Research On The Influencing Factors Of Negative Online Word-of-mouth Effect Of Community E-commerce

The emergence of the Internet has changed the traditional consumption pattern,and online shopping has become the consumption mode that more and more people choose.Meanwhile,online W-O-M is also getting more and more attention from consumers,who gradually rely on the Internet to obtain the required product information and share their own shopping experience.In the Internet environment,word of mouth has broken through the limitation of time and space,and its dissemination has gained greater convenience and wider scope,which has more and more profound influence on consumers' purchasing decisions.At the same time,the Internet has changed the traditional word-of-mouth communication environment,and the network communication environment is also gradually diversified.With the transformation of traditional e-commerce,the development scale of social e-commerce is increasing,and a variety of social e-commerce modes have been derived.Community e-commerce represented by “ Xiaohongshu ” is a relatively unique model among them.It adopts the mode of "virtual community +e-commerce" and accurately targets the young consumer group of the post-90 s generation,which is rapidly favored by young people.As of July 2019,the number of users of “Xiaohongshu” app has exceeded 300 million.Community e-commerce is perpendicular to consumers' word-of-mouth sharing of shopping.With word-of-mouth as the link,community atmosphere of UGC content is extremely active.Compared with other communication platforms,community e-commerce shows its word-of-mouth vitality that derives from users' real shopping and sharing,and the types of word-of-mouth information in the community are also rich.“ Xiaohongshu ” community has a positive and open attitude towards negative online word of mouth,actively encourages users to share their wrong shopping experience,and even actively published negative word of mouth.Negative word of mouth under the anonymity of the network environment,users are more likely to express their anger when they encounter unsatisfactory shopping experience,resulting in negative word of mouth.In the research on community e-commerce,many scholars have pointed out that there is a considerable amount of negative public praise in the community.According to the research on previous literature,existing studies have proved that negative word of mouth often plays a greater role in spreading than positive word of mouth,which has a greater impact on consumers,enterprises and communication platforms.Therefore,negative word of mouth information is an important part of exploring community e-commerce word of mouth.Community e-commerce is an emerging environment of word of mouth,but the research on community e-commerce online word of mouth in the academic field is still in its infancy,especially the research on negative online word of mouth is rarely involved,and most of the research does not distinguish the W-O-M valence.From the perspective of communication,this study,based on the persuasion theory,constructs the influencing factor model of negative online word-of-mouth communication effect of community e-commerce,and selects “Xiaohongshu” as a representative case to make an empirical test of the conceptual model.The conceptual model of this study mainly includes five dimensions: the professionalism of the negative note sharers,the strength of the relationship between the negative note sharers and the recipients,the community credibility,the number of negative notes,and the quality of negative notes.As an intermediary variable,trust perception can be divided into two dimensions: emotional trust and cognitive trust.Internet word-of-mouth effect as the dependent variable.In this paper,questionnaire survey and statistical analysis were combined to conduct empirical research,and spss20.0 was used to conduct specific analysis of data,including descriptive analysis,reliability and validity test,correlation analysis,regression analysis and mediation test.This paper aims to systematically explore the mechanism of negative public praise of community e-commerce on the effect of online public praise.To clarify whether the influencing factors of negative word-of-mouth communication proposed in the previous communication environment are applicable to the community e-commerce situation;Furthermore,it further explores the mediating factors that community e-commerce plays a key role in influencing the negative effect of online word of mouth.Finally,based on the empirical research and analysis results,the conclusion of this paper is drawn,and according to the research conclusion,it provides guidance and suggestions for community e-commerce platforms and enterprises.