The Study On The Influence Of Negative Internet Word-of-mouth On Brand Switching Intention

With the development of commodity economy and growing capacity,consumers are always faced with lots of alternative brands when they make decisions.To maximize their own purchase value relatively,consumers mainly collect two aspects of information before purchasing,one is business information from enterprises.(e.g.advertisements),and the other is non-business information from other consumers.(e.g.word of mouth).Among them,the former refers to promotion made by enterprises themselves,which can shape their own brand image,improve consumers' perceived value of the product and reduce perceived risk.The latter is mainly from other consumers with a certain homogeneity,not controlled by businesses.Therefore,it can obtain consumers' trust more easily,influencing purchasing behaviors through the effect on consumers' perceived risk.The development of Internet technology provides a platform for consumers to collect and send commodity information.Internet Word of Mouth,especially negative Internet Word of Mouth,breaks through the limitation of traditional word of mouth with the aid of the network,which has become an important factor when consumers make decisions.On the basis of existing research results,the study builds a model about the effects of Internet Word of Mouth on brand switch intention of consumers with online shopping groups as the object of this research.Based on the mature scale and the modification by group interviews,we build the scale of this study,which is used to collect data through two different ways,networks and field distribution.After data collection,statistics software,such as Spss21.0 and Amos21.0,are used for data analysis to verify that the impact of different characteristics of negative Internet Word of Mouth on brand switch intention of consumers.In addition,the mediating effect of consumers' perceived risk and the moderating effect of brand image are also verified.