The Influence Of Online Word-of-mouth On Consumers' Ambivalent Attitude And Purchase Intention

The ambivalent attitude is a new development of attitude research,which has aroused the concern of many scholars,and the consumer's ambivalent attitude means that the consumer has both positive and negative evaluation on the same commodity.There are three ways to measure the ambivalent attitude in general,and each has its own advantages and disadvantages,it is necessary to make a reasonable choice.There is no unified conclusions about the selective attention of the ambivalent individuality,and the relationship between the ambivalent attitude and behavioral intention is still unclear.Online shopping is already a part of daily life,online word-of-mouth is an important basis for our decision to purchase or not whether online or offline,online word-of-mouth has many unique features compared with the traditional word-of-mouth.Businesses have been concerned about the online word-of-mouth since long time ago.The characteristics of online word-of-mouth have impact on consumers,which has attracted wide attention of scholars,the quantity,quality,and the positive and negative bias,and the text and grammar have affected on consumer perceptions and attitudes.Studies on the existing ambivalent attitude is more focused on the general ambivalent attitude,researches on consumer's ambivalent attitude is concentrated how information affect consumer ambivalent attitude.The relationship between ambivalent attitude and behavior is not a uniform conclusion,and there is no consistent conclusion between the influence of word-of-mouth influence for consumers and ambivalent attitude purchase intention.In this paper the valence and subjective and objective characteristics of positive and negative of online word-of-mouth are manipulated to find the effect on consumer ambivalent attitude and purchase intention.In a positive word-of-mouth,consumer purchase intention was significantly higher than that of negative word-of-mouth,the selective attention ambivalent attitude which are intended to have a role in negative word-of-mouth,no relationship between the level of consumer ambivalent attitudes and purchase intention,and the positive word-of-mouth,and the level of consumer purchase intention ambivalent attitude has significant relationship,there are not significant differences between the experience product and search product purchase intention,and influence on the contradiction of attitude change.In a positive word-of-mouth bias circumstances,highly and less ambivalent consumers have significantly difference in purchase intention when subjectivity and objectivity of online word-of-mouth are manipulated.Highly ambivalent consumers tend to selectively pay attention to the objective word-of-mouth,less ambivalent consumers prefer to subjective online word-of-mouth.But when we study the ambivalence change,highly ambivalent consumers in the subjectivity of onlineword-of-mouth will have more change,less ambivalent consumers in objective online word-of-mouth may have more change.When faced to subjectivity and objectivity online word-of-mouth,experience products and search products will be different in the purchase intention and the amount of ambivalence change.