Negative Online Word-of-mouth Research Influence Consumer On Consumer Switching Behavior

With the continuous development of Internet technology and improvement of the penetration of the Internet, coverage is becoming more and more high, the network has become an indispensable part of people’s life. Along with the popularization of the Internet and the number of Chinese Internet users continues to grow, more and more customers through the network to share their shopping experience and views, as a result, raises its Online Word-of-mouth number.Some of these experiences and views of negative Word-of-mouth information is particularly worthy of our attention.Not only because of these negative Word-of-mouth on the network could prompt consumers to produce brand switching behavior, and the influence of the negative Word-of-mouth and influence is bigger than positive Word-of-mouth. Therefore, for negative Online Word-of-mouth research is necessary.Based on the "negative Online Word-of-mouth influence on consumers’ brand switching behavior research" as the subject, in a negative Online Word-of-mouth as the research object, discussed under the network environment, negative Online Word-of-mouth influence on consumer switching behavior.For enterprises to effectively deal with negative Online Word-of-mouth, prevent the consumer brand switching behavior, to reduce enterprise losses to offer help.First of all, the paper puts forward the research background of this article, and points out that the study of theoretical and practical significance, and introduced in this paper, the research ideas and content, research methods and possible innovations in this paper.Secondly, introduces the related concept and the form of Word-of-mouth spread by Word-of-mouth and platform, the effect factors of Internet Word-of-mouth and related literature as well as to the reputation of brand switching behavior and brand switching behavior, summarized the related literature and finishing, points out the deficiency of existing research.Again, the design of questionnaire in this paper. Through online and offline data collection,279questionnaires were valid questionnaires. On this basis, the data collected for the reliability analysis, validity analysis, correlation analysis and regression analysis.Finally, this article research conclusion. Through the analysis of sample data, this paper concluded the following results:Message sender expertise, the strength of negative Online Word-of-mouth, negative Online Word-of-mouth information quantity, site credibility to have a positive impact on consumer switching behavior; Switching costs in the information sender expertise, the strength of negative Online Word-of-mouth, negative Online Word-of-mouth information quantity, site credibility for between consumer brand switching behavior has a regulatory role; At the same time, it is worth noting that under the background in the network environment, the relationship between people is given priority to with weak relationship, relationship between the intensity of no significant influence on consumer switching behavior.