Study On Customer Motivations’ Influence On Online Negative Word-of-Mouth

So far, most studies are focused on the acceptance of ONWOM (online negativeword-of-mouth) and the application of ONWOM in management. However, it is seldomfound that WOM are recognized as a kind of late-model information resource. We couldnot see studies on the influence of motivations to ONWOM combining with enterprisemanagement. Hence, regarding UGC as a kind of resource, it becomes the topic of myresearch that explores the influence of customer motivations on ONWOM attitude undersome dimensions.Focusing on other studies, according to theories such as marketing, social exchange,social capital, consumption emotions, the relationship among customer motivations,social capital, consumption emotions and information value and their influence onONWOM are studied, this study uses document analysis method to propose a model ofcause of customer ONWOM desire in Internet environment. After a pre-test in a smallgroup, some variables and the questionnaire were modified. Through issuingquestionnaires, SPSS17.0is used to deal with the data, the motivations and influencingfactors of releasing ONWOM desire are explored. After the research, it is found thatfactors including altruism, release negative emotions, help the company, displeasure,cognitive dimension and information value are significant to the desire of releasingONWOM. Social capital, consumption emotions and information value have significantregulating effects on ONWOM. However, it is found that self enhancement, socialbenefit, advice seeking and relationship dimension are not significant to the desire ofreleasing ONWOM. Through research conclusions, we give some management advice toconsumers and sellers respectively. According to the final research conclusions, we also give out the study limitations and future studying advice.