The Influence Of Negative Internet Word-of-Mouth On Consumer Attitudes-an Empirical Investigation Into Reviews On Shopping Website

With the development of Internet technology, people are increasingly dependent on Internet Word-of-Mouth (IWOM) before shopping, thus gradually changing consumer buying decision process. Many platforms set special comments area on shopping website, guiding consumers to participate in related products and brand comments. Among those comments, both have positive and negative Word-of-Mouth with the product attributes. The former scholars focus on the relationship between sender, receiver and their relationships from the field of communication studies, and just study the pure cluster. But because of the weak link of the network platform, people should pay more attention to negative IWOM with product attributes. Based on this special cluster, this paper study what effect of the importance and the proportion of negative IWOM related to product attributes would bring on consumer attitude?Based on information double action theory, combined with ELM, we conduct the importance and proportion of negative IWOM as variables, study the effect on brand awareness and brand affect, focus on the moderating role of product involvement and trust propensity, then influence consumer purchase decision, which can provide support and suggestions for enterprise marketing decision.By choosing customer WOM on shopping website, we designed2*2materials, combined with the questionnaire, based on200valid samples, then use SPSS19.0to carry on the analysis, draw the conclusion:the importance and the proportion of the negative IWOM with product attributes has a significant negative effect on brand awareness and brand affect. When product involvement is high, the importance of the negative IWOM with product attributes has more significant negative effect on brand awareness. Propensity has a positive moderating effect on the effect of the importance of negative IWOM with product attributes on consumer attitudes.