Research On The Negative Ewom’s Influence On The Consumer’s Purchase Intention

The impact of internet on business model is profound.People’s consumption habits are undergoing changes, internet provides consumers a convenient channel to share and obtain information.Not only can consumers through this platform to publish and disseminate information about their own consumption experience, but also get other’s evaluation on products. But instead of saying the development of internet has spawned the eWOM (electronic word-of-mouth), rather than to say the WOM’s influence on consumers from real life extends to online virtual world. More and more scholars are interested in the effects of eWOM on the consumers.This paper based on the background of 020 group-buying mode, choosed the catering industry through the preliminary investigation as the research object. As the lack of researches which focus on the positive and negative eWOM ratio, we choosed different proportions of negative information as independent variable. According to the information processing theory and the double-side information persuasion theory, credibility and commodity attitude were treated as intermediary variables to investigate the influence of negative information on consumer purchase intention.We collectsed data via experimental method.This paper designed 5 groups with different proportion of negative information, including a control group. Through analyzing the data, we conclude 1) Consumer’s credibility in the two-side information is higher than one-side information.2) With the increase in the proportion of negative eWOM, consumers’ credibility increased first and decreased after, the ratio reached a peak of 0.2.3) With the increase in the proportion of negative eWOM, consumers’goods attitude increased first and then decreased, the ratio reached a peak of 0.1.4) Negative eWOM for willingness to buy has both positive and negative effects at the same time, when the ratio of positive and negative information is 4:1, consumer willingness to buy is highest, and perhaps this is the best ratio of double-sided information structure.