Research Of The Influence Of Negative Network Reputation On Consumer Purchasing Decisions

Over the past few years, the Internet has been rapidly developed in China, having a great impact on the development of economy and people’s daily lives. With the rapid growth of Internet users, the forms of Word of Mouth are various, not limited to the previous face to face, oral way, consumers get used to share their experience about products, service, enterprises and brands on the Internet, thus a new form of word-of-mouth-Internet Word-of-Mouth comes out.This study reviewed the papers about negative IWOM, combined with ELM model and the theories on Word-of-Mouth communication, the author constructs the model on relationship between the negative IWOM and consumers’ purchase intention. In this study, we use a portable digital camera as stimulate for the experiment, designing within-group experiment as2(importance of attribute importance:important attribute vs secondary attribute)×2(negative reviews intensity:high vs low) X2(expertise of sender:high vs low) X (tie strength:strong vs weak),.Then we use statistical methods to analyze the experimental data, the result shows:when the important attributes are given bad reviews, consumers have lower willingness to buy products; compared to the weak reviews intensity, when the negative reviews intensity is strong, consumers have lower willingness to buy product; compared to the low expertise of sender, when expertise of sender is high consumers have lower willingness to buy products; compared to weak tie, when tie strength is strong consumers have lower willingness to buy products. and recipient of the relationship between the strength of weak consumer willingness to buy higher; involved in the relationship more than the degree will produce a significant regulatory role.Finally, we give some marketing advises to the companies. We also point out some shortages in this paper and research orientation in future.