Negative Internet Word-of-Mouth Research On Consumer Purchase Intention

Word-of-mouth is one of the important field of study of marketing disciplines. The essence of the word-of-mouth is the evaluation of the consumption process from consumers. As the development of modern e-commerce, represented by Taobao, online shopping is not only completely changing the traditional good marketing mode, also changing the traditional consumer spending habits. At the same time it also challenges to the traditional marketing theory. Through the Internet, consumers can not only never leave home to complete the online shopping and online payment, but also can be easily understand the sales of goods or similar goods heat and after-sales. Based on the network platform, it realized the information exchange cross-regional, across-time and space between consumers that the past could not achieve, especially after evaluation.Word-of-mouth can positively influence the decision-making attitude, and also can negatively affect. With the aid of network advantages, word-of-mouth on consumer information search process, purchase attitude and expectation in the process of purchase has a stronger influence.In this paper, combining with the new development of word-of-mouth theory under the network environment, and basing on the network trust theory and information dissemination process theory, it builds the conceptual model of negative Internet word-of-mouth impacting on consumer purchase intention from the negative Internet word-of-mouth communication effect relevant variables (the word-of-mouth disseminator, word-of-mouth information characteristics and the word-of-mouth receiver), and then uses the SPSS 19.0 statistical software to analyze the collected data, come to the conclusion, and verify the hypothesis. According to the analysis results, it shows that negative Internet word-of-mouth receiver purchase intention is significantly influenced by the professional degree of the word-of-mouth disseminator, and also under the trust intermediary. The intensity of relations have not been able to significantly influence the receiver purchase intention. Negative Internet word-of-mouth information characteristics (quality, quantity, intensity) significantly affect the receiver purchase intention, and also under the trust intermediary. Negative Internet word-of-mouth receiver tendency of trust and product involvement characteristics significantly influence the receiver purchase intention, and also under the trust intermediary. The brand image can directly affect the purchase intention, but it is not able to achieve significant role under the trust intermediary.Adopting the combination of theoretical research and empirical research method, this paper discusses the impact mechanism between the negative Internet word-of-mouth and the consumer purchase intention to provide targeted advice for enterprises to implement word-of-mouth marketing, effective control the negative Internet word of mouth.