Research On The Influence Of Negative Network Reputation On Consumer Brand Conversion Behavior

In recent years, attributed to the fast development of the cyber-economy, the business and academia has paid more attention to Internet Word-of-Mouth(IWOM), especially negative IWOM, because of its greater influence. However, after studying some important cases in recent years, it can be found that the impact of negative IWOM on consumer brand switching behavior is uncertain, and it didn’t exist a reasonable explanation in previous research literature. This study aims to explore the impact mechanism of the negative IWOM on consumer brand switching behavior, and discover how attractiveness of alternatives moderate this relationship between the variables.This study is beginning from the real problems and conducted on the basis of the general model of human behavior, that is, stimulus-organism-response(S-O-R). After reviewing the related literature at home and abroad, research model and the corresponding hypothesis were put forward. The data is collected through both online and offline surveys and analyzed by Spss 16.0. Finally, this paper arrives at these conclusions:negative credibility of IWOM and negative IWOM rediffusion intention have positive effect on consumer brand switching behavior; attractiveness of alternatives moderate the relation between negative credibility of IWOM and consumer brand switching behavior, also it moderate the relation between negative IWOM rediffusion intention and consumer brand switching behavior.According to these research conclusion, this paper could give the following suggestions on business:firstly, the company should improve its IWOM and keep from the negative IWOM; secondly, the company should have a clear understanding of itself and competitors. If the opponent has a more attractiveness, the company should avoid head-on confrontation; thirdly, the company should strive to develop their competitive advantage to prevent their consumer from switching brand when the negative IWOM about them spread. The innovation of this paper lies in the variable like attractiveness of alternatives, which moderate negative IWOM’s effect on consumer brand switching behavior. By study this variable, this paper gives an explanation which didn’t solved by the existing theories, meanwhile, it also provides a new perspective and enriches the related theories.