Research On The Impact Of Word Of Mouth On Consumer Brand Switching Behavior From The Perspective Of Ambivalent Attitude

The vigorous development of online shopping has increasingly affect consumers' buying behavior,and development of Internet technology result in the wide spread of Word of Mouth(WOM).For consumers,WOM help them to filter out what they want,decrease the perceived risk caused by information asymmetry,and make the best purchase decision.But for enterprises,this is a double-edged sword.WOM help enterprises to receive widespread publicity in a short time,while the spread of negative online WOM may generate a great loss in both enterprise's reputation and benefits.Researchers have been paid attention on the impacts of WOM on consumer's brand switching behavior,but little of them focus on the consumer's ambivalent attitude.Therefore,this paper study the impact of WOM on consumer's brand switching behavior in the perspective of consumer's ambivalent attitude.By means of literature survey,this study construct a theory model of how WOM affect consumer's brand switching behavior according to ambivalent consumer information processing mechanism,elaboration likelihood model and Kotler's consumer buying-behavior model,and make some relevant assumptions.This study choose ”Xiaomi Phone“ as an experimental stimulant,after the survey,we collected 377 valid questionnaires,then we used SPSS19.0 for data analysis.The study proves that WOM have a significant effect on consumer's brand switching behavior,while negative WOM is more easily result in this phenomenon;consumer product involvement regulate the relationship between WOM and consumer ambivalent attitude;consumer ambivalent attitude plays an intermediary role in the relationship between WOM and consumer brand switching behavior;the impact of consumer characteristic variables on brand switching behavior is not significant.From the results of empirical analysis,companies should analyze psychological changes of consumers from the perspective of ambivalent attitude,and make appropriate marketing strategy to enhance consumer's brand trust and emotion recognition,thereby reducing consumer's brand switching behavior.