Purchase Intention

With the rapid development of the internet, a large number of Internet Word-of-Mouth(IWOM) reviews has been emerged. The IWOM get rid of the limit of the traditional Word-ofMouth (WOM)“interpersonal circle” with the scope of dissemination being more extensive,affecting more weak links consumers, which makes the negative IWOM a huge influence onconsumers’ purchase decisions as well as the survival and development of enterprises.Understanding the impact of negative IWOM on consumer purchase intention is essential forenterprises to develop WOM marketing.This study concluded and absorbed the corresponding research hypothesis of theprevious researchers on traditional WOM, negative WOM, consumer purchase intention andother aspects of the research, constructed the conceptual model of the negative IWOM impacton consumer purchase intention to analyze how the three factors of negative IWOM influenceconsumer purchase intention through the perceived risk. There are6factors which couldinfluence the negative IWOM spreading effect: expertise of sender, strength between seekerand sender, WOM quantity and intensity, expertise of seeker and product involvement.After the interviews with consumers and online investigation，317valid samples arecollected to verify the model and measurement by using SPSS19.0, conclusions are derived asfollows:(1) The negative IWOM has significant influences on the consumer purchaseintention.(2) The negative IWOM significantly influence the perceived risk of consumer.(3)Consumer perceived risk significantly affect their purchase intention.(4) The perceived riskplays the moderator role between the negative IWOM and consumer purchase intention.