The Study On The Effects Of Negative Iwom On Customer Behavioral Intentions

Along with the rapid development of Internet, people’s way of shopping and therefore isundergoing tremendous changes, is now more popular online shopping. And the emergence ofvirtual community affect the network consumption behavior of some people, they through thevirtual community development of interpersonal relationships, communication related productadvice and recommendations, this way of communication has become an Internet word ofmouth. Internet word of mouth became the products and services for consumers in the mostdirect, the most honest feedback, widely influenced many people shopping decisions.According to every coin has two sides, however, can know network word-of-mouth is atypical double-edged sword, the positive word of mouth version can get online shoppersshopping, but the spread of negative word of mouth influence is deeper, because relative tothe pleasant shopping experience, people tend to be more unpleasant shopping experiencestell others, and the defendant knower could spread this information to more people. Most ofthe research on negative iwom is concentrated in the network environment, research scope istoo broad, basic no single study of a type of community, followed by many scholars study thenegative Internet word of mouth more focused on consumer purchase intention and attitudetoward the brand, not much research on negative Internet word of mouth and consumerbehavior intention.Based on the careful study of the domestic and foreign scholars’ research,the papermakes negative internet word of mouth as the research object, with trust as intermediatevariable to discuss the relationship of negative internet word of mouth, trust and the intentionof customer behave, and to research the mechanism of the negative internet word of mouth onthe intention of customer behave. In this paper, The negative internet word of mouth isdivided into four dimensions,the intensity of negative iwom, sender-receiver relationship，sender’s expertise and receiver’s expertise, the trust is divided into cognition trust; emotiontrust and the intention of customer behave is divided into the intention of purchase andre-spread intention. Analyzing data by statistics and make the research conclusion.Find that the dimensions of negative internet word of mouth has significant correlation with the trust, while the degree of relationship strength is the most significant influenceon trust. There is a significant positive correlation between each dimension of trust andconsumer behavior intention, emotion trust is the most significant. The trust has a mediatingrole between negative internet word of mouth and the intention of customer behave. Thispaper also presents some management advise for company, and points out the researchlimitations and the trend of study in the future.