Effects Diversified Consumer Word Of Mouth Information Contradictory Attitudes

Attitude is a long-lasting and stable tendency that an individual holds to onething, situation or others. It reflects a person’s feeling about certain things. Socialpsychologists point out that attitude links closely with behavior and it significantlyaffects and determinates behavior. Doing research on attitude is in order to predictthe behavior of an individual.Thus research on the attitude of individual participants becomes an importanttopic in the field of social psychology. With the development of the research,scholars have a new perspective on "attitude" and put forward some new ideas andtheories. They analyze and interpret “attitude” from multiple dimension, whichchanged people’s single perception of “attitude”.The traditional attitude research is established under the hypothesis frameworkof "unified attitude", that is, assuming that people’s attitude of a commodity is either“like” or “dislike”. But new research in the field of consumer behavior and sociologyindicates that "binary ambivalence" is more according with real psychological stateof individuals in daily situation. Especially in the case of daily consumption, theconsumer is more apparent in contradictory attitudes, that is to say, consumers mayhave positive and negative evaluation to certain commodities or servicesimultaneously, which is called “contradictory attitudes of consumers”. Because ofclose link between attitude and behavior, the attitude of "hesitant, difficulttrade-offs" also increasingly affects the purchasing decisions and consumingbehavior of the consumers. In this contradictory state of mind, consumers oftensearch for relevant information from outside to refer to, especially other consumers’reputation information.Network and varieties of electronic media produced hotbed for thedissemination of information, including reputation information. It brings theconsumers a degree of convenience and brings some pressure to the running of enterprise in the same time. The reputation information that the new and old usersdisseminated will affect the consumers’ attitudes and then affect consuming behavior.Therefore, exploring the impact mechanism in the process can concretely analyze thechange of consumers’ attitude in the influence of external reputation information. Itprovides enterprise a way to explore consumers’ attitudes and understand consumers’behavior and then contribute to the formulation of effective marketing strategies.“Contradictory attitudes of consumers” is a new topic in the field of marketing.Meticulous research on “Contradictory attitudes of consumers” is not only a kind ofinnovation based on traditional attitude research but also can enrich the theory ofmarketing and consumer behavior.This paper systematically teased and summarized relevant literature,constructed a theoretical framework and introduced "Attitude three ingredients"theory to explain diverse reputation information’ impact mechanism on theconsumers’ ambivalence. In this paper, we take the multivariate information in theInternet as the research background, the network group purchase consumers asexample, and then explore the difference in attitude changes of consumers who isambivalent and affected by external multivariate information. The method ofexperiment is used in this paper. We use statistical and analysis software---spss19.0to test the questionnaire’s reliability and validity. We conduct hypothesis test bymeans of factor analysis and manipulate test.The research results indicate as follows:1. There are individual differences in their different dimensions of attitudesamong the consumers who are in different ambivalent level.2. Consumers who are in high ambivalent level are easy to change their attitudein the influence of external information, but their perception and conation are hard tochange. Consumers who are in low ambivalent level are opposite.3. Consumers who are in low ambivalent level and in high ambivalent levelhave different concerning motivation on external information, but their differences inattitude changes are not affected by the information bias. In a word, research on consumer ambivalent attitude expands the relateddiscipline’s research such as marketing and consumers’ behavior. In the same time, italso provides enterprise an idea and reference to analyze the consumers’ behaviorand formulate effective marketing strategies.