The Empirical Research Of Negatively Enterprise Network Public Opinion Impact On Consumers Purchase Intention

China has more than600million Internet users currently, and the networkhas become the birthplace of people’s opinions and comments, which generatedmore and more enterprise network public opinion. The enterprise network publicopinion impact on consumers purchase intention becoming more and moreimportant, and its influence is gradually increased. Therefore, the research on theinfluence of network public opinion to the enterprise and consumers is verynecessary. At present, there is few research done regarding about the impact ofnetwork public opinion to the consumer, and the research of negative networkpublic opinion impact on consumer purchase intention is important forenterprises.The study based on persuasive propagation theory, the theory of rationalbehavior and elaboration likelihood model, constructed the theory model ofnegative network public opinion influence on customers purchase intention,contain four variables: negative network public opinion (attractiveness andtrustworthiness), brand attitude (brand awareness and brand emotion), consumerinvolvement, consumers purchase intention. The research mainly studies thenegative network public opinion impact on consumer purchase intention, themediating effect of brand attitude and the moderating effect of consumerinvolvement. This study design the questionnaire in this paper based onpredecessors’ study, through the issuance of questionnaires, received237validquestionnaires, using SPSS statistical software, analyzes the collected data,verified the assumptions of the model.According to the result of data analysis, the study obtained the followingresults: the appeal and credibility of negative network public opinion has anegative effect on consumer purchase intention; the consumer involvement hassome moderating effect on the relationship between the brand attitude andconsumer purchase intention, of which the consumer involvement rejust therelationship between brand awareness and consumer purchase intention, and itcould not rejust the relationship between brand emotion and consumer purchaseintention. Finally, according to the analysis results of this paper, we put forward some suggestions to the enterprise dealing with negative network public opinion.