Research On The Impact Of Negative Internet Word Of Mouth Economy Hotel Consumer Purchasing Decision

With the rapid development and popularization of the Internet, a network of people’s daily life had asignificant impact; the network has gradually under the influence of consumers’ online and offlineconsumer behavior. Major sites and instant messaging Rise (websites such as: Ctrip, the Public CommentNetwork, e-Long, Where to go, etc.; instant messaging such as: including Micro-channel, Micro-blogging,Unfamiliar Street, QQ, MSN, etc.) for people to network shopping, dating, release information, sharingexperiences convenience. In the Internet age, the traditional word of mouth has also been further developed,IWOM(information word of mouth)reputation emerged. Consumers generally considered to provide morenegative than positive WOM(word of mouth) reputation real "intelligence", so its always extra attention.Negative network WOM impact on product sales network reputation should not be overlooked, the study ofnegative WOM is very real and very urgent.In recent years, Chinese economy chain hotel rapidly, and economy hotels because of its low price andtarget customers, such as specificity, its negative impact IWOM easier for customers to choose the hotelbrand. Currently there is a lack of budget hotels mouth marketing problems, many hotels are expanding thehotel size, reputation and quality of service has not been a corresponding increase. Therefore, the study ofthe reputation economy hotel network can also provide a reference for WOM marketing.By finishing the literature found that research results IWOM rich, but on the negative reputation of theresearch network is relatively small, negative for the hotel network reputation still in its infancy, but it hasalso made some progress. On the basis of existing research, this study on the information processing theory,theory of herd behavior, communication to persuade consumers and propagation theory on the basis oftheory, the choice of number of negative IWOM, the degree of negative IWOM, the strength of relationship,the sender professional degree, professional degree, the receiver negative IWOM tendency of perceivedusefulness, trust and risk perception eight factors that influence the spread of negative IWOM effect as theindependent variable, the consumers’ purchase decisions as the dependent variable, based on theperspective of negative WOM, build the theoretical model, to economy hotel as the research object, throughempirical research identifies the factors influencing consumer purchase decisions, and proposes the corresponding countermeasure according to the research conclusion.First, the network reputation, consumer purchasing decisions a literature search and organize,understand current research and find the starting point of research and theoretical foundation.Secondly, based on the theory, the corresponding hypothesis, a theoretical model to establish researchand design questionnaire.Finally, the data collected through questionnaires, including on-site and distributed paperquestionnaires distributed electronic questionnaire in two ways through the network, recovering400questionnaires,337valid questionnaires.SPSS17.0software using the questionnaire collected for statisticalanalysis, including reliability analysis, validity analysis, correlation analysis and regression Analysis, thefollowing conclusions:(1)The negative impact on consumer purchasing decisions IWOM factors: the number of WOMnetwork, the degree of negative WOM network, perceived usefulness, trust propensity and risk perception.(2)Regression analysis showed: the influence of the strongest propensity to trust, standardizedregression coefficient was0.277; followed by a useful perception of information, standardized regressioncoefficient was0.217; risk perception of the standard regression coefficient was0.204; Information featurestandard regression coefficient0.137. Showed a tendency to purchase decisions affecting consumerconfidence to consumers most prominent.According to the conclusions made recommendations for hotels IWOM: first, the hotel should pay fullattention to the negative word of mouth network; Second, to establish a network communication platform,an effort to reduce the number of negative IWOM; Third, the effective control of negative WOMinformation network strength; fourth, improve product and service quality of the hotel; fifth, lower hotelcustomer purchasing decisions perceived risk; sixth, encourage customers online positive comments aboutthe hotel.