Research On Impacts & Solutions Of Negative Internet Word-of-mouth On Shopping From E-commerce Websites

As the Internet developing into the web 2.0 era, social media technology is increasingly getting mature, the development of Internet has changed the consumer’s shopping habits, especially Electronic Commerce, as a representative of all kinds of shopping website that has been widely favored by consumers. Many consumers tend to express their word-of-mouth information through the online comments on shopping website, these information is more performance experience for consumers to buy or use their products, involving the enterprise products, services and brands and so on. When customers perceive the quality of the product or service below the customer expectations, customers will be unhappy or disappointed, and then complain, and pass this kind of negative emotion to others through the network, and negative word-of-mouth will be generated. And negative IWOM is quietly affecting consumer purchase behavior.The paper foucus on studying the spread of negative IWOM rule, and puts forward a series of index variable from three angles, including the disseminator, the receiver and word-of-mouth information features, and introduce two intermediate variables, that is the receiver perceived risk and trust to study the effect of negative IWOM on consumer purchase behavior, and buying behavior mainly includes purchase decision and post-purchase evolution. Among that, The indicator selected as features of a disseminator are relationship strength and degree of specialization. The indicator selected as features of a receiver are degree of network/product involvement and specialization; The indicator selected as features of word-of-mouth information are the quality 、content and quantity; The indicator selected as purchase decision is purchase intention; Post-purchase evaluation includes redissemination willingness and complaints willingness. By issuing paper questionnaire and collect data, and introducing a structural equation model to explore the significant impact on relationship between the variables. We can draw the following conclusions:(1)In negative IWOM, degree of specialization of disseminator and the quantity of negative IWOM information have a positive influence on dispute and complaint intention of the consumer through perceived risk;(2)strength of the relationship between disseminator and receiver has a positive influence on re-spread intention and dispute and complaint intention;(3)the quality and content of negative IWOM and degree of specialization of receiver have a positive influence on consumer purchase intention through trust;(4)the degree of network/product involvement of negative IWOM receiver has a positive influence on consumer purchase intention.Finally, based on research conclusion and case analysis, this paper propose measures from enterprise, consumer and shopping website operator, and put the management of negative IWOM into the entire network marketing managementThe innovation of this paper is to select purchase intention,Re-Spread intention,dispute and complaint intention to measure the behavior of consumer, it take into account the purchase decision and post-purchase evaluation. By studying the rules of the negative IWOM, this paper puts forword a series of strategies from enterprise, consumer and shopping website operator to deal with pre-prevention and post-specified.